Casino is a classic movie that reverberates in the minds of many. Its characters are well-rounded and the story is captivating. The film is about a man who is willing to risk everything for a dream that could be his only shot at a happy and peaceful life.

Traditionally, casino marketers have relied heavily on demographics to guide their marketing decisions. Whether they are trying to reach boomers and Gen Xers who spend the majority of their money on gaming or millennials who spend more on food, entertainment, and non-gambling services, casinos must understand their audience and stay on top of trends in gaming and technology to remain competitive.

But demographics only reveal so much about your audience. What you don’t know is the motivations behind their behavior, the reasons they choose your casino over another. You might know that they are college-educated and in their late 20s or early 30s, but you don’t know if they’re on a business trip, taking a weekend bus trip with friends, or planning a bachelorette party for a friend.

Elaborate surveillance systems provide a high-tech eye-in-the-sky that monitors every table, window, and doorway in the casino. Video cameras watch the games, keeping track of betting patterns and alerting security if any suspicious activity occurs. Roulette wheels are electronically monitored minute-by-minute, and a computer discovers statistical deviations immediately. These sophisticated systems can’t protect against a determined, mathematically inclined physicist who knows how to beat the house edge.