There’s something about stepping into a casino that entices people. It might be the bright lights, the sound of coins clinking, or the music playing that makes you feel like you’re entering another world. Whatever it is, casinos are a place where people can let their hair down and gamble away their hard earned money. But it’s not all fun and games, in fact, casinos are incredibly clever with the methods they use to keep players inside their buildings. These methods aren’t just based on luck or the latest technology, they’re rooted in psychology and play on our weaknesses to get us to spend more time and money there.

The movie that brought these tactics to the forefront was Casino, directed by Martin Scorsese and starring Robert De Niro and Sharon Stone. The film was a sensation, and the aforementioned methods are all seen on display as we follow the escapades of Ace Rothstein and Ginger. Stone in particular is a force to be reckoned with, she oozes sexiness and seduction with every scene, while her performance both builds on and inverts her star turn from Basic Instinct.

As a result, casino marketing needs to be smart and targeted. For example, if you’re a casino in the market for group business you need to make it clear that you’ve got an event space, cutting-edge technology, and flexible food and entertainment options. You can even boost your visibility by targeting planners in similar markets with Competitive Ads and Search Ads on Cvent.