You stride into a casino, wallet filled with cash and plans for an enjoyable bit of gaming and maybe two rounds of drinks. Hours later you have no idea what time it is, how many drinks you’ve had or what happened to your money. You are a victim of the sunk cost fallacy, one of many tricks casinos use to get you to keep playing and spending.

Beneath the veneer of flashing lights and free cocktails, casinos stand on a bedrock of mathematics designed to slowly bleed their patrons of cash. For years mathematically inclined minds have attempted to turn the tables by using their knowledge of probability and game theory to exploit weaknesses in a rigged system. The results have typically been less than spectacular.

The truth is that the house always wins, and it’s not just a matter of chance. In addition to the built-in advantages that every casino game has, there’s a whole other level of complexity called variance that can make a big difference in how much you win or lose. This is why professional mathematicians and computer programmers work in the gaming industry; they are the people that know how to calculate this stuff.

Casinos are also known to manipulate their customers’ sense of smell, sight, and sound to create a manufactured blissful experience that keeps them coming back. They waft scented oils throughout their ventilation systems, use bright lights and colors to distract the eye, and play happy music to elicit positive emotions. Combined with the pleasant aromas, these stimuli create a simulated feeling of euphoria that encourages people to keep gambling.

Gambling is a form of escapism that relieves negative feelings, such as stress. It is also a great social activity that provides an opportunity to interact with fellow players and potentially walk away with some extra cash in your pocket. However, it is important to set a bankroll before entering the casino and stick to it. If you’re not careful, your gambling habit can easily spiral out of control and put your finances at risk.

When it comes to consumer trust, the old saying “people listen to each other more than they listen to brands” is true. While a brand’s advertising may reach some people, most potential customers will hear recommendations and reviews from their friends and neighbors before they decide to gamble at your casino. That’s why it is crucial to display positive customer feedback on your website and social media channels.

Casinos often offer a variety of other amenities in addition to their gaming floors, such as luxury hotel rooms, spa and health clubs, event spaces and delicious restaurants. These services are great marketing opportunities and deserve to be highlighted in your casino’s marketing campaigns. Identify the types of events and group business that are popular at your casino, such as conferences, family reunions or bachelorette parties, and target those audiences with your marketing. The events and entertainment options that are popular today are unlikely to be the same five or ten years from now, so it’s important to stay ahead of the curve when developing your casino marketing.