COS 2025 – Nova Gorica

Build-up Sponsors Areas

Opening Reception in the Club Perla.

SPONSORED BY SPINTEC

Drinks, fingerfood and casual conversation in anticipation of the Conference.

Opening Words by the President of the Management Board

THEME : Staying Relevant!

LUNCH

Opening Words by the President of HIT

BIO:

President of the Management Board, Hit Company

Sandi Brataševec (born 1966) holds a degree in electrical engineering and a master’s degree in business administration, with over 20 years of international experience in executive roles in public mobility and tourism companies such as Nomago, Avrigo, and Izletnik Celje. He is one of the founders of Soča Rafting. Brataševec joined Hit Company  from Nomago, where he served as CEO from 2018 to 2022 and most recently as an advisor to the board and chair of Nomago Italia’s board of directors. He a member of the Management Board of the Slovenian Association of Travel Agencies under the Chamber of Commerce and Industry of Slovenia. His mandate as President of the Board of Hit Company began on January 1, 2024.

Setting the Stage for COS 2025

Synopsis:

Using one slide to kick off COS 2025, I ask myself the question what Land-Based Casinos should do to stay relevant. What will make my kids, now around 10 years old, want to visit Land-based Casinos let’s say 15 years from now.

During COS 2025, speakers will talk about Products & Services, about Design, about use of systems (both to provide proof and to create fun & entertainment). We will talk about why people wish to play and gamble.

With the best line-up of Speakers COS has ever had, it will be thought provoking and memorable.

Bio:

Organiser of COS, Trainer & Consultant; Lucien has been active in the gaming industry for over 35 years.

KEYNOTE ADDRESS

How do Land-Based Casinos stay relevant?

It’s all about FUN!

Synopsis (by Lucien, to be updated)

Simon Thomas, like no other in the European Casino Industry, can address why & how Casino Visits are about FUN.

Bio:

Simon Thomas is Executive Chairman and majority shareholder of Hippodrome Casino limited, the extensive leisure casino complex in Leicester Square.

He is chairman of the casino industry section of the UK’s Betting and Gaming Council and is a director of the European casino association.

He was a trustee of Gamcare from 2007 to 2019.

How does Land-Based Casino Design stay relevant?

A talk about the importance of Design.

Synopsis (by Lucien, to be updated)

There probably is no better person to talk about Casino Design than Mr. paul Steelman.

From an architect’s perspective, the big picture is what captivates clients and sells the project, showcasing the vision and potential that inspire excitement and trust. However, it is in the intricacies of the small details where true success is crafted. These details—the precision of a joint, the interplay of light and shadow, the seamless functionality of a space—are what elevate a design from mere concept to enduring achievement. While the vision draws people in, it is the meticulous attention to detail that ensures the project not only stands but thrives.

Bio:

Aleksey Belinskiy
Founder and Managing Director
ADDICTED2Design Group, Amsterdam

Experienced in land based casino planning, design, and development, Aleksey has over 24 years in the casino industry, specializing in integrated casino resorts.
He holds degrees in Civil Engineering and Construction Management from New York University and Architecture from Pratt Institute in New York.

Aleksey began his career in casino planing and design in 2001 converting old horse race tracks in US to casinos, designing casino resorts in Atlantic City.
Later served as Director of SP Studio at Steelman Partners in Atlantic City from 2007 until 2011. During this time, he collaborated with leading clients such as MGM, Caesars Entertainment, and Galaxy Entertainment, driving the development of high-profile casino resorts.

In 2011, Aleksey established the European operations for Steelman Partners in Amsterdam.
He is also a founding board member of Upffinity Gaming Management FCZO in Dubai (managing Corona Integrated Casino Resort in Phu Quoc, Vietnam) and launched Samovar Hospitality Group, which operates award-winning venues in the Netherlands.

In 2023, he founded ADDICTED2Design, focusing on innovative casino design and operations.

Aleksey is a sought-after speaker at international conferences and the European Slot Academy, where he shares insights on casino planning and design principles.

