The research was carried out at Montreal Casino during promotional “Vegas Nights” last year.
Canada.- Three researchers from Montreal have completed a study that looks at the specific techniques implemented by a local casino to create a “sensuous” gambling experience for customers.
The researchers from Concordia’s Centre for Sensory Studies documented specifically customer experience at Montreal Casino during promotional “Vegas Nights” in September and October 2019.
The trio wrote that the nights were a “buffet of over-the-top spectacles and sensations”, with the casino hiring drag queens, magicians and providing Vegas-style cocktails and fried food.
The paper’s lead author, Erin Lynch, said: “In recent years there has been an explosion of experiential design in casinos, where what is being offered is not just an activity but an experience that appeals to the senses.
“We wanted to take this relational and contextual approach and look at how the senses mix and mingle within the casino environment. We also investigated how various actors such as patrons and employees co-produce that atmosphere.
“The Vegas Nights theme appeals to the bacchanalian, more-is-more aesthetic that comes from the actual Las Vegas, and it is also interesting as a theming exercise.
“Vegas pretends to be somewhere else all the time — Paris, Venice, Egypt. So, when in Vegas you are being somewhere that’s pretending to be somewhere else. Vegas Nights at the Montreal Casino pushes this even further, being a copy of a copy.”