Casinos are a unique type of entertainment venue. With their flashy, extravagant decor and energizing music, casinos provide an intoxicating atmosphere that’s impossible to ignore. While the people in a casino may have varying intentions — from those simply trying to win big, to those trying to recover what they lost from their last round — most of them share one thing: They’re having a blast!

From the flashy glamor of Las Vegas strip casinos to illegal pai gow parlors in New York’s Chinatown, there are more than 100 million people around the world who enjoy visiting casino-like establishments. They may be drawn to the glamour of a glitzy hotel lobby, the excitement of high stakes poker or the sense of adventure that comes with attempting to beat the house at roulette.

While these are all factors that can contribute to a casino’s popularity, the truth is that a lot of things can change from year to year in the casino industry. What’s popular today might not be so five or ten years from now, and that’s why it’s important for casino marketers to understand what trends are impacting their audience in order to create engaging content that will keep them coming back.

The best casino marketing strategies take into account not only the demographics of a casino’s target audience, but also its discoveryability. For example, using tools like Cvent’s Competitive Market Ads can help a casino attract group business from planners in sister markets or other nearby markets by placing them at the top of search results for related keywords.