Mexico’s PlayCity Casino launched the Balanced Scorecard in 2011, seeking to differentiate themselves from their competitors and grow market share through outstanding operations and outstanding service. Their efforts paid off: they saw revenue growth of 30% by 2014 and they nearly doubled average revenue per user. Soft benefits also abound: they are consistently recognized in written media, by their customers and by their competitors as the best-operated casino in Mexico, and they have slashed their employee turnover in an industry that usually sees around 100% turnover annually.