Casinos are the ultimate destination for luxury, fun and excitement. They’re a place where champagne glasses clink and locals and tourists mix, creating an incredible buzz that’s hard to beat. But casino marketing is all about more than generating buzz: it’s about turning those visitors into repeat customers. That’s why we’ve rounded up tried and true casino marketing strategies that are guaranteed to boost your bottom line.

Robert De Niro delivers a masterful performance as Sam Rothstein, the casino owner at the center of Casino. Though the movie is based on nonfiction, the story feels like a documentary in its detail and its scope. It’s a sprawling crime drama that reaches into politics, the Teamsters union and Midwest mafia factions as well as the mob of Las Vegas.

The movie is a drama of betrayal, corruption and avarice, with no room for heroes or heroines. But it’s also a tale of human tragedy. We’re drawn to these characters, even as we watch them get their comeuppance. That’s the power of great acting. And that’s why Sharon Stone, Joe Pesci and Robert De Niro all won Academy Awards for their roles in this masterpiece.

The most successful casino marketers understand that demographics alone aren’t enough to drive long-term success. Yes, you need to know your audience’s age and income level, but you also need to understand their motivations. For example, the same group of women who spend 80% of their money gambling can also easily be lured into your casino for food, entertainment and other services. By optimizing content for keywords related to your amenities, unique offerings and latest events, you can reach new audiences who might not have discovered you otherwise.