It’s happened to most people: you stride into your local casino brimming with confidence and a wallet full of cash, planning for a little enjoyable gaming and maybe two rounds of drinks. Hours later, you have no idea what time it is or how much money you’ve lost. That’s because casinos are designed to keep you spending. Every aspect of the experience, from the sounds to the physical design, is intended to keep you gambling and feeling good about yourself.

From the casino’s perspective, people who spend a lot of money are considered “good players.” These high rollers get comps—free goods and services—like free hotel rooms, meals, shows and even airline tickets. However, some casinos also promote responsible gambling by offering tools that help players track their spending habits and set deposit limits.

Aside from the games themselves, one of the biggest reasons people go to a casino is to socialize. Champagne glasses clink, a variety of people mix and the music is always upbeat. However, it’s also important to remember that gambling is a game of chance. Whether you’re playing blackjack, poker or slot machines, there’s no guarantee that you will win.

In the past, marketers relied heavily on demographics as a guide to what type of audience they should target with their advertising. But, while this information is helpful, it’s not the whole picture. In order to maximize marketing results, you must understand what your audience wants from a casino and how to provide it.