They may be smaller than the ones in Las Vegas, but cruise ship casinos mirror what’s found on land in terms of rules and the training required for dealers. Cruise lines make sure they’re offering the latest and most popular slots and table games, including penny video slots and the ever popular blackjack. Here’s what you need to know to improve your odds, at least of having fun:

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Americans spend more money on gaming than on trips to the cinema by a 10-1 ratio, and more money is lost during a typical casino visit than is spent in an average visit to a mall.
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1. Casinos close while in port.

If you plan to spend a lot of time in the ship’s casino, choose an itinerary with a lot of sea days. With a few exceptions — including overnight in Bermuda and Nassau ports — cruise ship casinos are required to remain closed when the ship is in port so as not to compete with local gambling or entertainment businesses. In Bermuda, casinos on ships can operate from 9 pm to 5 am, and in Nassau, from 7 pm to 3 am.

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2. Ship casinos are open in international waters.

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Casinos are typically only open 3 to 12 nautical miles from the coast. However, in the case of Alaska, cruise ship casinos are permitted to open 3 miles after departing from one Alaska port until 3 miles before arriving in the next Alaska port, regardless of proximity to land. That’s good for gamblers, as cruises in southeast Alaska tend to hug the coastline.

3. Smoking is part of the game.

Though there are fewer places to smoke on cruise ships than ever before, casinos are one of the last holdouts. Most cruise ship casinos, with the exception of the luxury lines, have designated smoking areas for cigarette smokers; however, cigar lovers are rarely permitted to light up.

4. Card sharks are a rare species at sea.

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Professional gamblers tend to focus their energies on the land-based casinos that are open around the clock, without the distractions of a cruise — from buffets to deck parties and those pesky ports of call. Plus, according to Paul Jarvis, vice president of casino operations for Carnival Corp., card sharks seek anonymity, and passengers need to provide the cruise line with their passport details before boarding.

5. Gambling theme cruises offer real competition for top players.

If you really want to double down on your gaming ops at sea, some cruise lines — including Carnival and Norwegian Cruise Line — host blackjack, slots, and poker tournaments that attract hundreds of gaming enthusiasts. Qualifying rounds are held on cruises throughout the year, with the final competition taking place toward the end of the year.

Just like its rivals for consumers’ disposable income, America’s $90-billion-a-year gaming and casino industry is significantly driven by database marketing. But gaming customers are very different in one major respect.

While adult patrons of a hit movie, for example, know they will spend about $8 to $10 on a ticket, perhaps buy soda and popcorn and then head home, some casino customers lose huge sums of money while a few others might actually make a profit, especially those who are skilled at games such as blackjack.

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Can casino owners more accurately identify and predict which of their regular customers will lose the most money? How often will these customers visit? How will they allocate their bets among slots and tables? By targeting those players, can casinos follow up with a more effective direct marketing campaign?

The questions inspired two Wharton faculty members and a colleague at New York University’s Stern School of Business to see if they could develop a mathematical model to identify these most lucrative customers. The three researchers — marketing professors Raghuram Iyengar and Jehoshua Eliashberg, and Sam K. Hui, a marketing professor at Stern — say that the answer is an unqualified yes. Indeed, they wonder why casinos aren’t already using these tools.

The issue for casinos “is one of attracting their best customers,” said Iyengar, noting that most casinos and slots parlors already collect some types of extensive marketing data on their customers. “Our list overlaps somewhat with their list, but the lists are not identical.” The casinos are reaching out to their customers, “but they could be doing it better.”

The study by Iyengar, Eliashberg and Hui — entitled “A Model for Gamers’ Revenue in Casinos” — develops a mathematical model which integrates gamers’ frequency of casino visits, their total wagers and the distribution of those bets at table games versus slots machines. The researchers determined if revenue from specific players was derived from “skill” or “luck,” and they were able to identify players who are highly skilled or perhaps revenue-producing high rollers.

Knowledge@Wharton High School

Avoiding ‘Unattractive Customers’

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In addition, the team looked at ways that demographics could provide casino owners with valuable marketing insights. The data suggested, for example, that women devote more of their spending to slot machines than to table games like blackjack, and that men have a higher level of skill at the gaming tables than women. Iyengar and Eliashberg suggested that more useful information could have been gathered if they had been given more specific demographic data. “This information would really help [casinos] target more precisely the most attractive customers, because you certainly don’t want to target the unattractive customers,” Eliashberg said. “You want to spend your money where you get the most bang for your buck.”

While the characteristics they studied are fairly unique to the gaming industry, the authors said there are other business situations i