One of the most important casino marketing principles is the decision to give out complimentary services or “comps.”

Many casinos view comps as an important marketing strategy and way to attract customers. Comps can take many forms. One of the most common types of comps is free drinks that are awarded to those who gamble for long amounts of time. Smaller houses generally give more away in comps than larger houses, because smaller houses are still trying to build their patron base, whereas larger houses are already established.

Those who spend large amounts of money at casinos can receive amazing comps such as free dinners, suites and even transportation. One of the ideologies behind comps is that even if a player loses, he or she will feel like they’ve won something when they receive a small token of appreciation from the casino.

Even though comps can be extremely valuable, it is important that they be highly monitored. No casino can afford to give away too many comps.

It is important to remember that the main reason for giving comps is to reward good customers and persuade good customers to become better customers. The best sorts of comps are directly related to gambling, because other comps (such as movie passes or gifts) present no incentive for the customer to continue to play. Comps such as free tokens or chips have a value only if a person plays more, so they are more valuable to the casino.

Some casinos also invite their top players to special events that involve entertainment or sporting events. These events are called junkets and they are similar to the well-known junkets that journalists are often invited to participate in.

Complimentary services have been extremely controversial in the history of casinos because of their potential to mislead customers.

Another important marketing strategy for casinos is focusing on finding out what the customer desires and providing it. Casino’s revenues come entirely from the public. Because of the amount it costs to lose customers in today’s business world, and seeing as word of mouth is one of the best promotion techniques, it is important for casinos to ensure that their customers are satisfied.