There’s a lot that goes into making a casino great. From the carpet to the audio, lighting and visual (AVL) features, every detail matters in creating an immersive, fun atmosphere that keeps guests coming back for more. But that’s not all; casinos need to focus on a variety of marketing strategies to stay competitive in the long run.

One tried-and-true way to boost a casino’s reputation is to offer a wide range of payment methods. Having an assortment of options makes it easier for customers to make deposits and withdrawals. It also shows that a casino is committed to providing its audience with the best possible experience.

Something about gambling—or maybe just the presence of large sums of money—seems to encourage people to cheat, steal or scam their way into a jackpot. That’s why casinos invest so much time, effort and money into security. Elaborate surveillance systems feature cameras in the ceiling that can watch every table, window and doorway in a room. There are also routines and patterns that security can spot by observing how people play certain games, such as the location of betting spots on tables or the expected reactions to winning or losing.

There are plenty of other ways to help a casino stay competitive in the long run, including optimizing its content for search engines and implementing proximity marketing tactics. For instance, focusing on keywords that relate to the casino’s amenities, location and unique offerings—along with its latest events—will help future visitors find it more easily online.