The phrase “Casino” brings to mind glitzy lights, champagne glasses clinking, and tourists and locals all mingling in a fun, social atmosphere. But it’s important to remember that casinos are more than just gambling halls. They’re entertainment venues that feature games, restaurants, hotels, non-gambling game rooms, spas, and a host of other attractions to keep gamblers and visitors alike entertained and happy.

Many casino patrons are addicts, and studies show that compulsive gambling can have a negative economic impact on the community. The addictions that cause people to gamble can shift spending from other sources of entertainment, and the cost of treating problem gambling can offset any income that casinos may bring in. Casinos are also accused of causing the decline of property values in nearby neighborhoods.

Casinos use a variety of strategies to keep players in their establishments longer, including wafting the smell of perfume through ventilation systems, offering free drinks and food to big spenders, and using near-misses to encourage gambling. They also use their high-tech surveillance systems to monitor patrons and the games themselves. The euphoric settings and manufactured sense of happiness that casinos create are designed to make gamblers feel good, and the money they spend helps them get that feeling even more often.

The popularity of casino movies like Oceans 11 shows that people love to see the glamorous side of a casino, but it’s important for marketers to understand that there is more to the experience than just gaming and eating and drinking. Using the “jobs to be done” framework can help you understand what your customers are actually looking for in your space and adjust your messaging, marketing, and offerings accordingly.