The gamblers' bonus can invite more players to come, especially if the casino announces here as this forum has many members who often play gambling.
But it needs more responsibility from the players to prevent losing much money as if they follow all of the promotion, that will need much money to spend because we do not know when we can win the games.
Small casinos don't have such advantages and they only allocate small budget to run short term promotion that does not bring good success and big effects. Then they don't attract too many new gamblers, not much new income, less or without profit from promotion. Consequently, they end promotion with failure.
the thing is, even big casinos sometimes start small
so making ads and having a good marketing team plays a role for them to grow regardless of their size
they can grow in terms of getting a bigger slice of market share, or by expanding the market too