I think this is the right way. It is possible even rebuy short and strong brand name for new casino. Of course it means, that the site functionality is about excellent and you need just additional attraction of new gamblers.
No one wants to gamble on a site with many bugs, issues and problems as it could only delay their entertainment, fun or whatever reason they gamble. It's already automatic that the casino owners will have an event, promo or bonuses to their gamblers which the goal is to attract new gamblers. You will see that many newly launched casinos that turns out to be legit and trusted have set some bonuses or events to attract.