It’s happened to everyone: You stride into the lobby of a Luxor, Mohegan Sun or Tropicana casino brimming with confidence and your wallet full of cash, planning for a bit of enjoyable, sensible gambling and maybe two rounds of cocktails. But hours later, you’re not sure what time it is, how many drinks you’ve had and where your money went. You’ve been lured in by sounds, lights and physical design that are specifically designed to make you spend more money at casinos.

This is one of the primary ways that casinos earn their profits — a combination of entertainment and the opportunity to win real money. It works because humans are deeply wired to desire the thrill of winning money and the excitement that comes with entertainment. In fact, it’s a tactic that most other industries use in their marketing, from amusement parks to shopping malls.

Another way casinos keep patrons spending money is by providing free booze. Booze lowers inhibitions and clouds judgment, and it’s easy to get swept up in the euphoria of betting on horse races or playing poker. Add in the fact that most casinos offer a huge variety of games, and you have a recipe for addiction.

Many casinos have a lot more to offer than just gaming, including luxurious hotels, cutting-edge technology, events and entertainment spaces, and even award-winning restaurants. Target these offerings in your marketing to drive traffic and revenue from a wider audience than just your casino floor.