You stride into a casino, wallet filled with cash and the best of intentions for a bit of enjoyable gaming and maybe two rounds of drinks. Hours later, you’ve lost track of the time and your bank account is empty. It’s all thanks to the many tricks casinos use—sound, lighting, and physical design—to keep you gambling.

The Camaraderie: Some gamblers enjoy the camaraderie of others at a table, whether it’s the excitement of betting on a craps shooter or the friendly competition among poker players. This sense of belonging can be reinforced by social media posts, special attention from staff, and the ability to show off winnings.

The Euphoria: Using scent, light, and sound, casinos create a manufactured state of bliss. They waft pleasant scented oils in the air, play uplifting music, and encourage near-misses on slot machines. These positive emotions are engineered to increase your spending, just like a near-miss on a golf course makes you want to keep playing.

Consumers almost always trust their peers more than they trust brands, so it’s essential that you invest in word of mouth marketing and amplify your customer feedback. Display positive reviews on your website and social media pages, and encourage guests to tag your casino in their posts. You can also offer sign-up bonuses that boost their bankrolls and amplify their winning potential. This is a great way to increase brand awareness, build loyalty, and keep your customers coming back for more.