When you walk into a casino, you are stepping into an environment designed to lead you to spend more money. Everything from lights to physical design is used to create an experience that’s at once welcoming and hard to step away from. Business Insider has compiled a list of nine ways casinos trick you into spending more money than you intend to.

People who visit casinos are, on the surface, a diverse group. You have your regulars who strut their stuff in confidence and expect to win big, while others come to try and make back some of the money they’ve lost. The common denominator is that most of them are there to have a good time. Music blaring, champagne glasses clinking, and tourists and locals mingling give the atmosphere an incredible buzz.

The games at a casino are the biggest draw. You’ll find everything from classic table games like blackjack and poker that require a high level of skill and strategy to slot machines that are less complex but still provide the same thrill of trying your luck. Some casinos even offer free hotel rooms, dinners, shows, and airline tickets to “good” players.

But demographics are only part of the picture when it comes to understanding how your casino can keep you coming back. Customers almost always trust each other more than they trust brands, so it’s important to create a culture of positive feedback and reviews. Displaying testimonials from happy customers on your website and social media is one way to do this.