Casino is perhaps the ultimate movie about gambling and a defining American cultural touchstone. This epic crime drama, starring Robert De Niro as mobster Ginger McKenna, is an eye-opening expose of the intricate corruption that surrounded Las Vegas casinos in the days before federal crackdowns. The cast also includes the always-reliable Joe Pesci as a Chicago mobster named Santoro, and a surprisingly likable Sharon Stone as a sexy blonde hustler who helps McKenna beat the competition.

Gambling in some form has been around for thousands of years, and the modern casino is an incredibly popular entertainment destination. However, despite their popularity and high profit margins, casinos face intense competition and must constantly innovate to attract visitors. The right marketing strategies can help casinos grow from an average competitor to a leader in their marketplace.

One of the most important aspects of casino marketing is discoverability. Consumers rely on word-of-mouth recommendations from friends, family and social media, as well as reviews posted by strangers online, before making decisions about where to spend their money.

In order to maximize discoverability, casinos should focus on optimizing their content for keywords that reflect the unique experience they offer. This can include everything from their casino games and amenities to their location and the latest events that they’re hosting. In addition, marketers should leverage ad programs like competitive market ads and search ads that target event planners who are searching for venues in sister markets to increase their exposure to potential customers.