A casino is a place where gambling, dining and entertainment combine to create a uniquely exciting atmosphere. While elaborate themes, live stage shows, free drinks and dazzling decor help to draw in crowds, casinos would not exist without the games of chance that offer players the opportunity to win billions. From bluffing poker to spinning slots, blackjack to roulette, and keno to craps, these games are the lifeblood of casino operations. They’re the reason why millions of people flock to gamble, dine and party in the world’s most exciting and glamorous gambling establishments.

Whether they’re trying to win big or simply to have fun, casino patrons share one thing in common – they want to feel good. While demographics are helpful indicators of audience behavior, a casino needs to know more than just their age and income to improve its marketing efforts. For example, a group of women walking into a casino may be demographically all the same – they’re in their 30s, college-educated and earning a decent salary – but they’re not necessarily there to play. They could be there for a bachelorette party, on business with an hour to kill or on a weekend getaway with friends. They’ll behave differently than boomers or Gen Xers, so marketers must understand their motivations and pain points to tailor their marketing strategy accordingly.

Most casinos focus on promoting their games of chance, with a variety of tables offering various stakes for the savvy player. However, the real draws are often the atmosphere. The lights, the music and the sound of coins clinking can create an intoxicating aura of excitement that makes even the most jaded person take a step back to marvel at the spectacle.

While other movies showcase the opulence of Sin City, Casino dives deeper by showing its dark underbelly. In a scene that has clear echoes of Paul Verhoeven’s Copacabana, Scorsese’s Steadicam glides through an inner circle of gambling power brokers in the Tangiers, where Ace countenances skimming off the top while taking kickbacks from mob bosses in Kansas City. It’s a powerful sequence that illustrates Scorsese’s ambivalence toward the movie’s truly hellacious violence, including a torture-by-vice scene that required careful editing to avoid an NC-17 rating.

The movie’s ensemble cast is impeccable, but Sharon Stone’s performance as Ginger McKenna steals the show. Drawing heavily from Basic Instinct, she is a relentless force to be reckoned with on the casino floor and beyond. She possesses the same sexy and seductive charm as her Basic Instinct co-star Catherine Tramell, but she has a more feral side as the blonde hustler who piques Ace’s interest. Joe Pesci is just as strong as ever, bringing a touch of menace to his Santoro role that adds a dangerous edge to every situation.

Whether they’re seeking a little adventure, trying to win big or just wanting to have fun, casino patrons are looking for positive experiences that make them feel good. Displaying happy customer reviews and video testimonials on your casino’s website and social media pages can go a long way in boosting trust and loyalty.