When you walk into a casino, it’s easy to be seduced by the bright lights and the promise of a little bit of heaven. There’s something about that ambiance that makes you want to stay longer and gamble away your money on the chance of a big win. But that’s not by accident — casinos are able to keep you around with clever tricks of human psychology that make you think you’re making the right choice.

Whether it’s free drinks or comps, these strategies work in conjunction to create an atmosphere that keeps you coming back for more. But, as it turns out, there’s a whole lot more to casinos than that – ways that they use to manipulate you into spending your time and money.

After the success of Goodfellas, Universal gave Martin Scorsese the green light for Casino. A spiritual sequel, it brought back stars De Niro and Joe Pesci to Vegas for a more honest, if not more violent, take on organized crime.

From a technical standpoint, Casino is flawless. Scorsese masterfully cuts the film to keep it lean and mean, a taut thriller that never lags or runs out of steam.

The film is also a reminder that demographics aren’t always the best way to understand your audience’s behavior. While it’s important to have a firm grasp of the age, income, and education of your target market, it’s equally as vital to understand why they visit your property and how you can appeal to their needs. For example, Millennials and Gen Z might be more likely to spend their money on entertainment and food than gaming. That’s why it’s essential to boost your marketing tactics with a focus on events, elevated dining options, and online components to floor games.