Whether they’re testing their luck with a blackjack or poker hand, rolling the dice on roulette, or playing slots, casino patrons are often looking to win. Getting that thrill of victory and seeing that lucky card or spin can make for an intoxicating experience. Casinos know this well and work to create an environment that is designed to keep people gambling and coming back for more.

Using scent, lighting and visual media, casinos can create an immersive, manufactured blissful atmosphere that is almost impossible to resist. The dazzling lights, the cheerful sound of slot machines clinking and the roar of laughter are all euphoric stimuli that can pull even the most jaded of players in for a long stay.

Like Paul Verhoeven’s Showgirls a few years later, Casino is a movie of and about Sin City, a civic portrait whose glitzy glamour mingles with the rough blur of organized crime and big business. Ace Rothstein (Robert De Niro) sees himself as a principled, old-school operator despite his role as the sleazy kingpin of the Tangiers.

Consumers are more likely to trust each other than a brand, so it’s important to harness the power of social proof in your casino marketing strategies. Display positive reviews on your website, social media accounts, and in promotional materials. Record video testimonials from satisfied customers, and showcase pictures of happy winners on screens throughout the casino. In addition to building trust, this type of marketing strategy can increase exposure for your casino and its events and boost local interest if you’re in competition with other casinos in the area.