What would you say has the biggest value as a PPC keyword? A game like roulette, slots, video poker? A general keyword such as online casino, casino bonus? Or the name of a casino you want to push such as mycasino.com?
If you go for the direct casino keyword I wonder wether a lot of these searches originate from players that are already signed up and are just too lazy to bookmark it and search for it on their favourite search engine – I know that some people do this (myself included). Or do you believe that this percentage of searches is negligible.