Casino owners talk a big game about all the high-end amenities and entertainment they offer. Built peel away the hype and the real game is all about attracting and retaining hardcore gamblers.

That’s where the money is. In fact, hose hardcore gamblers are fueling a slight rebound in Las Vegas, as this piece details.

Anthony Lucas, a financial gaming analyst at UNLV, told the Las Vegas Sun that slot machines are the main profit center. He said slots are five times more profitable than table games. Since slots are easier to understand, they attract more gamblers. “The casinos make much more of a profit off slots and hotel rooms than they do off food and beverage combined,” Lucas said.

Most casino operators try gloss over the hardcore gamblers, many of whom are addicted. As the Sun reports: ”They often prefer to downplay profits and where they come from and instead stress the importance of conventions, shows, food and nightclubs as revenue producers. In other words, they generally would rather talk about revenue, which is defined as the money they take in, than profits, or the money they keep.”

But one casino, Arizona Charlie’s, has a new slogan that cuts to chase as to what it’s all about: “Built for the Gambler.” The Vegas casino is pushing its increased reward options for people who spend hours playing mainly at its 1,150 slot machines. “We’re basically a box with slots,” Ron Lurie, executive vice president and general manager of Arizona Charlie’s, told the Sun.

Finally, some truth in advertising.