It’s the stuff of dreams: you stride into a twinkly casino, wallet in hand, ready for some enjoyable gaming and maybe a couple rounds of drinks. Hours later, you have no idea what time it is or how much money you’ve spent. But you’re not alone; gambling is addictive, despite the fact that casinos are designed to bleed patrons of their hard-earned cash. From sound design to physical layout, every element of a casino is engineered to lead players into spending more and craving coming back no matter how much they lose.

Getting guests to your doors is essential, especially as regulations loosen and the competition for your audience increases. Consider partnering with local businesses, entertainers, event planners, food vendors and other key stakeholders to boost discoverability and reach new audiences. Also, don’t forget about the power of proximity marketing. Using beacons and other location-based tactics can help you target guests when they’re close by, potentially increasing the likelihood of them visiting your venue.

Gambling is a broad term that encompasses everything from betting on sports events to placing bets among friends, so it’s important to understand your audience’s gambling habits and what motivates them to gamble. This can help you refine your offerings to better meet their needs and wants in the future. For example, if your target audience is millennials, you may want to include more table games and other activities that are more fun than sitting in front of a slot machine all night.