Modern casinos utilize elaborate surveillance systems to ensure the safety of their patrons and their money. Computers and video cameras are routinely used to monitor casino games. “Chip tracking,” which involves betting chips with built-in microcircuitry, allows the casino to monitor wagers minute by minute. Roulette wheels are also regularly monitored for statistical deviations. Enclosed versions of many casino games have computer chips that determine how much the machine pays out. Since these machines are not monitored by dealers, there is no need for casino security to be on the floor.
Many casinos use testimonials to drive repeat business. These customer reviews are extremely important because they allow high rollers to see themselves in the winner’s shoes. “I could win, too!” is one of the most powerful motivators to keep playing. These testimonials help casinos retain top customers by appealing to their emotions and basic instincts. In addition to freebies, casinos segment their customers based on demographics. To retain loyal customers, casinos should build relationships with the communities in which they operate.
The casino concept spread through Europe, where it first originated as a club for Italians. It quickly evolved into a modern gambling establishment and became the main source of revenue for the principality of Monaco. Unlike in ancient times, the modern casino is the most well-known example of a luxury hotel. The gambling craze started in the 16th century. Many Italian aristocrats used to hold private parties in ridotti, or clubs for the rich and famous. The casino was the ultimate entertainment for their patrons, but they knew when to expect the Italian Inquisition.