Casino, a Martin Scorsese movie from 1995, is arguably one of the best movies ever made about Las Vegas. It takes a different approach than other movies that show only the glamorous side of the city by exploring its past ties with organized crime and its present opulence. It’s a fascinating look at how gambling corporations took over Vegas and turned it into a modern-day playground.

As casinos continue to evolve and adapt, marketers must understand the motivations of their audiences in order to effectively reach them. The days of simply targeting demographics are long gone, as this information is only marginally helpful in predicting future behavior. Instead, consider using your audience’s emotional responses to drive your marketing strategy. Whether your audience is feeling a need to escape, to feel like they’re a part of something larger than themselves, or to have some fun, these desires can be a powerful driver for loyalty and repeat business.

From the bright lights and slot noises to smells and visual cues, casinos are designed with a number of things in mind to stimulate the senses and trigger a particular emotion. These methods work because they play on our primal urges to win, lose, and get away with it. They’re also effective because they’re based on proven psychological principles such as the way colors and shapes impact our mood, or how the sound of pennies dropping in slots drives more play. By combining these tried and true methods with new digital marketing tactics, you can create an experience that will draw in your audience and keep them coming back for more.