Casinos surround themselves with reward cues for e.g. inexpensive food , free liquor , surprise gifts , potential jackpot prizes etc. to act as reward cues in order to stimulate the Nucleus Accumbens in the human brain.
The Dopamine or Addictive chemical that flows as a result stimulates risk seeking behavior in human beings to divert them from their risk averse nature.
Adopted from Daniel Pink’s book Drive