If I were the owner of an online casino and asked about the first thing I would do to market it, I would prioritize building the casino's reputation.
Well, that's a good point building up population of a casino should be its owner's main priority and the owner should most likely focus first on building the reputation of his casino by gaining the trust of the players.
Some casinos are doing that and they are getting success in that approach while most casinos are simply offering huge bonuses to attract new players and then posing KYC restrictions to stop the players from withdrawing the money which they win.
Casinos are basically using various marketing strategies to build up their player base and one of those is the offering of huge bonuses and rewards to new players. Most casinos don't really care much about their bankroll before offering such bonuses and rewards, and when a lucky players wins against their house edge then they start the drama of KYC.
Reputation is indeed important in this field of business. Because if people are talking bad about your site, I don't think gamblers will be enticed to play on your site or even try checking out. However, reputation is not built overnight, it would take time like years and years of operation before you can gain a rock-solid reputation among your competitors as well as from your loyal patrons.
To build such life-long reputation, a casino can always keep in mind the following aspects of business -
> provable fairness at all times
> fast resolution of customer's complaints (whether small or big issue)
> can be reach out easily, fast response of customer support
> reliable payment method
> no withdrawal issues
> adequate response to possible customer's issues, clarify the situation if needed
> open to their players' suggestions and ideas, listen to their requests and see where you can reconcile to their needs