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The Nevada Council on Problem Gambling believes marketing to gambling addicts is an acceptable practice as long as the casino property’s amenities are focused on instead of the actual gaming inside. They feel companies need to continue to be considerate to problem gamblers, but not ignore them completely.

New Marketing Focus

The Nevada Council on Problem Gambling states that casino marketing agendas should cater to those that do not gamble. This includes customers that do not have pathological gambling problems and choose not to gamble as well as those that are afflicted with gambling addiction.

Since many casinos have developed into more than just betting by offering numerous entertainment options, there are many chances to lure non-gambling customers to the area. Casinos are encouraged to learn the culture of non-gamblers and find and develop programs that will appeal to them.

The Statistics

A recent study found that 75 percent of customers eat at casino establishments, 60 percent attend the shows, 48 percent attend bars, 41 percent shop and 35 percent utilize the property recreational facilities like the pool, bowling and movie theaters.

Promotional Items

One promotional item that casinos continually distribute are loyalty cards and gambling coupons. Giving these to recovering gamblers is detrimental to their progress which, over the long term, will result in lost money by the casino.

Solutions

One alternative to this is each casino should distribute colored bracelets to indicate a non-gambler. That way they don’t have the annoyance of being flooded with giveaways. Another method is to eliminate having employees immediately saying, “good luck” to all guests. Instead, greet them with a simple, “how are you doing today” or as they’re exiting, “have a nice day.” This will go much further with those that are not gamblers.

Additionally, The Nevada Council on Problem Gambling recommends giving the customer a choice to which type of giveaway they’d like to receive. That way, everyone collects something. Expand loyalty cards to make them useable for amenities on the property.

Although most casinos display the national gambling problem hotline around their property, sometimes this isn’t enough. Small modifications to the way they conduct business can go a long way.

Las Vegas gaming companies now have a social and ethical responsibility to their community and customers to downplay gambling and attract patrons in other ways. Since Las Vegas is the entertainment capital of the world, they should have no problem finding news methods of attracting customers.