A casino is a place where Champagne glasses clink and locals and tourists mingle, and everyone is there to have a good time. With music blaring, coins clinking, and people strutting their stuff with confidence and anticipation, it’s easy to get caught up in the excitement of gambling. But, despite the positive social aspects of casinos, they’re designed to trick you into spending money. Every aspect of a casino is designed to distract you and lead you into gambling more, whether it’s the bright lights or the smell of scented oils. The best casinos know that many of their customers make decisions based on emotions, and that these emotions can influence how much they gamble.

In his 1995 movie Casino, Martin Scorsese tries to capture the zeitgeist of the era with an ensemble cast of characters that includes the confident but deceptive Ace (Robert De Niro), Ginger McKenzie (“a smart hustler who could keep you awake for two or three days”) and the inexhaustibly manipulative Nicky (Samantha Mathis). Although there’s plenty of tutting when things don’t go the audience’s way, the film is able to evoke the spirit of the times.

Aside from the excitement of gambling, the best casinos have an array of other amenities to attract audiences, such as luxurious hotels, cutting-edge technology, spas and fitness centers, award-winning restaurants, and event spaces. It’s important for casinos to understand how their guests spend their money and the emotions they’re trying to invoke, so that they can tailor their marketing strategy accordingly.