When you walk into a casino, there’s something about the flashing lights, upbeat music, and clinking coins that just gets you. Even the most jaded people can’t help but be drawn in by the excitement of the place. While musical shows, lighted fountains, and hotel rooms all add to the fun, casinos would not exist without the billions of dollars in profits raked in every year from games of chance like slot machines, poker, blackjack, roulette, craps, keno and baccarat.

With that in mind, casino marketing must stay ahead of the game to continue attracting new patrons and keeping existing ones happy. Here are some tried-and-true strategies that will boost your casino’s discoverability and increase its long-term success.

As a rule, consumers trust each other more than they do brands. That’s why displaying positive reviews and testimonials is such a powerful way to drive traffic and boost your casino’s reputation. Whether it’s video testimonials from happy customers or pictures of recent winners on screens throughout the casino, these marketing tactics will help potential customers find and visit your venue.

While the gambling industry may seem eerily like a giant carnival, it’s also one of the most lucrative in the world. Here’s what it takes to get the most out of this business, and how to avoid getting caught up in its dark side.