Grupo Orenes : ODISEO

SYNOPSIS:

Lucien hand-picked two casino groups to showcase their operations.

BIO:

Lourdes Giménez Gascón is a strategic leader with over 15 years of experience in marketing, sales, and business development. With a degree in Marketing and Advertising, she currently oversees the commercial strategy of the Casinos, Hotels & Restaurants Division at Orenes Grupo, where she has spearheaded a profound transformation of the traditional casino model into a fully immersive, customer-centered entertainment experience.

Her leadership has positioned Orenes casinos in key markets such as Murcia, Badajoz, Castellón, Andorra, the Canary Islands, and Mexico as benchmarks in the industry—integrating gaming, gastronomy, live shows, and technology into emotionally engaging experiences.

COFFEE BREAK

SUN International: The Urban Integrated Resort

SYNOPSIS:

Lucien hand-picked two casino groups to showcase their operations.

BIO:

Graham Wood is COO of Sun International (update to follow)

PANEL DISCUSSION – Why my kids will visit a land-based Casino in 2040

PANELISTS:

Matthew King (CEO Hippodrome Casino)

Lourdes Giménez Gascón (Commercial Director, Casinos, Hotels & Restaurants Division – Orenes Grupo)

Danjel Mlečnik
(Member of the Management Board, Hit Company)

Graham Wood (COO SUN international)

Slot Assortment & Merchandising – A Basic Strategy

Synopsis

Over the past 10 years, data science firm, ReelMetrics, has emerged as one of the industry’s key thought leaders, leveraging giant data sets and revolutionary analytical models to deliver enormous efficiencies to operators the world over. In this talk, ReelMetrics Co-Founder & CEO, Nick Hogan, discusses the data-driven Assortment & Merchandising strategies of successful mainstream retailers and how ReelMetrics and its clients are adopting and adapting them to boost revenues, decrease costs and fortify player loyalty.

Bio:

A 28-year gaming industry veteran, Nick Hogan is Co-Founder & CEO of data science firm, ReelMetrics. Nick co-founded ReelMetrics with partners John Boushy & William Schoofs in 2014, and, in just 9 years, has grown the organization to become the world’s leading aggregator of slot player, product & performance data.

Prior to ReelMetrics, Nick spent over a decade as Director & EVP Sales and Marketing at Gaming Support, a Rotterdam-based provider of yield enhancing slot peripherals and managed gaming services. Nick joined Gaming Support following 5 years with Mikohn Gaming, where he was responsible for the company’s Systems portfolio globally.

A self-confessed power nerd & Big Data junkie, Nick is a frequent industry speaker, co-host of the ReelCast podcast, and a recognized industrial authority in the fields of slot analytics, yield optimization, and player behavior.

An evening in Park Park, Hotel & Entertainement

The other property of the HIT Group in Nova Gorica. Where HIT Group’s first casino opened four decades ago. Beautiful Art-deco style ambient elements. A real GEM in my humble opnion. The F&B depertment of Park, Hotel & Entertainment has gone out their way to create a memorable evening, showcasing what culinary delights Slovenia has to offer!

THEME : Casino on-line Systems / CMS

Casino Marketing Tactics

Match-play, Free-play, Drawings, Rebates/Discounts; nothing is categorically bad, but, the big issue is measurement.

If you Can’t measure it, you can’t manage it, you can’t optimize it

Synopsis

After three COS editions where Professor Lucas contributed with presentations on his various Academic Researches, we are very proud that this year Prof. Anthony Lucas will deliver the outcomes of his academic research in front of the Audience.

