The High Energy Rush of Gambling at Harrah's

When choosing to gamble their hard-earned money and although most do not believe they are going to win, consumers are spending their money on the emotions and feelings the activity of gambling conjures. Consumers gamble because they want to feel the high of an adrenaline rush, escape the pressures of their daily lives, and feel as if they are engaging in risky behavior without actually betting their life in exchange for the rush. The feelings of exuberance and anticipation are most of the package deal in which consumers invest when they make the decision to bet their money inside a casino, or in any other gambling environment. Although consumers know the odds are not stacked in their favor for significant monetary gain, the feelings and emotions that result from gambling are huge market drivers for the gaming industry.

After Harrah’s discovered this information, they prepared to capitalize on these market drivers by developing a differentiated brand position that would focus on appealing to the emotional aspect of the gambling experience. After their new strategy was underway, Harra...