So far as I've heard, it is essentially the same... Since mobile is a different 'beast' so to speak you would want to develop for the mobile platform. This means creating code that will publish and render on the widest variety of mobile devices. Proper XHTML (adhering strictly to guidelines) would be extremely smart.
To take advantage of ALL devices, you would probably want to detect the browser type and render content appropriate to the device. Many of the larger businesses do this (i.e., the Best Buy's of the world). Detecting browser (i.e, device) helps tremendously in ensuring that the end user isn't seeing a page that is either confusing or distorted.
Typical 'Best Practices' (IMO) are:
1. Decrease outlinks for phone-enabled pages. Create specialized mobile pages with site interlinking, but not outlinking unless they are going to a 'sales page' where you get affiliate credit for the outlink.
2. Use normal SEO, but consolidate page information so that it is not either unusable or overload for a mobile user. This means decreasing content to make it more specific and keeping the same keyword density.
3. While this makes little sense for casinos... for other websites, localization is key. Phones are search-based and use localization services to render search results. This means that your website may rank better depending upon location. Are you trying to rank for local Dentist offices?? That is easier when a user searches from YOUR locale.
That is my experience with mobile and my knowledge based upon building some pages that were geared towards the Palm WebOS operating system as well as Android OS.
Edit: And, BTW, HTML5 would be good to become aware of as well.