Whether you’re betting on the next big winner at the blackjack table or just sipping free cocktails in front of the slot machines, there’s something about casinos that captivates people. Designed to be a sensory overload, casinos are full of color, glitzy statues and details, the sound of clinking slots, and a palpable energy that energizes even the most jaded of patrons.

Gambling has been a part of human culture for millennia—with evidence of dice in 2300 BC, cards in 800 AD, and the first casino opening in Vegas in 1931. Today’s modern casinos, often combined with hotels, restaurants and other tourist attractions, are often more like luxury entertainment destinations than gambling houses.

Despite the fact that patrons gamble with real money, they’re not actually spending it. In most cases, the casino converts the money into colored discs representing cash that don’t feel the same as actual currency. This helps them avoid the sunk cost fallacy and allows them to continue to play because they’re not losing real money. Casinos also let players rack up rewards points with every dollar they spend, which takes the sting out of losses.

In order to attract and retain guests, a casino needs to focus on the things that make them stand out in the market. From elevated dining and entertainment options to online components for floor games, there are a variety of marketing strategies that can help your casino rise to the top.