Casino is a gambling establishment where patrons can gamble by playing games of chance, or in some cases games with an element of skill. Most casinos have a built in advantage over players, which is the mathematically determined house edge (which may be as low as two percent, depending on the game). The casino makes money by taking bets and charging commissions for some games like blackjack, video poker, and roulette. These commissions are known as the vig or rake. In addition, casinos give away complimentary items to their patrons called comps.

In the 1970s, casinos began to expand beyond Nevada, as state governments realized the potential of this industry. Today, there are many casinos throughout the United States and the world. Many of these feature top-notch hotels, restaurants and entertainment. The largest concentration of casinos is in Las Vegas, Nevada, followed by Atlantic City, New Jersey and other states that have legalized gambling. Many Native American gaming operations also exist.

To make their businesses successful, casinos must promote a variety of benefits to attract and retain patrons. This includes better odds at certain casino games and slot machines, promotional offers, and entertainment schedules. However, these messages compete with more immediate promotions like free play and casino rebates, which are easier to market and more relevant to gamblers. In order to differentiate themselves, casinos must constantly innovate to stay competitive in the marketplace. In the long run, this will help to build brand equity and secure a strong foundation for customer/client loyalty.