BIO: Anthony Lucas received his Ph.D. in 2000, following a ten-year career in the gaming industry where he worked in the areas of financial and operations analysis for Harrah’s, MGM, and Stations Casinos. Currently, Dr. Lucas is a tenured full professor on the faculty of UNLV’s William F. Harrah College of Hospitality, teaching courses in the areas of casino marketing, casino management, and statistics. He has coauthored four books, including Wiley’s Casino Operations Management, Introduction to Casino Management, and Principles of Casino Marketing. Having won several awards for his research in the fields of casino marketing and casino operations, Dr. Lucas has published 52 gaming articles in scholarly journals such as Cornell Hospitality Quarterly, Journal of Hospitality and Tourism Research, and the International Journal of Hospitality Management. He also actively serves as a consultant to gaming companies and government agencies, conducting research and delivering management seminars across the globe.

COFFEE BREAK

It’s All About the Player

70% of casino players are dissatisfied with their experience and never return. How allowing games themselves create loyalty have led to years of declines in gaming, and how casinos can use technology now to begin fixing the problem

Synopsis

Buckle up! Noah will kick-sart the day about systems with some thought-provoking views!

70% of casino players are dissatisfied with their experience and never return. This talk  focuses on how casinos need to modernize/personalize to stay relevant.

Bio:

Noah Acres of Acres Manufacturing, specializing in casino technology and loyalty solutions. With over 20 years of experience in the casino gaming industry, Noah focuses on helping casinos improve their operations by enhancing player engagement, strengthening loyalty, and ensuring data security. His innovative approach is driving profitability and intelligent operations within the industry.

The Cashdesk-less Casino

Case Study from a Casino in Switzerland, which will operate without a physical Cash-Desk.

Bio:

Daniel is the Casino Director for Swiss Casino Winterthur

The traditional WOMEN IN GAMING lunch, proudly sponsored by HIT – Universe of Fun

This lunch will take place in Park, Hotel & Entertainment a five minute walk from Perla, Resort & Entertainment

LUNCH BREAK

AI: Bubble, Boom… or the Best Con Since Card Counting?

Synopsis:

Join us for a no-nonsense, casino specific look at whether AI is the jackpot tech everyone’s betting on, or just another sleight of hand. In this session, we’ll cut through the hype, explore real-world casino applications (and misapplications), and help you decide if AI is your next big win… or just smoke and mirrors with a Silicon Valley smile.

Bio:

John Purcell is a 30-year veteran of the global gambling industry and a recognised authority on the intersection of technology, gaming, and regulation. As the founder of multiple successful ventures, including DigiWheel (now part of Evolution), Bingo Manager, and Etaleo Smart Casino Technologies, John has consistently pioneered innovations that bridge traditional casino operations with cutting-edge digital solutions.
John advises international gaming operators, regulators, and manufacturers on strategy, compliance, and future-proofing in an AI-driven world. From developing AI-powered gaming SaaS platforms to the invention of smart casino tables and advising governments/industry associations on gambling products and legislation, he brings a rare mix of boardroom credibility, technical insight, and on-the-ground experience.
In his talks, John blends wit, realism, and hard-earned lessons to help audiences separate gambling specific fact from fiction—and make smarter bets on the future of casino technology, with and without AI.

Staying in the Game: How Land-Based Casinos Compete in an AI-Driven Industryy?

Fireside chat

Synopsis:

Artificial Intelligence and Casino operations; where do we stand, and what is the be expected in the -near- future.

A fireside chat between Harmen Brenninkmeijer, Ian Gosling and John Purcell.

Three industry experts known for not holding back.

COFFEE BREAK

Not everything in the desert that shimmers is gold!

Synopsis:

(by Lucien) We acn all learn from experience. The most experienced operator in the room this COS must be Ian Gosling, who is willing to shine his light and share with the audience some of his experiences in two short presentations.

