Nightlife and gambling have long been intertwined. In Las Vegas, Monaco, London, or many other cities, the arc of a good night will include a trip to a show, a nightclub, and a blackjack table (or something of that nature).

It first came to be in the swingin’ sixties, with the Playboy Club in Mayfair, London, opting to introduce a casino to its patrons after a relaxation of the laws around gambling in 1960.

Playboy set about enveloping its brand with the most popular table games. Bunnies would act as croupiers in one room and the guests would socialise in another.

It was a resounding success, so much so it allowed the Playboy brand to grow and thrive in what was otherwise a tricky era for Hugh Hefner and his company.

Below, we look into the mechanics of blending nightlife with the casino, how it works, why it works, and the future of such a practice as regulatory frameworks continue to expand.

Finding The Perfect Venue

It’s a science.

The biggest casino brands, like Playboy, will examine key metrics and pick the venues with high footfall and uber invisibility–see the likes of Las Vegas, Macau, and Cancun as an example.

Once that’s been established, Playboy focuses on implementing its branding as thoroughly and innately as possible. That means working with the operator (the company tasked with running the day-to-day business of the casino) to use the famous bunny ears on tables, carpets, and even cards.

The brand will bring the patrons in, and then the fun begins! Free drinks and food at gaming tables blend with nightlife elements such as VIP areas and exclusive restaurants to bring about a homogeneous experience.

All the best modern-day casinos understand the importance of injecting real-world luxuries into the general live gaming experience.

Why It Works: Using The Brand To Great Effect

When Playboy partnered with the Palms Casino back in 2006, the Palms President waxed lyrical about the ability of Playboy to turn heads and attract eyes: “It was part of the reason we were interested in working with Playboy. There is always different opportunities we can take advantage of.”

Jeff Georgino, senior vice president of location-based entertainment for Playboy Enterprises at the time, explained the move from the Playboy business perspective.

“We wanted the association with gaming in a club environment,” he said. “We wanted to be able to integrate a lounge and a nightclub with a casino because it hadn’t been done in Vegas before.”

The club closed down in 2012, with both Palms and Playboy opting to pursue different business opportunities. But for a brief period, it was one of the staple destinations for visitors around the world.

The Reappearing Brand: Playboy And Gaming

Playboy has undergone several iterations in the gaming sphere. From the sixties onwards, the powerful nature of the brand ensures it remains an attractive prospect for casinos, both brick and mortar and online.

That’s because you can bet on nostalgia, which is a very real and enticing currency in gambling. Just look at the number of slots there are that hark back to a different era.

Fictional British spy and Hollywood stalwart James Bond is forever associated with casinos. Tuxedos, top hats, and sparkling outfits are still worn by patrons for a night out at the gaming hall. And you can count Playboy as a brand entwined with casino.