A casino’s brand is built on its reputation, with the goal of becoming a destination where people feel good. Whether that’s through the thrill of winning, the opulence of the environment or the food and drink, casinos are designed to create a blissful experience. However, as the industry evolves and regulations change, a casino’s brand needs to adapt. In order to stay competitive, it is important that casinos continually innovate and develop a distinctive identity in the eyes of consumers.

In New Jersey, until recently, it was illegal to promote winning on gaming media. When this changed, casino advertising messages immediately shifted to focus on that winning feeling. These messages often fall into the legal category of puffery – the use of exaggerated and inflated statements that no reasonable person would take literally. This can have an adverse effect on a casino’s reputation if the claims aren’t truthful and don’t have supporting evidence.

A successful casino is a place where people feel great, and this requires consistent messaging. It also means staying current with industry trends and keeping up to date on the latest technologies. For example, e-sports are becoming increasingly popular, and the casino market can benefit from partnership opportunities. This could include sponsorships, events and loyalty programs.

Another way to stay competitive is through product differentiation. This includes promoting gaming advantages like the ability to play games with higher payouts, more generous bonuses and better odds. This message competes with the broader “better chance to win” message that is commonly seen in most casino promotions today. It is important for casinos to distinguish themselves from competitors by focusing on differentiation rather than chasing the generic, instantaneous free play reward that is currently the norm.

Lastly, casinos need to be mindful of their environmental design and the impact it has on their brand image. A casino can make an enormous impression with its surroundings, especially if it is located in an exotic location. This can be a selling point that is overlooked in many casino marketing campaigns, but it should be taken into consideration when designing a casino.

While it may not have the pizzazz of a film like Goodfellas, Casino is still an epic history lesson about Vegas and its deep roots with organized crime. It shows how a city that was once controlled by the mafia has become a global gambling giant. It’s a riveting movie that keeps on pulling from beginning to end, and De Niro’s performance is nothing short of brilliant. Sharon Stone and Joe Pesci round out the stellar cast. The three actors form a perfect dynamic, and their chemistry makes this a must-see.