You stride into a twinkly casino, wallet in hand, with the intention of having a little fun and maybe even winning some money. Hours later, you’re not sure what time it is or how much you’ve spent. You’re just lost in the throes of your own addiction.

Gambling is a popular pastime that often leads to financial ruin. Despite the risks, Americans embrace gambling as a legitimate form of entertainment and spend billions in casinos each year. In fact, 85 percent of Americans believe that gambling is acceptable for themselves and others.

The psychology of the casino is designed to be seductive and addictive. The physical layout, sounds, and lights are all intentionally designed to lead patrons into spending more and more money. And of course, booze is served nonstop to lower inhibitions and cloud judgment.

Many casinos have labyrinthine layouts, with no clear pathways from one gaming area to another. This makes it difficult for patrons to leave and fulfill their basic needs of rest and food. In addition, scented oils are wafted through the ventilation system to make customers feel like they’re in a bakery or restaurant rather than a gambling den.

When someone hits a big jackpot on a slot machine, the lights flash and the sound blare. This creates a sense of excitement and possibility, encouraging other players to risk more to try to duplicate the win. This is why it’s so important for casino marketers to promote responsible gambling, providing players with tools and resources to help them better manage their gambling habits.