Create positive feedback loops

Many of the appeals of a casino are based on emotional decisions. Gaming, eating and drinking, entertainment, and other casino attractions are designed to make customers feel good. By doubling down on these feelings, you can improve your casino's marketing results and keep customers coming back for more.

Feedback loops are defined as times when the output from an action is fed back into the beginning of the sequence as an input. So, for instance, when a child does something funny and gets laughter or applause from a parent, they are more likely to do whatever they were doing again to get the same response.

Positive feedback loops increase the likelihood of the action being repeated. Negative feedback loops, on the other hand, decrease this likelihood. An example of a negative feedback loop is parking in a loading zone and receiving an expensive ticket. You will be much less likely to park in a loading zone in the future because of the fear of getting another ticket.

You likely already use positive feedback loops throughout your casino, potentially without even knowing it. Guests who win a game feel happy and are more likely to play that game again in the future. They may even try to recreate the conditions of their winning exactly. Guests who have a negative experience are less likely to return.