The furnishing of a resort casino also conveys messages to patrons through from, colour, scale, texture and line. They communicate boundaries, define movement, and can convey a sense of space or enclosure.
Taste is the sense associated with eating and drinking. Although taste is not directly associated with gambling, many casino patrons frequent bars and restaurants at the resort casino and therefore play a vital role in attracting them. Clever casino marketers use taste to make a gamblers experience a more sensory one. Snacks are often salty snacks to encourage beverage purchases. When gamblers drink more alcohol they are more lightly to relax and not be too concerned with money matters. It has also been proven that taste is strongly linked to memory. Tastes can bring up memories and moods to the surface. Thus providing a casino patron with his or her favourite drink at a slot machine could bring up the familiar feeling of winning or exhilarating gaming experience putting a casino player in the mood for casino fun.
Like the other senses touch is also highly linked to memory, emotion and psychological reaction. Casino patronsare always touching poker chips, tables, slot machines, playing cards, money and chairs. Using the sense of touch to make a casino patron as comfortable as possible can also be achieved using comfy silk chairs and soft carpets. Even chips are not made of metal so the association with money is broken. The temperature within the casino must also be kept to perfect comfort level to ensure casino patrons do not feel uncomfortable. Providing casino patrons with cards with credits on as opposed to using cash is not only more convenient but also reduces the perceived link to money and ensures people do not handle money which is by nature dirty. Handling dirty money will impact on the perceived quality of the casino. Everything in the casino must be clean at all times. Certain resort casinos take the sense of touch to a new level with vibrating chairs and touch screen slot machines. The proximity of casino patrons between each other when sitting at slot machines also impacts behaviour as excitement literally rubs off onto others.
A key issue here is smoking in casinos. As a start, having separate smoking and non smoking sections with good ventilation will keep every patron happy. A study was conducted in Las Vegas which conclusively proved that odour significantly impacted the amount of money spent at casinos. Aroma in the casino air can not only significantly alter mood but also make casino patrons feel more comfortable, relaxed and sociable. Smell like taste discussed previously is significantly linked to memory. Allowing a casino patron to smell something that brings up good memories and feelings would increase desired behaviour from a casino perspective. Casino patrons may wish to return subconsciously to smell the smell, relive a memory and enjoy the emotion. An example – Smelling oak at a Roulette table gives an air of sophistication whereas a hint of a spicy scent at a slot machine would give an emotion of adventure.
A casino urban myth.
There was widespread speculation recently that casinos intentionally pump oxygen into the casino environment to increase oxygen levels. This is supposed to keep players more awake and playing for longer. This is however highly unlikely as the fire hazard created by an oxygen rich environment would out way the potential revenue increase for a casino.
The repetitive jingles of slot machines and reels lining up for a jackpot win create an unmistakable casino feel. Apart from reminding players of the possibility of wining by hearing jackpot bells across the room, these are said to put resort casino patrons in a sort of gamble trance and further lose track of time and reality. Music can also be used effectively to alter mood reduce perceived time and irritation of waiting. One study showed that classical music when compared to top 40 music makes people buy more expensive things. Although this could be due to the demographic with money or type of product things like this should be kept in mind when designing resort casinomusic. Fast tempo music is often more associated with a happy mood and gets people acting quicker. Ensuring the right sounds are played to the right people in the right places at the right time is key to a successful resort casino.
A final Thought.
It is important to remember that the five senses have dramatic effects on people’s behaviour in a resort casino. Another good question is whether this applies to online casinos also. How would a virtual casino achieve such sensory heights? I’m sure ever more creative ways to achieve this will be invented by online casino marketers.
If you enjoyed this brief look at the five senses and casinos then why not try and compare these findings and see how online casinos measure up.