Like a nightclub or a concert venue, casinos create an immersive experience that is as much about socializing and making new connections as it is about trying your luck at gambling. The atmosphere is a sight to behold, with champagne glasses clinking and tourists and locals mingling together in an incredible buzz that can’t be replicated anywhere else.

Casino is a crime drama of epic proportions that lays bare the web of corruption centered in Sin City. Directed by Martin Scorsese and written by Nicholas Pileggi, the movie stars Robert De Niro as Sam “Ace” Rothstein, a legendary Vegas high-stakes gambler who serves as a mob fixer for his own family and friends. Like Paul Verhoeven’s Showgirls and Goodfellas before it, Casino is the first movie to capture both the glitz of the gambling palaces as well as their dark underbelly of organized crime.

Something about the nature of casinos and gambling draws people to cheat, steal and scam. Security personnel are trained to look for the smallest details in the behavior of players, including the way they move their hands, the patterns of how they shuffle and deal cards, and where they place bets on the table. They can catch even the most subtle deviations from the expected patterns and take appropriate action.

Consumers trust each other more than they do brands, so it’s important for casinos to encourage guests and customers to talk about their experiences. Consider using social media and video testimonials from satisfied patrons to generate positive word-of-mouth. Also, target event planners with competitive market ads on Cvent and give them prominent exposure during their research to help you earn group business.