Casinos are pretty masterful at using psychological tricks that attract players and keep them gambling. One of the branches of psychology that casinos use the most these days is behavioral psychology. They try to understand human emotions, decision-making patterns, and much more – all to encourage you to play more, spend more, and return to the same casino.
Gambling sites and physical casinos are proof that behavioral psychology works. Experts and researchers have long searched for ways to influence people’s behaviors by tracking their activities and decision-making. Based on their findings, casinos have found some truly unique ways to reel players in and keep them coming back for more. In this post, we will discuss some of the strategies used by casinos nowadays.
Physical casinos are designed with care and the player in mind. The design of a casino is luxurious and stimulating, so that it attracts you to enter and keep playing. This includes everything from the casino’s lighting, layout, sounds, and even the scents they use to keep you comfortable and engaged.
Let’s take a closer look into these elements:
Lighting and colors: Soft, warmer lighting is known to create a cozy, inviting atmosphere. Bright and colorful displays like the ones you see on slot machines evoke feelings of joy and excitement. Moreover, the absence of natural light and clocks ensures that players lose track of time – which is a great advantage for the casinos. Casinos source all this information from behavioral psychology – and it works!
Sounds: According to behavioral psychology, upbeat music can create a sense of celebration. Combine this with the sounds of slot machines, the cheers from winner, and more, and players feel a great shot at winning. Such auditory cues strengthen the idea that players can win money – even when it is mostly about luck!
Scents: Finally, behavioral psychology has taught casinos that certain scents can create different feelings in people Scents like vanilla or lavender, which are often used at physical casinos, create a calming, yet energizing atmosphere. According to research, pleasant smells can also increase the chances of the player staying at the casino.
Casinos often have their gamification principles in combination with rewards. This is most present in online casinos where you can now find various bonuses – and quite often. Such rewards create a cycle of excitement and anticipation. In fact, bonuses are so popular that most players consider this the biggest factor to choosing a casino. Quality casinos offer good bonuses with excellent terms, such as free spins or a match bonus you can use on the best Kahnawake online slots as well as table and card games. This, among other things, is all tailored to create a more engaging experience for the players.
With a bonus or a reward in hand, a player is far more likely to keep playing, not to mention choose the casino that offers these perks. Here is what casinos offer:
Near-misses. Have you noticed how slot machines often create these near-misses, where you almost get a winning combination? This is a gamification trick where the machines create a sense of ‘being close to winning’. Chances are, you will spin the reel at least a few more times after a near-miss.
Loyalty programs: Many casinos, especially online casinos, offer reward programs where returning players can earn points for gambling – or rewards and perks. In some casinos, points can be redeemed for free play, hotel stays, or meals. In other programs, especially online, you get an award when you reach a new tier of the program. These are also inspired by behavioral psychology, since they create a sense of achievement and maximize the chances of the player to come back to the casino.
Variable rewards: Casinos will often use a variable reward schedule. What does this mean? It means that they will give you unpredictable, irregular payouts. Players often continue to gamble waiting for the big win because of this.
Casinos also capitalize on humans being social creatures. As such, they create a sense of community, and often use social proof to drive engagement. For instance, casinos will often give you a list of winners. If it is online, it will be highlighted in some part for everyone to see. They can also add these to the casino sign, inside the casino, and accompany it by flashing lights and sounds. This method creates a perception that, in that casino, people win often, which encourages players to try their luck.
Finally, casinos use behavioral data in combination with technology to create personalized marketing. We are talking about player tracking systems that allow casinos to give players personalized promotions based on their activity. Such a targeted approach increases the satisfaction of players, as well as the chance of them playing more.
We also have customized experiences for high-value players. High rollers often receive VIP treatment at casinos, both physical and online. These include personal hosts, private gaming areas, bigger bonuses, access to more online games, and more. Such personalization fosters a sense of exclusivity.
Casinos have one major mission – to attract more players who play often – and a lot. Knowing their tricks and strategies should paint a clearer picture as to what to look for, as well as serve as a cautionary story that will prevent you from getting carried away when you gamble. Gambling can be an exciting, thrilling – and sometimes even a rewarding experience, but you should always remember responsible gambling practices, no matter how enticing it can be to keep playing.
