When it comes to gambling, there are many different ways that people can try their luck. Table games like blackjack and poker allow players to pit their wits against one another in an exciting competition of skill and strategy while slot machines are easy to play for even those with limited experience.

But whatever the type of game, there’s something about a casino that draws in customers and keeps them there. Perhaps it’s the glitzy lights, the clinking sound of coins or the fact that you’re in the midst of other people who are also trying their luck. But this ambiance isn’t a coincidence, and the methods casinos use to keep you playing aren’t just free drinks and comps.

From the start of Casino, it’s clear that there are no good guys in this story of greed and corruption. Every key character is mired in treachery and avarice and while it’s entertaining to watch them get their comeuppance, you can’t help but feel for them at the same time. Sharon Stone in particular is a force to be reckoned with as the blonde hustler Ginger McKenna, building on her breakout role in Basic Instinct and then inverting it in this movie about human tragedy.

The popularity of casino games changes over time and it can be difficult to predict what will keep your audience coming back. But there are some tried and true strategies that can improve your casino’s discoverability and ensure your audience stays on the path to becoming a loyal customer.