Casino is an immersive experience that draws people in for a chance to win big. The sights and sounds of clinking slot machines, laughing players around tables, and the scent of excitement are enough to make even the most skeptical person take a step back and marvel at the spectacle. While musical shows, lighted fountains and shopping centers are some of the most popular draws for visitors, casinos wouldn’t exist without games of chance. These games — slots, blackjack, poker and roulette — are the engines that drive billions of dollars in profits for casinos each year.

While there’s a lot of fun to be had at a casino, there’s also one certainty: The house always wins. That’s because, unlike a charitable organization that gives free money to all patrons, casinos operate on a business model where the house always wins in the long run. Every game offers a built-in advantage that, over time, ensures the casino will eventually win. This mathematical expectancy, known as the house edge, is what allows a casino to operate with a virtual assurance of gross profit.

Because of this, casinos must constantly innovate and adapt to their audience’s changing interests. Social proof and celebrity endorsements are powerful in attracting new customers, but it’s important for a casino to stay on top of gaming trends as well. Online gambling, entertainment preferences and e-sports are rapidly evolving and it’s important for casinos to understand and capitalize on them to keep their audience engaged.