Casinos generate billions of dollars for the corporations, investors, and Native American tribes that own them. They also rake in huge sums for state and local governments, which in turn impose taxes and fees on gamblers. This is why they are the perfect places for people to spend their money and time—and why it’s important that casinos offer a variety of gambling, dining, entertainment, and amenities to keep gamblers coming back.

Whether you’re a high roller or just passing through, you’ll want to find a casino that offers the experience you’re looking for and leaves you feeling good. While the casino industry is highly competitive, there are certain tried and true strategies that will help your venue stand out from the crowd and attract the right audiences.

The first step is determining what kind of casino you want to be. For example, if you’re interested in targeting millennials and Gen Z, focus on food, entertainment, and non-gaming offerings. Similarly, if you’re a high-end venue, you’ll need to include more luxurious amenities like event spaces and spas.

Another way to increase discoverability is to highlight your success stories. For example, in the film Casino, director Martin Scorsese showcased De Niro’s gangster character’s ties with organized crime while capturing the opulence and neon signs of Las Vegas. You can emulate this by posting positive reviews on your website and social media, or encouraging guests to post pictures of themselves winning on Instagram with the hashtag #yourcasino.