Whether it’s the flashy decor, live entertainment, or food options, casinos offer an environment designed to make people feel good. And that feeling is what draws so many to try their luck at games ranging from poker to roulette. With the right casino marketing, your site can become a destination that drives business and boosts discoverability in the long run.

While the casino industry is booming, it’s also a competitive space. Whether it’s new competitors entering the market or existing ones trying to increase their visibility, casinos must find ways to stand out from the crowd. Here are a few tried-and-true strategies that will help you take your casino to the next level.

1. Understand your audience.

It’s easy to get caught up on demographics when developing a casino marketing strategy, but that information only tells you so much. When you know the type of audience you want to attract, it’s easier to create a messaging and content plan that will resonate with them.

2. Pursue events and group business.

Casinos are often the perfect venue for a variety of events, from weddings to corporate retreats and family reunions. Your casino marketing needs to focus on attracting these types of clients and include specific messaging and targeting.

In a scene that’s reminiscent of Paul Verhoeven’s infamous Copacabana interlude in Goodfellas, Casino introduces its audience to Ace Rothstein (Robert De Niro), who sees himself as a principled old-school operator. Even in the midst of his gangster escapades and brutal beatings, Ace insists that he “plays fair.” But as Scorsese’s film makes clear, gambling isn’t a win-win endeavor for any community. It brings in revenue but also robs the local economy of other forms of entertainment and leads to compulsive gambling addiction, which ultimately undermines any financial gains.