In 2007, a somewhat remote casino opened its doors for business. Marketing the new venue was going to be an uphill battle. Silverstar Casino, near Mogale City on the West Rand, Gauteng, is far from established entertainment areas, and faced two aggressive competitors for the same market: Gold Reef City and Montecasino.

A few months later, in 2008, the place had ‘huge reporting requirements’, recalls Stanley Langa, IT manager at Silverstar Casino. The company lacked the qualified facts that would help its management create worthwhile marketing strategies.