This leads to lower profit margins for all. At some point, because of the increase in the number of competitors, the only way for revenues in the whole market to rise requires that the base population of gamblers increase. Otherwise the market reaches maturity, and mergers may take place but also bankruptcies. Larger markets can escape this end game by attracting visitors from outside the area, bus this requires an airport and a sizeable lodging inventory. Atlantic City, for example, will probably never have the airport capacity but it will be able to attract customers from a winder area if more hotel rooms are built so that the destination can reduce its reliance on low-budget, day-trippers.