Casinos attract millions of people to their gambling halls each year with a promise of winning big. While musical shows, lighted fountains and shopping centers are key draws for many visitors, casinos make their money by offering gamblers the chance to win real cash through games of chance such as slots, blackjack, roulette, craps, keno and baccarat. But, despite the opulence, neon signs and glamorous atmosphere that attracts so many to these gambling establishments, there is also a darker side to casinos that has been captured on film in a number of movies.
There’s something about the glitz, glamour and potential of gambling that seems to encourage people to cheat, steal or scam their way into winning a jackpot. It’s one of the main reasons why casinos spend so much time, effort and money on security. Casino, a 1995 crime drama written and directed by Martin Scorsese, features some of the most realistic and disturbing portrayals of casino crimes in movie history. Featuring a star-studded cast led by Robert De Niro and Sharon Stone, Casino takes a look at the mafia-controlled world of Las Vegas casino gambling during its heyday in the 1990s. Using a mixture of fact and fiction, the film lays bare the web of corruption that centered in Vegas and had tendrils reaching into politicians, Teamsters unions, the Chicago mob and even the Midwest mafia based out of Kansas City.
As a result of the blatant shady business that surrounds casino gambling, security is a major concern for operators. This is not only because casinos need to protect their guests’ money, but also because it helps them maintain a positive reputation and keep players coming back for more gambling action. Casino security begins on the gaming floor, where dealers and croupiers keep an eye out for any blatant cheating or theft. The casino’s management and higher-ups also keep an eye out for betting patterns that might signal a player is trying to manipulate the game.
In addition to securing its gaming customers, the casino industry also needs to think about attracting and retaining non-gambling revenue. While the majority of a casino’s revenue comes from gambling, it is also possible to generate significant profits by hosting events and catering to group business. Casino marketing can include special promotions and targeted messaging for events and group business to help boost revenues.
Casinos are a highly competitive industry and can quickly lose their market share when someone else opens a newer, fancier or closer casino. In addition, they compete with private gambling operations, on-line casino sites and an illegal gambling industry that is far larger than the legal one.
To stay ahead of the competition, casinos need to continually improve and expand their offerings. They must be able to offer a variety of entertainment options, dining options and technological advancements to appeal to the newest generation of casino guests. They should also focus on location-based marketing to increase reach and boost foot traffic. For example, casino marketers can target locals with beacons and other location-based strategies to draw in more visitors and boost repeat visits.