A casino is a place that’s designed to lure people in with shiny lights, loud music and the promise of winning big. But the fact is, casinos are all about getting people to gamble with real money and keep them gambling as long as possible, because the longer they stay, the more profit they make. That’s why every aspect of a casino is carefully designed, from sound and light to physical layout and decor.

Here are some of the most nefarious tricks casinos use to make it hard for people to walk away.

The first thing you’ll notice about a casino is that there aren’t any clocks. The owners of a casino want you to lose track of time, so they keep the rooms dark and feature decor that makes it hard to tell what hour it is, such as curtains that mimic daylight or ceilings painted to look like sky. This keeps you distracted and makes it less likely that you’ll realize how much you’ve spent.

Another trick casinos employ is to change your cash into chips that look and feel like actual currency. It’s easier to bet with chips than with cash, and it also makes losses less painful. Many casinos even allow players to load up money on cards that can be used for digital games, further dissociating gambling from spending real money.

A casino has a lot more to offer than just a gaming floor, including luxury hotels and event and entertainment spaces. To maximize your casino’s potential, it’s important to have marketing that captures these offerings and attracts the right kind of guests.