Casino is a powerful movie and a perfect history lesson about the evolution of Vegas. It also illustrates how a few good players can change the world around them and what happens when greed and corruption run amok. It is hard to find a positive character in the film, which is an indicator of the morality involved in casinos.

When people enter a casino, they are immersed in a sensory overload of bright lights, ringing slot machines and sounds. They are given a false sense of expectancy that they will win, and it seems like a winning hand is just around the corner. Casinos even go as far as to make it difficult for patrons to know what time of day or night it is, by coating windows with tint that blocks the light. Curving paths and strategically placed gaming sections lure you into new bets while the opulent decor and music create an environment of luxury, making it easy to ignore your basic human needs for sleep and sustenance.

The characters in Casino are mired in avarice, treachery and violence, and it is no surprise that they all get their comeuppance in the end. Yet, the movie is captivating to watch and leaves you with a bittersweet taste in your mouth as you see what can happen when we put the fate of our money into the hands of chance.

The gaming industry is changing, and it’s important for casino marketers to understand how to best engage their target audience. Demographics are one helpful piece of information, but it’s essential to know what your audience really wants and how their preferences may differ from generation to generation.