When it comes to a casino, people are looking for a variety of different experiences. Many are drawn to the flashy lights and giveaways, but others enjoy using their skill and strategy to increase their chances of winning. In either case, the casinos are designed to create a sense of excitement, which is why they’re so popular.

Whether they’re attempting to win big on the slot machines or staking their lives against the house in blackjack, each bet gives a casino a mathematical expectancy of profit. So it’s rare for a patron to lose money. To ensure that they don’t, casinos offer huge inducements to high-stakes players: free spectacular entertainment, luxury living quarters, and reduced-fare transportation.

While Scorsese’s film has bravura set pieces, including a torture-by-vice sequence that popped an eyeball and a sound-design baseball bat-beating, the movie’s overall tone is less ecstatic than rueful and skeptic of institutions of exploitation. It’s an attitude that carries over into the movie’s final scene, where Ace cries out over images of Las Vegas remade for family fun, “This town will never be the same.”

As you plan your own casino marketing campaign, keep in mind that social proof can help you boost conversions. Consumers tend to trust their peers more than they do marketers, and you can harness this power by displaying testimonials on your website, social media pages, and other promotional materials. Getting to know your target audience and where they are coming from is also essential. For example, a group of women at a casino might be there to celebrate a friend’s bachelorette party, or they could be on a business trip with a few hours to kill before their next meeting.