Simmo is right, I think it depends on your target market.
If you are after newbie and bonus hunter players then emphasize the free and bonus terms/banners/content on your site.
I am targeting experienced players so that’s why I try to avoid any “free” context on my site and write content about strategy, reviews, guides etc. I think bonus hunters can make harm to the casino (and so for me because I am on revshare everywhere), so someone always lose in such a situation.
Just my 2 cents.. 