Casino offers a fascinating glimpse into the world of gambling. While the movie focuses on mob ties, it’s also about the way casinos use everything to create a manufactured blissful experience that keeps people coming back. Casinos use everything from music and coins clinking to scented oils and bright lights to keep people playing. But anyone with even a basic grip of math and economics can see that the only thing that consistently wins in this game is the house.

The casino’s advantage can be tiny but over time it can add up to a lot of money. That’s how casinos can afford to build huge hotels, fountains and towers and giant pyramids and replicas of famous landmarks. In fact, the house edge is so small that it may not even be noticed at first. But over time it’s enough to make the casinos rich enough to spend millions on dazzling giveaways and flashy promotions.

Something about gambling seems to encourage both patrons and staff to cheat, steal or scam their way into a jackpot. It’s why casinos spend a lot of time, effort and money on security.

Like any other business, casinos must constantly adapt to the changing marketplace and the needs of their customers. What’s popular today may not be what’s in demand five or ten years down the road. That’s why it’s important for casinos to focus on discoverability and understand what their audiences want. Whether it’s gaming, dining, events or entertainment, these trends need to be incorporated into a casino’s marketing strategy.