Casino is a movie about violence, treachery and avarice, but it also tells the story of how mafia bosses lost control of a desert city that was minting money in billions. It shows how Las Vegas grew from a small town into an enormous gambling giant. It’s a movie with epic consequences.

Casinos make their money by taking a percentage of the winnings of people who play games with some skill, such as blackjack and poker. This is known as the house edge. It’s very low (usually lower than two percent) but, over time and with millions of bets, it adds up. Casinos use this income to build elaborate hotels, fountains and pyramids and to fund entertainment shows.

In the twenty-first century, casinos are choosier about who they let gamble. They concentrate their investments in “high rollers.” These people often gamble in special rooms, away from the main floor, where they can bet tens of thousands of dollars or more. They are rewarded with comps, free hotel rooms, dinners, tickets to shows and other luxurious treats.

Casinos also offer cutting-edge technology, luxury hotel suites, award-winning spa and fitness amenities, delicious food and beverages, and event and group business spaces. Marketing strategies should include specific messaging and targeting for these offerings as well as for gaming. This will help the casino attract the millennial and Gen Z audience that tend to spend more on non-gaming activities. They are also more likely to prefer mobile apps and online components of casino games.