In order for casino owners to get used to the new business and compete with those who have been on the market for a long time, you need to invest a lot of money in advertising, in encouraging new users. You can offer something new that other online casinos don't have. So far, I've only seen ways to invest a lot of money in advertising and offer welcome bonuses to new players.
The should probably create good/safe betting games that more bettors can win regularly, learn something productive from or both. I guess that will count as unique if nothing like that exist already in betting world. Most are probably still creating things that do not excit people well enough and that aren't easy to use/win