Casinos are exciting places where champagne glasses clink, tourists and locals mingle and everyone is trying their luck at games ranging from poker to roulette. They’re also full of energy and a sense of adventure that seems to inspire people to cheat, scam or steal their way into a jackpot. This is probably because gambling is as much about socializing as it is about chance and there is something about the presence of large amounts of money that encourages people to go a bit overboard.

Unlike other movies that depict Las Vegas casinos, Casino isn’t simply about opulence and weekend getaways. It explores the darker side of the city, its history of corruption and mob ties and reveals that gambling isn’t as simple as flipping a coin or rolling the dice. While this isn’t a film for the faint of heart, it’s one of the most riveting and entertaining thrillers ever made by Martin Scorsese.

The casino industry is incredibly competitive, and many locations struggle to distinguish themselves from the crowd. Casinos need to attract more visitors and increase their average spend, and that means taking a creative approach to marketing. The key is to understand the different demographics of your audience and cater your efforts to their unique preferences. This can include everything from elevating entertainment and food options to adding online components to floor games.

Whether you’re looking to boost discoverability or boost word of mouth, there are several tried and true casino marketing strategies that can help you grow your business. One of the most important is focusing on your location and the amenities that make you stand out. Investing in content that highlights your location, unique offerings and latest events will attract more potential customers and improve your search engine optimization.

There are no good guys in Casino, which is a testament to the film’s storytelling. The story is about greed and corruption, and while there are some sympathetic characters (like Sharon Stone’s Ginger), most of the major players are mired in deceit and violence. This is especially true of Robert De Niro’s Sam Rothstein, who is a ruthless gambler with a worldview that puts him at odds with the mobsters who surround him.

When it comes to attracting more gamblers, casino marketing tactics need to be updated to better reach the younger generations. For example, while older audiences tend to focus on gaming and dining, millennials are more likely to prioritize entertainment and other non-gaming activities. The younger generation also values mobile-first marketing and are more likely to use their smartphones to research destinations before they visit. By incorporating these elements into your marketing strategy, you can reach more of the younger demographic and boost your casino’s profits.