There’s a certain energy that surrounds casino gambling. From the roar of machines to champagne glasses clinking, it’s almost impossible not to get caught up in the excitement of winning big or just trying your luck. And although some may tut at the stacked odds or the fact that they’re wasting money, on the whole people are having fun.

The reason why is simple. Casinos create a manufactured euphoria to make people feel good while they gamble and keep them coming back. Lighting, music, and scents all work together to create the perfect vibe. You’ll even find casinos that ban the use of watches on their premises so that players lose track of time and can play for longer.

While the gaming floor is a key part of any casino, many casinos also offer luxurious accommodations, cutting-edge technology, flexible event spaces, and delicious restaurants to attract a wider range of customers. This means that your marketing needs to be just as diverse and focused on the bigger picture as the gaming floor itself. Using targeted search ads like Cvent’s Competitive Market Ads can help your casino gain major exposure to event planners in sister markets and other important audiences, increasing the likelihood of earning group business. Similarly, leveraging content and social media strategies to generate positive reviews from guests and visitors is a powerful way to boost brand perception. People trust their peers more than they do brands, so it’s crucial to make sure you’re sharing and promoting your best successes.