When people think of casinos, they often think of exciting places where you can go to let loose and try your luck at a game like poker or roulette. They’re often flashy, with upbeat music and lots of different places to eat and drink. And the atmosphere is buzzing, with champagne glasses clinking and locals and tourists mingling in excitement.

Casinos also make money for their communities, creating jobs and helping to keep property values high in their immediate neighborhoods. They are usually a major source of tax revenue for the cities they are located in, allowing politicians to avoid cuts or increases in other services and infrastructure spending.

But if you want to be a successful casino, you have to understand what makes them work. And you need to double down on the things that make them desirable, such as their social scene, food and drinks, entertainment, and the way they make gamblers feel. Consumers rely on each other’s experience and opinions about your business more than they do on your marketing materials, so use reviews and testimonials to your advantage. Incorporate these into your digital and social media strategy. And offer comps to good players, like free hotel rooms, dinners and show tickets or even limo service and airline tickets for big spenders. This will help you build a reputation that keeps customers coming back.