You’ve entered a twinkly, noisy casino filled with flashing lights, blaring music, and gambling tables. The clatter of coins and the sound of clinks is intoxicating, and the crowd is upbeat. But beneath the veneer of free drinks and shiny machines lies a bedrock of mathematics engineered to slowly bleed players of their cash. For years mathematically inclined minds have attempted to turn the tables by using their knowledge of probability and game theory to beat the rigged system.

But, no matter how many times you roll the dice or spin the wheel, there’s one thing for certain: the house will always win. That’s because casinos are not charitable organizations whose only goal is to give away money; they are businesses that have a specific business model in place designed to ensure profitability.

The key to surviving in such a cutthroat industry is knowing how to leverage your unique strengths and differentiate yourself from the competition. For example, if you have a luxurious hotel offering, cutting-edge technology, event and entertainment spaces, spa or health club amenities, or delicious restaurants, promote these offerings in your marketing to drive new traffic and retain current guests.

In addition to promoting your casino’s gaming floor, utilize discoverability tactics to make it easy for people to find you online by optimizing your content for the keywords that describe your brand and unique offerings. Additionally, pursue events and group business to expand your casino beyond the gaming floor.