A casino’s design is carefully crafted to lead you in and trap you. Sounds, lights, and physical design work together to create an environment that is both welcoming yet hard to step away from. And it is this environment that casinos rely on to get you to spend money, and keep you coming back for more.

Casino is a movie about gambling and the mafia, but it also makes clear that the only way to win is by playing the game with your heart and soul and not just your money. It is this philosophy that made Robert De Niro’s character, Sam “Ace” Rothstein, a legendary gambler and one of the most beloved characters in film history.

It’s happened to all of us: we stride into the Luxor, Mohegan Sun, or Tropicana, brimming with confidence and a wallet filled with cash. We plan on a bit of enjoyable, sensible gaming and maybe two rounds of cocktails. But hours later, we have no idea what time it is or how many drinks we’ve had. And we have no idea where our money went.

Casinos aren’t just about the games, though. They’re often luxury hotels and offer other high-end amenities like spas, restaurants, and event spaces. This means that casinos need to use marketing strategies that take into account their broader offering and target groups other than just the core gaming audience. Whether that means using events and group business to drive traffic or partnering with software providers like NetEnt and Pragmatic Play to offer fresh, innovative content, there are a variety of ways casinos can bolster their reputation.