It’s easy to see why Casino, with its eloquent script, sweeping storyline, and stars like Robert De Niro and Joe Pesci, would have been an instant monster hit at the box office in 1990. It was the spiritual sequel to Goodfellas, which had already penetrated the popular consciousness. It’s also a profoundly disturbing movie about the corruption and violence of organized crime in Vegas, a city that mints billions from its flashing lights and glitzy gambling establishments.

Underneath the gloss of their sparkling facets and free cocktails, casinos are rigged with mathematics designed to slowly bleed patrons of cash. For years, mathematically inclined minds have attempted to turn the tables by using probability and game theory to beat the system. One famous attempt involved physicists who used a fluttering baseball bat to beat the table at roulette in an effort to discover its mathematical flaw.

Today, casinos wiff scented oils throughout their ventilation systems to create a manufactured blissful experience and keep people coming back for more. The joyful sound of slot machines and the pulsating illumination of their reels are meant to distract gamblers from the fact that they’re losing money in exchange for a manufactured sense of euphoria.

While the gaming floor is at the heart of a casino, there are many other ways to make revenue. Many are ideal venues for events and group business, offering restaurants, spas, health clubs, luxurious hotel offerings, cutting-edge technology, and flexible meeting spaces. To attract these customers, marketing campaigns should include specific messaging and targeting for events and group business.