Many casino guests rely on chance when they hit the slots or play poker. However, most gamblers are not merely trying to get lucky; they want to have a good time. Casinos use bright lights, clinking coin noises and even the smell of certain chemicals to make players feel happy, relaxed and excited. These strategies are not just to attract new customers, they also keep people coming back for more.

In order to appeal to a wide audience, casinos must be able to understand their customers’ needs and pain points. This requires more than just demographic data such as age, income and education. It also means understanding why they’re there in the first place, for example, are they looking to escape the real world for an hour or two, or do they prefer a more competitive environment where they can outsmart their fellow players?

With all its themes of greed, treachery and avarice, Casino isn’t a movie for everyone. But it’s a terrific thriller that never lags or loses momentum. Robert De Niro’s performance as crooked bookie Ace Rothstein is masterful, while Sharon Stone is equally as impressive in her role as blonde hustler Ginger McKenna. The film’s dynamic between them is truly spellbinding.