There are few experiences more intoxicating than stepping into a casino. The gleaming lights, the sounds of coins clinking in slots, and the scent of champagne and cigars combine to create an atmosphere that is hard to resist. While the people who frequent casinos are a diverse group, they share one thing in common – they are having a great time! There may be a few tuts when things don’t go their way, but the upbeat music and energy of the place make it hard to stop gambling and soaking in all that good vibes.

The games and decor in casinos are designed to be visually appealing and exciting, but the real draw is the excitement of losing money hand over fist. But why do otherwise rational people – who work hard for their income and make reasoned financial decisions on a day to day basis – throw hundreds or even thousands away based on the literal roll of the dice, spin of the wheel, or draw of the cards? The answer is simple.

Consumers trust each other more than they do brands, and this is especially true when it comes to gambling. Whether it is word-of-mouth recommendations from friends or online reviews from strangers, consumers are more likely to listen to each other than they are to listen to a brand’s marketing. As such, it is important to focus your casino marketing on positive customer reviews and testimonials. Display these on your website and social media, and be sure to engage with your happy winners through social media so that they are encouraged to post about you.