In order to reach the desired customer, a casino needs to do Promotion. Everyone has a different strategy to promote. There are a lot of casinos promoting social media right now, but the ones that I've seen the most are the casinos that have a lot of questions about their reputation. So they are spending a lot of money but not paying attention to the reputation buildup. If the reputation of a casino is bad, then spending money on promotion will not bring good results in the long run.
THe best practice is set up a budget and hire a marketing manager.
You can hire a freelancer too - and its good to keep changing them time to time - this brings in fresh change in the campaign.