Whether you’re looking for an adrenaline rush from the fast-paced games of chance or simply want to mingle in an exciting environment where champagne glasses clink and music blares, casinos are an experience unlike any other. They offer a unique combination of entertainment, food, drink and top-notch hotels, spas and more.

Casinos captivate people for many reasons, but the primary one is that they provide an opportunity to win big money. The flashing lights, dazzling decor and cacophony of coins clinking and cheering stoke the aspirations of players – some of whom are aiming to become rich, while others just want to beat the odds by winning back some of what they’ve lost.

On the casino floor, employees keep an eye on patrons to ensure everything goes as it should. Dealers can easily spot blatant cheating such as palming or marking cards, while table managers and pit bosses have a broader view of the tables to check for betting patterns that might indicate dishonesty. In addition, some casinos have elaborate surveillance systems with cameras in the ceiling to provide a ‘eye-in-the-sky’ that can be adjusted to focus on certain suspicious patrons by security workers in a separate room filled with banks of security monitors.

Then there are the people who are merely there to gamble, and they’re a diverse group indeed. Some may just be visiting from out of town for a business trip and have an hour to kill before their next meeting, while others might be celebrating a bachelorette party or a birthday. Unless you know their demographics, it’s difficult to say what their goals and pain points are and how best to help them.