Land-based casinos turn a profit based on the number of players on their premises and the time those players spend gambling. They aim to maintain high gambling volumes by keeping existing players in their seats, attracting new players, and persuading both groups to revisit. This is accomplished through several marketing and psychological tricks.
If you’re wondering what these strategies are, you’re in the right place. This article will reveal how land-based casinos keep you playing and what that looks like in practice.
Oxygen Pumps
One of the most prominent theories floating around the gambling community has to do with oxygen pumps. It might seem random if you’ve never heard of it, but it’s been around for over 30 years. It’s even been part of a popular BBC article that discussed the psychology behind super casinos from the mid-2000s. So, it’s only fair we start our discussion there.
So, what’s this oxygen pump theory about?
Namely, many players believe land-based casinos pump oxygen into their halls to keep players awake.
The idea is that extra oxygen will keep players refreshed and energetic for a long time so they can gamble more.
However, there are several reasons why the oxygen pump theory isn’t viable.
- Firstly, pumping oxygen into an enclosed space could be very dangerous. Pure oxygen accelerates combustion — it causes other materials to ignite and burn more easily and rapidly. Using oxygen pumps in a casino would create a fire hazard and violate fire insurance policies.
- Secondly, pumping oxygen into gambling halls would be incredibly expensive. Casinos’ gambling rooms aren’t small. Raising the level of oxygen in big spaces like those, even for one percent, would require an enormous amount of gas every day. Venues would be unable to sustain this practice long due to high costs.
Time Indicators
Another well-known strategy players believe land-based casinos use is related to time perception. Venues make sure players gambling on their premises don’t have a clear sense of time, so they lose track of how long they’ve been in the casino. They do so in various ways — the lack of windows and clocks on the casino walls is the most prevalent.
Windows let the daylight in, and they’d give players an idea of what time it is. Clocks work the same way — players can calculate the exact amount of time they’ve spent gambling by checking them regularly. Both could alert players it’s time to leave, which isn’t in the casinos’ interest.
If you’re wondering how much truth there’s behind this theory, the answer is plenty. You might’ve noticed it yourself if you’ve been to more than one land-based casino. Most brick-and-mortar gambling establishments have few or no windows. Clocks are even less common.
Atmosphere
Another element that plays a significant role in keeping players gambling is the atmosphere in land-based casinos. For instance, you can see its significance in the popularity of online live dealer games.
Online casinos’ introduction to the gambling scene was a game changer. They offered plenty of advantages, from convenience to availability. However, something was missing. Virtual games couldn’t replicate the real-life experience. The land-based casino atmosphere was one thing brick-and-mortar sites had on internet counterparts. Online gambling sites had to create live dealer streams to compete.
This unique land-based casino atmosphere is a result of several elements. Each one has a hand in making gambling feel like an elevated experience. For the sake of clarity, we’ll outline them in a list below:
Music
Land-based casinos always have music playing in the background. The practice isn’t something revolutionary as coffee shops and stores use it too.
Nevertheless, it’s the choice of music that makes the experience different. Rather than individual songs, casinos play mild melodies on a loop.
Experts explain this type of music evokes a trance-like state in players and makes them suggestible.
Sound Effects
Brick-and-mortar gambling venues tend to place slot machines near the entrance doors. This way, visitors must walk past them when they enter the room.
These machines’ sound effects — the whir of spinning reels, metal clattering, and jingles — suggest winning. They remind guests they’ve entered a room where everyone is having fun, and someone is always winning.
Attire and Environment
Physical casinos ensure they give their visitors the red carpet experience. To that end, the casino uses lighting, furniture, and staff to create an ambiance of luxury and prestige. Lighting is usually dim, furniture and equipment look polished and expensive, and staff is dressed in formal evening attire.
On top of that, certain researchers claim that land-based casinos predominantly use warm colors when decorating their interiors for a reason. For instance, red, the most common color, is thought to evoke excitement and enthusiasm.
Food and Drinks
Many land-based gambling establishments serve food and drinks at the table. As a result, the players can appease their hunger and thirst without interrupting their gambling session.
Plus, having easy access to alcohol allows them to:
- Relax
- Let loose
- Play for longer
Temperature
Casinos usually keep their temperature cool, regardless of the location’s climate. Some argue that the decision was made for practical reasons — casinos quickly get crowded and too warm — but others disagree.
A good chunk of the gambling community believes low temperatures are another way casinos keep their visitors:
- Awake
- Alert
- Playing
Loyalty Programs
Loyalty schemes are one of casinos’ most common tactics to retain players. Their elaborate programs comprise clubs where visitors register for a membership and collect points or comps by playing. The comps earn them a specific status in the club and provide them with various perks depending on that status.
These perks differ from casino to casino, but their primary purpose is to keep players gambling. They can be:
- simple complimentary drinks and meals at the table
- Cashback bonuses
- Free spins
Or more extensive like:
- Casino credit
- Free hotel stays
- Holidays
The former might prompt players to gamble longer during one visit. The latter should entice them to return to the casino for more future sessions.
Other Strategies
There are a ton of other tricks land-based casinos use to keep you playing. However, we’ll focus on two prominent ones here:
- Use of chips — Land-based casinos use chips instead of real money for betting in their table games for a reason. We handle money daily, so we attach value to bills and coins. As a result, we’d likely be more hesitant to make big bets or go all in if they were using real cash at the table. Colorful chips are much easier to give up and bet.
- Near misses — Gambling venues program slot machines to display several players’ losses as near misses. If you’re unfamiliar with the term, a near miss is a losing situation where the outcome appears close to a victory. For instance, a slot machine whose winning combo has to comprise five identical symbols displays an outcome with four and the fifth on the brink of hitting. As a result, the player feels close to a winning situation and has the urge to keep playing to reach it.
Conclusion
Land-based casino owners have crafted numerous strategies to help them survive on the business scene and increase their revenue. They range from simple psychological tricks like background music to more complex strategies like loyalty schemes. Being familiar with the most common ones should give you a better grasp of your gambling habits and better control of your bankroll.
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