In a casino, bright lights flash and music blare, creating a buzzing atmosphere where patrons try their luck at games ranging from poker to roulette. It’s a place where champagne glasses clink and locals and tourists mix, resulting in an intense energy that’s hard to match. But, even with all the glitz and glamour, casinos are still businesses that thrive on encouraging people to gamble for money—and lose it in return.

Whether the patrons are on a weekend getaway or a business trip, they’re all looking for one thing: an adrenaline rush. And it’s not just the brash neon lights that create this energy; it’s the way players celebrate their wins and boo their losses. It’s the sunk cost fallacy at play, and it’s an important factor in casinos’ success.

While casino customers may be tempted to follow their losses with more risky bets, the reality is that the house will win in the end. It’s the reason casinos offer comps like free food, hotel rooms, tickets to shows and limo service for big spenders.

But, while casino marketing should certainly focus on this, it should also be looking beyond the gaming floor to promote other offerings—like luxury hotels, cutting-edge technology, event and entertainment spaces, delicious restaurants and more. In this article, we explore several tried and true casino marketing strategies that will help you get more customers in the door. And keep them coming back for more.