There is something intoxicating about stepping into a casino. The dazzling lights, the sound of coins clinking in slot machines and the smell of money entice people to spend their hard-earned cash. Even jaded individuals can’t help but feel excited. But what’s behind that veneer of excitement? It turns out, a lot.

Despite their appearance, casinos are not just gambling halls. They are an engineered experience designed to bleed players of their money. They are rigged to ensure that the house always wins. This is why some mathematically inclined minds have tried to turn the tables, utilizing their knowledge of game theory and probability to beat the system. Unfortunately for them, the system is just too well-engineered.

A casino’s primary audience are those who enjoy gambling, and they can be divided into two groups – the regulars who strut their stuff with confidence, and those trying to win back what they lost the last round. These people are a diverse bunch, and while they may tut and sigh when the dice don’t roll their way, they do have one thing in common – they’re there to have fun!

That’s why casino marketing should focus on creating a sense of fun. For example, introducing new games to the floor can increase the sense of adventure and excitement for visitors. Additionally, leveraging events and social media can boost engagement and brand awareness. Casinos should also focus on catering to younger generations, including millennials and Gen Z. This means elevating entertainment and food options, incorporating online components to floor games, and providing mobile marketing.

There are a number of other important trends shaping casino marketing, including the use of augmented reality to enhance customer experiences and provide more personalized service. It is also important to keep in mind that trends are constantly changing, so it’s essential for marketers to stay ahead of the curve and adjust their strategy accordingly.

Many casinos have been successful by targeting their customers’ emotions, such as excitement and anticipation. For example, they use scented oils throughout their ventilation systems to make the gaming experience as pleasant and euphoric as possible. They also encourage their customers to lose track of time, by removing clocks from the floor and not allowing dealers to wear watches. These are just a few of the ways that casinos create an artificially blissful environment to keep their customers gambling.

Casino is not the first movie to skewer Sin City, but it is probably the most enduring. It is a period piece that captures the essence of an era, and like Paul Verhoeven’s Showgirls and Goodfellas, it is a film about Vegas. But it is more than that: It reflects on the rough blur of capitalism antiseptically displaces not just crime, but organized labor as well. It is a cautionary tale, and it is a great film.