When a casino wants to draw in people and convince them to spend their money on games of chance, they often employ several tricks. From the lighting to the floor and ceiling coverings, every detail works together to create the right atmosphere for gamblers. Moreover, casinos must consider how to market their products and services, especially as the event trends they follow evolve over time.

One of the most useful tools marketers have is demographics. Knowing the age, income, and education level of an audience helps to predict how they will behave at a casino. However, this is only a small part of the puzzle. To truly understand an audience, marketers need to look at their motivations, pain points, and goals.

To help guests lose their inhibitions and focus on the game, booze is served nonstop in a casino. Alcohol also lowers the sense of risk, making it easier for people to throw hundreds or even thousands of dollars away based on a roll of the dice or spin of the wheel. It’s no wonder that the world’s largest casino—the Foxwoods in Connecticut—sells more than 100 varieties of liquor.

To encourage players to keep pressing their luck, casinos are designed in a way that makes it difficult to find the bathroom. For example, they use a lot of bright colors and gaudy floor and wall coverings that are meant to stimulate the senses and encourage players to keep betting. Moreover, casinos take advantage of the “sunk cost fallacy” by rewarding players with points for each dollar they play, regardless of how much they lose.