I'm a little bit confused.

Gambling, no matter what the form factor is, is still gambling.

Sin City or not, I doubt it'll change the attitude of people within the gambling industry. They are still the same kind/type of people.

But what is gambling compared to a virtual currency social game? They both employ same mechanics, and with gambling you can win real money, and with virtual currency you can only sink money in. There are differences in the amount of money, but the underlying system is largely the same.

Also, the American gambling industry is stereotyped to be that "Sin City" type of person, but I would argue that this stereotype isn't the case here or worldwide. Look at the blog post by Josh Hannah, former founder of Betfair and VC at Matrix Partner) on the recent US gambling DOJ ruling: http://www.joshhannah.com/2012/01/us-gambling-goes-online/