Unlike most other epic crime dramas, Casino focuses on corruption and the mafia rather than trying to make its characters seem like good or bad people. That said, it doesn’t shy away from violence or treachery; every key character gets their comeuppance for their avarice and greed. That doesn’t make the movie less compelling though, and it does a great job of showing what Vegas was really like in its darkest days.

While demographics are helpful, they’re not enough to understand what makes your audience tick and how they interact with your brand. For example, a group of women who walk into your casino may be demographically similar to the average customer (say, late 20s and early 30s with college degrees), but that doesn’t tell you anything about why they came there in the first place. They could be there on business with no time for gambling, or celebrating a bachelorette party with friends.

It’s important to focus on the emotional reasons why people visit casinos instead of just looking at their demographics. By doing so, you’ll be able to develop more effective strategies for driving long-term growth and improving your gaming ROI. That means focusing on things like optimizing your website for keywords related to your amenities, location, unique offerings, and events, as well as leveraging location-based marketing tactics like beacons. With the right approach, you’ll be able to capture more customers who may not have even known your casino existed before.