A casino may have many facets—games, restaurants and entertainment are all important—but the heart of the operation lies in its gambling. The best way to appeal to this audience is by focusing on the feelings that they get from playing and winning—and making those experiences even more powerful.

Traditionally, casinos were not allowed to advertise their gambling offerings in print or on television, but this changed with the introduction of New Jersey’s Gaming Control Act of 1999. From then on, advertisements focused on the thrill of winning—with blackjack hitting and dice rolling amidst images of attractive people winning money.

The movie Casino is a great example of this heightened emphasis on the experience of winning. In fact, the film is essentially a documentary of mob corruption that centered in Las Vegas (with tendrils that reached into politicians, Teamsters unions and Midwest mafia groups). It lays out a lot of interesting details—including the history behind many of the most famous casino names—in a fascinating manner.

Casino is also a good example of how to build brand loyalty through experiential marketing. By capturing the sense of accomplishment that is felt when you win, casinos are able to attract and retain customers who feel a real connection with their brands. This can be done through a variety of ways, from hosting promotions such as “big win” contests to rewarding loyal guests with free play and comps.

Casinos are often unique destinations that are more than just a place to gamble. They offer their guests a variety of dining and entertainment options as well as a comfortable environment to relax and have fun. To make the most of this opportunity, marketers should focus on promoting these features through a variety of channels—including search and social media advertising.