The word casino conjures images of opulent settings with flashing lights, champagne glasses clinking and people trying their luck at games like blackjack and roulette. But there’s much more to casinos than just gambling. They are cleverly designed to use the human psychology to get and keep you inside and playing all night long.

For example, many casinos remove all indicators of time such as clocks or windows so that you don’t realize how much longer you’ve been there. They also try to make it difficult for you to leave the building by hiding signs for food, restrooms and other important things. And of course, the casino offers you free drinks and other comps to encourage you to stay and gamble even more.

This isn’t accidental. Casinos have been studied and understood by many marketing experts. The strategies they use to lure players in and keep them there are well-studied and exploit the human psychology of loss, greed, denial and addiction. The good news is that there are ways to avoid falling into the casino trap, and these are easy to implement for any business or website owner.

Consumers trust each other more than they trust a brand, which is why online reviews and testimonials are so important to your reputation and conversion rates. Displaying positive reviews on your site and social media, and featuring videos of happy guests and lucky winners, will help build trust and credibility for your casino.