Any good entrepreneur must, first and foremost, have a sense for the audience that they are attempting to target. That is just as true for casino operators as it is for any other businessman. Part of engaging with the market is understanding the audience you are targeting, and in order to do that, you must engage with the demographics, and understand who is visiting casinos the most?
It is also important to remember that, demographics are not necessarily set in stone. The audience for casinos has significantly changed in the past century. Shifting social norms and rapidly developing digital technology have definitely played a role in these changes. The emergence of iGaming and sites like Ontario Casino Days also play a significant role. Knowing that shifts have occurred is only the first step. The second is to look how these changes affect casino attendance. That is why we are here.
Men or Women?
One of the most obvious distinction between casino goers is their gender. “Are men more likely to gamble than women?” is a question that every casino operator has asked themselves at least one time. The answer to that question has been affirmative for most of human history. But the follow up to that should be why?
The why of it is a difficult question to answer. Some may say that the willingness to take risks is more masculine of a trait. Others believe it comes down to socialization. Casinos throughout history have been mostly geared to men regardless of the reason. They were often darkly lit, offering cigars and scotch, and featured scantily clad ladies serving drinks and engaging customers. Certainly, some women may enjoy all of those aspects, but the main audience was clearly men.
That all changed around the time of the 80s and 90s, when casino operators found that they have an untapped market in female gamblers. So, casinos began shifting towards a more universal audience. Unsurprisingly the tactic worked. Yet, men still remain the primary customers at both land-based and online casinos.
Men are 69% more likely to return to a casino while women have shown smaller return rate. A popular explanation for the phenomenon is that men are conditioned from a young age to be risk-takers. It is why a lot of the most paid sports in the world involve male athletes. Women are thought to be more reserved, which makes them less likely to take risks. Gambling, of course, is all about risks.
Age Demographics
Next to gender, a lot of casinos are interested in how age affects gambling. Obviously, the practice is limited to people over the age of 19, so most are taking into account young adults. Many people are under the impression that the people most likely to gamble are on the younger side. The assumption is that it is usually new adults who visit casinos. The facts don’t seem to bear this out.
New adults definitely visit casinos. But they don’t seem to stick around much. If we consider it logically, it makes sense. Most young adults are still in college. They usually don’t have much money to spend on hobbies, especially ones that require a ton of cash. Certainly, some people within that age range might attend gambling establishments, but most will stay away.
So, then what is the age group that is most likely to gamble. Well, that would be the rather broad age range between 25 and 50. The twenty-five-years range is a time when most people get disposable income, and have enough free time to engage with certain hobbies. That is why casinos are most likely to appeal to customers in that age group.
Casinos have a hard time appealing to a broad demographic. While it is a challenge, it is not one that gambling establishments can’t face. It all starts with the musical choices. Music plays a big role in the casino industry. Operators know how to mix and match the perfect tones in order to create an atmosphere. The fun can begin once the tone has been set.
Older Generations
We associate gambling with older folks a lot of the time. Most tend to think of gamblers as people over the age of sixty. There is an image that many people have of a grumpy old person sitting in front of a slot machine. They are pulling the lever tirelessly waiting for the jackpot. But that is far from an accurate image of gambling in the modern landscape.
Older adults certainly do like to gamble. Many are privy to disposable income and a lot of free time after all. But age plays an important factor. Older adults may be dealing with pain and health issues that prevent them from making the trip to a casino.
That leaves online casinos as a viable option. Of course, the issue there is that, the internet is still a relatively new concept. Plenty of the older gamblers have trouble navigating digital technology; even as the youth takes it for granted. That is why it is less likely that the elderly will be visiting online gambling establishments.
Many of the older generation do know how to find their way on these sites. But they are not the demographic that most casinos are looking to court. Instead, the focus is on middle aged adults, who usually spend a lot more cash, and are far more likely to visit a casino.
Responsible Gambling
There is one thing that we have to think about, no matter what the demographics is. Of course, we are talking about responsible gambling. Attending a casino can be fun, and at times even exciting. But, when a person finds themselves unable to stop gambling, that is when it becomes a problem. That is why, online and land-based casinos are dedicated to the cause of responsible gambling.
Internet platforms particularly have taken it upon themselves to ensure their customers are safe. They’ve outlined specific behaviors that players are advised to stick to, in order to avoid compulsive betting. More importantly, they’ve partnered up with certain groups that can help those who believe they might be at risk.
