Many industries have introduced art into their marketing campaigns to attract a larger audience. Similarly, the gambling industry frequently collaborates with different artists, both visual and performing, to promote its services to different audiences.
Many casinos have testified to the record-breaking impact of featuring art on their platforms. With increased popularity and improved sales, art and gaming are increasingly becoming inseparable.
In this piece, we will discuss the impact of art in the gaming industry, particularly as a marketing tool.
Brand Identity
Every successful business has a brand identity. This is what distinguishes the business from its competitors. Casinos, like any other business, also need a brand identity to stand out among their competitors in the industry. One sure way to stand out among stiff competition is to build a brand identity with strong artistic themes.
Many brick-and-mortar casinos have gotten the hack of using artwork to create a brand identity. Apart from their logos, these gambling houses often use specific themes to make unique architecture and interior decor that can only be associated with them.
To further create a solid brand image, these gambling houses incorporate artwork into their designs. A higher roller casino that targets opulent players, the house will have artistic pieces that signify grandeur, sophistication, and class. A gaming club that wants to attract a more traditional audience will display classic and historic artworks. While a club that targets a younger populace will have trendy and cutting-edge artistic pieces in its house.
Online casinos can also feature any of these artistic pieces in their designs. Although these artworks are often infused in the background of the available games on the platform, they can also be featured on the platform’s website and across their social media pages.
This explains why iGaming platforms often collaborate with artists and designers to develop exclusive themes and graphics.
The impact of artistic pieces in physical betting clubs is quite similar to its impact in online casinos. Regardless of the medium, the target audience will always appreciate the artistic inclusion.
Customer Experience
Every artwork holds a unique memory, so it’s no surprise that people can make a connection with an artwork. Anyone can have a memorable experience by simply observing artworks. Needless to say, artworks not only tell a story but also evoke emotion in their audience.
A player can experience a feeling of nostalgia from visiting a gaming club with artworks from many decades ago or from places they used to know. Others may feel excited by futuristic artwork pieces. Different people react differently to different artworks, but they all have one thing in common: the human ability to feel a sense of emotion towards something that reminds us of a past or futuristic event. Thus, artworks can create a memorable experience for visitors and players.
Betting clubs can also use visual arts to make an appealing and engaging casino environment with good aesthetic space and interior design. This can include everything from the layout of the place to the artwork on the walls. Other subtle inclusions of are:
- Lighting to create a sense of excitement and glamour.
- Music of different genres to create a specific vibe.
- Online promotional purposes through infographics and videos.
Online casinos have taken their design a notch higher with the use of virtual reality (VR) and augmented reality (AR) to create aesthetically pleasing virtual clubs. These technologies allow players to tour different iGaming platforms with tastefully designed artwork. This further increases the player’s overall experience.
Conclusion
The Borgata Casino’s artistic style campaign is one of the best examples of the impact of art in casino marketing. By collaborating with top talents, Borgata Casino has shown that it is possible to venture from conventional marketing style to world-class marketing.
Integrating art into casino marketing strategies has several benefits. Top on the list are enhanced brand image, improved customer experience, and cultural appeal. This has a trickle-down effect on attracting a wider audience and increasing revenue.