This work presents a location selection analysis for choosing a suitable borough in the region of Greater London to construct a large casino. Currently 17 of the 26 large casinos in London are located in the borough of Westminster which is known to generate the highest revenue in tourist spending. However, in 2007 the Casino Advisory Panel (CAP) recommended the borough of Newham as the most suitable area for a new casino instead of Westminster. By taking two viewpoints into consideration (one focussed on profitability and the other on social benefits), we evaluate the alternatives using the weighted sum, the TOPSIS and the PROMETHEE methods. The results are compared to the proposals submitted to the CAP for validation. We find that the PROMETHEE and the Weighted Sum Method are more suitable than TOPSIS for solving this problem. ► Location analysis for a new casino in Greater London. ► Two major conflicting viewpoints are considered: profitability and social benefits. ► Three MCDA approaches: weighted sum, TOPSIS and PROMETHEE. ► PROMETHEE and the Weighted Sum Method methods support the decision of the panel. ► TOPSIS has a different recommendation because it tends to recommend extremes.