It is not a secret that casinos have been investing a lot of resources into catering to their Asian clients, but should it be acceptable for them to actively and aggressively try to pull Asians into their gaming facilities? According to any article from The New York Times, the recent promotional blitz by Las Vegas toward the Asian community has created emotions ranging from concern to downright extreme anger.

There are basically two ways in which Las Vegas casinos are able to lure in and keep the business of wealthy Asian (mostly newly rich Chinese) and Asian-Americans. One is by creating an enjoyable experience inside the casinos. Second is targeted advertising to the Asian demographic.

The first method strives to create an "Asian friendly" environment inside casinos. This method is one that I have absolutely no problem with what-so-ever. The first and most important rule of thumb in running a successful business is to "know your customer," and casinos can not be blamed for spotting the tremendous amount of cash inflows from their Asian clients and creating a more "user friendly" environment.

The second method involves special societal-based advertising campaigns. This is where the slippery slope of ethics begins, and I for one, have a hard time blaming the casinos for their marketing campaigns. The article gives example of Las Vegas and Atlantic City casinos using advertisements in Asian dialects; advertisements placed in community newspapers in nearby cities; and mailers written in a recipient's native language.