For millions of people, casinos are a fantasy world of flashing lights and clinking slot machines. Laughing players huddle around tables, extravagant decorations with glamorous statues and details fill every inch of the space, and the aroma of pure excitement is in the air. It’s no wonder that casinos are one of the most popular entertainment destinations in the world!

Beneath the glitz and glamour, however, casinos are built on a foundation of mathematics that is engineered to slowly drain patrons’ pockets of money. Casinos generate billions of dollars in profits each year on the backs of games like blackjack, roulette, baccarat and slots. They are a complex mix of retail, restaurants, hotels, spas and entertainment but at their core are based on gambling, which is ultimately a game of chance that pits players against the house.

Gambling is a big business and although it’s not the only way to win money, many Americans feel that it makes sense to gamble, at least from time to time. This is largely because of the emotional appeal of winning and the promise of getting even when things aren’t going well.

For casino owners, keeping up with the latest trends and innovations is essential to stay competitive in a highly-evolving industry. Whether you’re looking to improve your discoverability online or boost customer engagement in-person, here are some tried and true casino marketing strategies that are sure to boost your revenue.