When Champagne glasses clink and tourists and locals mingle, it’s easy to feel the energy that permeates a casino. The excitement of trying your luck at games ranging from poker to roulette, the music that keeps everyone on their feet, and the sense of community that is created by playing together all contribute to an atmosphere that is ripe for a good time.

Despite the flashy decor, restaurants, and entertainment options, casinos exist primarily to draw people in through their doors to gamble. Slot machines, blackjack, craps, baccarat, and other games of chance account for the billions in profits raked in each year by casinos across the country.

While it is possible to win big at a casino, there are also many ways to lose big. That’s why casinos employ a variety of strategies to influence the behavior of their customers. Among them, the use of scented oils, which is designed to make patrons comfortable as they play, and of slot machines that offer a simulated sense of near-misses, which encourage people to keep gambling even after they have lost large amounts of money.

Casino is a great example of how understanding what your audience needs and wants in order to feel good can help you improve your marketing and design decisions. For instance, if you’re looking to increase group business, Cvent’s Competitive Ads can put your casino in front of event planners who are searching for solutions in similar areas or sister markets.