Whether it’s the intoxicating scent of scented oils or the joyous sound of clinking slot machines, there is something about casinos that draw people in and keep them coming back. They create a manufactured blissful experience with all the trimmings: dazzling lights, enticing food options and the thrill of chance.

In casino marketing, trust is everything. Consumers almost always listen to each other more than they do brands, which is why you should encourage and celebrate positive customer reviews and testimonials. Display these on your website and social media pages. Record and share videos of happy guests and lucky winners.

While many movies and TV shows paint a one-sided picture of Vegas with glitz, glamour and a little bit of organized crime, Martin Scorsese’s Casino is an epic history lesson that lays bare the corrupt web of power that once dominated the desert city. The movie stars Robert De Niro as mob boss Nicky Santoro, Sharon Stone as sexy blonde hustler Ginger McKenna and Joe Pesci as the ruthless enforcer, but it’s the movie’s masterful storytelling that truly sets it apart from the pack.

When it comes to casino marketing, the ad trends that were popular five or ten years ago are unlikely to be the same ones that will be big this year and beyond. Consider trying out new strategies like elevated entertainment and food options, virtual components of floor games and mobile marketing to reach Millennial and Gen Z audiences.