You’re in a twinkly, noisy casino with people all around you, surrounded by the sights and sounds of flashy lights and slot machines. You’ve eaten a big buffet and you’re ready to roll the dice and see if Lady Luck is on your side. But don’t get too excited — gambling is not as exciting and lucrative as it looks in movies, especially in the long run.

The odds for every game in a casino are stacked against players, meaning that it’s nearly impossible for anyone to walk away from a casino with more money than they entered with. Even if you go on a winning streak, that isn’t going to change the fact that the house will take a percentage of your wagers. Unless you’re a professional card counter, it’s simply not possible to beat the house over the long haul.

For this reason, casinos aren’t charitable organizations giving free money to gamblers. They’re businesses that are designed to make a certain amount of gross profit, and they’ll use a variety of built-in advantages to ensure their profitability.

To maximize your revenue, you need to understand what makes your casino unique and attractive to customers. You can use Cvent’s Search Ads to promote your casino to event planners in your local area, as well as in sister markets, boosting discoverability and increasing your chances of earning group business. You can also take advantage of proximity marketing by promoting special events, amenities, and other incentives to your audience when they’re in the neighborhood.