A casino, also known as a gambling house or gaming establishment, is a place where people can gamble and play games of chance. It may also offer dining, entertainment and other amenities. Casinos are found in the United States and around the world. Some are incorporated into hotels, resorts and cruise ships. Others stand alone as standalone entertainment venues.

Casinos make their money by taking a small percentage of all bets placed, a process called the vig or rake. The exact amount depends on the game, but is usually less than two percent. The vig can be offset by offering complimentary items or comps to players. Many casinos have a strong social component, and patrons are often surrounded by other people as they play, shouting encouragement or commiserating after a loss. In addition, casino atmospheres are designed to be awash in noise, light and excitement.

Traditionally, casino marketing has focused heavily on demographics, with marketers targeting baby boomers and Generation X as their primary audience. However, the emergence of the millennial audience and their unique behaviors and interests are creating significant changes in casino marketing strategies. Increasingly, casinos are looking to reach this new audience by elevating entertainment options, adding online components to floor games and adopting mobile marketing tactics.

Additionally, as the popularity of e-sports continues to grow, casinos are seeking ways to partner with e-sports teams and platforms to boost their brand. They are also exploring virtual and augmented reality to create immersive experiences that appeal to this emerging market.