Isle of Capri, the American gaming corporation hoping to open the UK's first supercasino in Coventry, enjoys a reputation for promoting what it calls the socially-responsible side of gambling.
Punters showing signs of losing more than they can easily afford on a regular basis are shown the door and advised to seek counselling, according to Allan Solomon, the group ' s executive vice-president.
Mr Solomon was at pains to deny that the £60 million casino planned at the Ricoh stadium in north Coventry would be a cynical moneymaking exercise.
Since it was founded in 1992, Isle of Capri has donated £23 million to non-profit organisations, charities and educational institutions involved with helping compulsive gamblers and research into addiction.
Mr Solomon said: "There is an element, it is a very small element, but there are people who are compulsive gamblers.
"We train our employees on what to look out for. If we think that someone is a compulsive gambler we will talk to them and if they are we will ban them from the casino and have them seek help."
In a brochure outlining its plans for Coventry, the company states: "Isle of Capri's commitment to the local community in which it operates is based upon the belief that it should give back to the place it calls home.
"In fact, the impact that a development will have on a community is a key consideration for Isle of Capri in selecting a community and a particular site for potential development."
Mr Solomon predicts that if the Ricoh Arena and Coventry City Council can persuade the Government to grant permission for the first regional casino, some 1,200 jobs will be created immediately with up to 4,000 knock-on jobs following as further retail and service industry development is attracted to the area around the Arena.
He says the Ricoh site fits perfectly the Government's insistence that casinos should be tools to bring about economic regeneration since it is on the border of Foleshill and Holbrooks, two of Coventry's poorest wards.
The casino itself will occupy about half of a 145,000 sq ft building, with the rest of the space being taken up by Isle of Capri's themed restaurants and night clubs.
Many people in America simply come to enjoy a meal, a show or to watch others gamble, according to Mr Solomon.
The building will have a Caribbean theme, with indoor waterfalls and "streams" with fish.
As far as gambling is concerned, Mr Solomon envisages the maximum 1,250 slot machines and 50 gaming tables permitted under the rules for regional casinos.
"There will probably be blackjack, crap games, Caribbean poker and baccarat," he added.
"In addition we will have shows with live entertainment."
John Brackenbury, Isle of Capri's UK non-executive director, believes the possibilities for economic regeneration make Coventry an emerging favourite in the race to secure the country's first regional casino.
He points out that Coventry City Council and the Ricoh Arena have been planning their move since December 2003, and have planning permission and a casino licence from the Gaming Board.
Crucially, the project has also attracted public money. Advantage West Midlands, the regional development agency, contributed £5 million and the European Union £4.6 million toward the costs of building the Arena.
Mr Brackenbury says that Isle of Capri has been " encouraged" by the Office of the Deputy Prime Minister to bring its plans forward.
He added: "There is a very strong rationale for this to happen. Our experience in the States is that a casino brings total regeneration to an area and, after all, the Government says that regeneration is what it is all about."