Imagine that you stride into your favorite casino brimming with confidence, wallet in hand, and plans for a bit of enjoyable gaming and two rounds of cocktails. Hours later, you’re wondering what happened to your bank account and how a couple hundred bucks can go so quickly.

Beneath the varnish of flashing lights and free cocktails, casinos are built on a bedrock of math, engineered to slowly bleed patrons of cash. Math is universal, and it rarely lies: every game has a mathematical probability against you winning–sometimes called the house edge. Physicists have long tried to turn the tables, using their knowledge of mathematics and game theory to crack the code, but to no avail.

Many casinos have a lot more to offer than just the gaming floor. They may have luxurious hotels, cutting-edge technology, flexible event spaces, award-winning restaurants and spas, and much more. To make your casino stand out from the crowd, optimize your content to highlight these features and other amenities. This is called discoverability and is a crucial part of casino marketing, especially in today’s competitive digital environment. Consider partnering with e-sports teams to expand your reach and attract new audiences. Also consider leveraging virtual reality and augmented reality to allow guests to experience your casino’s unique offerings. These technologies are on the rise and regulations are becoming more relaxed, so now is a great time to explore them as a way to differentiate your casino from the competition.