A casino is a place where champagne glasses clink, people mix and mingle in a festive atmosphere and the air is filled with the promise of riches if you strike it lucky. It is a place to be free of the worries of life and just try your luck at gambling, whether that’s playing card games, slot machines or even roulette. The thrill of never knowing what your luck will bring is what makes the experience so intoxicating.

But what many people don’t know is that all the flashy lights, the sound of clinking slot coins (even though those stopped being used long ago) and the aroma of pure excitement aren’t just there to create a fantasy world of chance. They’re there to keep you in the casino as long as possible using proven psychological methods that play on our weaknesses and vulnerabilities.

These tactics have been studied and written about for years by a man named Victor Friedman who wrote a whole book on the subject titled “Designing Casinos to Dominate the Competition.” His main focus was getting people in the door and keeping them there. In order to do that he designed the casino layout to remove all indicators of time, such as clocks or windows. This prevents players from realizing they’ve been there for too long or needing to go to the bathroom.

These tried and true strategies can be applied to your own casino marketing efforts. By doubling down on the feelings that your customers want to experience, you can boost your business and grow from a middle-of-the-pack competitor into an industry leader.