The casino’s security starts on the floor, where dealers keep a close eye on their patrons, looking for blatant cheating like palming cards or switching dice. Pit bosses and table managers take a broader view, watching for betting patterns that might signal an underhanded player. And a team of employees in a separate room filled with banks of security monitors offer a high-tech “eye-in-the-sky” that can be adjusted to focus on suspicious people.

But even if the casinos themselves aren’t entirely honest, something about them seems to encourage people to cheat, steal or scam their way into a jackpot instead of trying to win through random chance. This is why casinos spend a huge amount of time, effort and money on security.

In the opening sequence, with deliberate echoes of Goodfellas’ Copacabana scene, Scorsese prowls his Steadicam over the gleaming marble floors of the Bellagio and into an illicit inner circle that includes Ginger (Sharon Stone), a smart-mouth hustler who countenances skimming off the Tangiers till and handing kickbacks to old-school mobster investors. Her fluttering, hypnotic performance is the movie’s first big thrill.

As a brand, a casino can build trust by promoting testimonials from satisfied customers and displaying positive reviews on its website and social media pages. It can also promote the fact that it rewards good players by giving them comps such as free hotel rooms, show tickets and transportation. In addition, it can partner with e-sports teams and events to reach new audiences.