When people step into a casino they enter a completely different world; one where bright colors and flashing lights, the sound of clinking slot machines and the scent of pure excitement fill the air. This is a world that is designed to entice the gambler and to provide them with an unforgettable experience.

A casino is essentially an indoor amusement park for adults with the vast majority of its entertainment (and profits for the owner) coming from gambling. While the modern casino offers a variety of other entertainment options, including musical shows, lighted fountains and shopping centers, the games of chance are what really draw in the crowds. Slot machines, blackjack, roulette, poker and other games of chance account for the billions of dollars in revenue that casinos rake in each year.

While the main characters in Casino are driven by greed and avarice, Scorsese has not created a movie of purely human tragedy. There are moments of brilliance, and the cast is led by a remarkable performance from Sharon Stone as ginger McKenna, whose seductive powers, even while she’s being beaten down, remain undiminished.

Casinos are a unique business model that requires a high level of expertise to thrive. While the popular games and entertainment options that are most attractive to today’s audiences may not be what they’re looking for five or ten years from now, there are strategies for casino marketers that can help them stay ahead of these changing trends and remain an industry leader.