With gambling, lavish decorations, and clinking slot machines, casinos are a place where people let loose and have fun. They’re also places where champagne glasses clink and locals and tourists mingle, creating an intoxicating buzz. Casinos are designed to be exciting, and their glitzy decor and upbeat music can make even the most jaded person feel like they’re on an adventure.

While the idea of winning big money can make people feel hopeful, there’s no such thing as a guaranteed win at a casino. Every game in a casino has a built-in statistical advantage for the house, which means that over time it’s nearly impossible for gamblers to beat the system without professional help or luck. That’s why casinos spend a huge amount of money and effort to keep their patrons safe and happy.

There are no good guys in a movie about casinos, and while Scorsese’s film does its best to show the seedy underbelly of the gambling industry, he doesn’t shy away from sex, violence, and treachery. His depiction of human greed and corruption is truly believable, and even though the characters do get their comeuppance in the end, there’s something about these tales of deceit that makes us feel bad for them all.

While demographics are helpful for understanding customer behaviors, it’s also important to focus on the emotional decisions that drive casino marketing. For example, a group of women at a casino may be demographically similar (all in their 20s or early 30s and college-educated), but they could be anywhere from business travelers with an hour to kill before their next meeting to a group of bachelorette friends celebrating a friend’s bachelor party.