BIO :

Ian is a highly experienced casino executive who has spent over 46 years working in the hospitality & gaming business, 42 of those years in senior management positions.  From my very first General Managers position he knew casino management wasn’t going to be a job but a vocation.  At the age of 26 he was entrusted with his first casino by Sun International in Swaziland, Southern Africa.  He moved on to the Indian Ocean island of Mauritius, as Regional Gaming Director managing 3 high revenue casinos. Following were stints in the Seychelles and the UK, to learn the slot machine business with IGT’s distributor Casino Coin.  Next appointment in Colorado, USA.  Turkey was the next port of call, this time the largest casino Turkey, located in Izmir.  Following this, a short journey across the border to Thessaloniki, Greece to open an even bigger casino (at that time Europe’s largest casino) and in later years taking over an ex-government casino in Athens.  During his time in Greece, Ian was appointed by Hyatt to oversee all their casinos outside North America & Caribbean, which included opening new casinos in Argentina, Spain, Azerbaijan, Philippines, and Albania.  Ian is currently busy to relocate our Athens casino. The future for land-based casinos is looking good!

29 years, why is it time to step down…

The do’s and don’ts of a Loyalty Program

Synopsis:

In 1997 Harrah’s launched Total Gold, later called Total Rewards and nowadays Caesars Rewards. How come most Reward Programs in our industry are similar to this 28 year old program? Where 90% or more of all members are in the lowest tier? Where we make promotions promising the world when you get to the highest level whilst less than 2% can reach that? Where, after playing € 1 on slots for two hours, your points have a value of less than € 3, 3 spins!

Don’t we realize that this data is the backbone of our future growth? So time to shape up!

Bio:

Arjan Korstjens is a consultant, speaker and trainer in the international Casino industry. Working from his own company, Explayner, he helps casinos improving the result and effect of their Marketing and Operation in both the online and landbased world. Arjan specialises in promotional strategies, Responsible Gaming, database marketing and loyalty programs. He is the course director for the Casino Marketing Academy and speaks and chairs various conferences around the world.

Showcases of Loyalty Programs

GROUP PICTURE

Let’s try to get 300 people on a picture. Directly outside the Perla, Resort & Entertainment main entrance (in front of the Perla Sign).

BIO:

Kimberly is the COS Social Media Manager and the Photographer during COS 2025.

Dinner in Perla, Resort & Entertainment

WHY does Homo Sapiens Play and Gamble

BIO

Dr. Michael Auer is a researcher and AI specialist. He has a Master’s degree in Statistics from the University of Vienna and a PhD in Psychology from Nottingham Trent University. He has been working in the Gambling Industry for nearly 20 years. Dr. Michael Auer specializes in the Psychology of Gambling and the understanding of Responsible Gambling. He has published more than 50 peer reviewed papers which are mostly based on real-world data from actual players. He is also a successful entrepreneur and one of the founders of neccton.

On the crossroads of of Land-based and on-line gaming

Games  concepts migrating from on-line to Land-based.

BIO :

Riccardo Furlan is a seasoned product leader in the gaming industry with over 20 years of experience across land-based and online sectors. Currently Head of Product & Commercial at SpadeGaming, they lead game development, commercial strategy, and international expansion for multiple brands. Over their career, they have successfully produced and launched over 100 slot games, along with table and crash games. A recognized speaker at major events like SIGMA Europe 2024 and ICE VOX 2022, they bring deep expertise in gaming certification, having managed the certification of games and platforms with multiple regulators and independent labs. Their 8-year tenure as Platform Account Manager at Sisal further solidified their strengths in regulatory compliance, content strategy, and multi-platform integration—making them a key figure in driving both product quality and business growth.

COFFEE BREAK

KYC & AML: Know Your Criminals, Stop the Money Laundering!

DESCRIPTION :

This presentation provides a comprehensive introduction to the concepts of Know Your Customer (KYC) and Anti-Money Laundering (AML). Key topics include the importance of these practices, the legal regulations governing them, and a comparison of frameworks within the EU. Additionally, the session explores data providers in the industry, highlights the benefits of effective KYC/AML implementation for casinos, and discusses strategies for efficient process management and secure data handling. Learn how to protect your business while ensuring compliance and operational excellence.

BIO:

Silvio Frick, CEO of Sileo, based in Fahrwangen, Switzerland, since 2011. As a certified business informatics specialist with a pragmatic and hands-on approach, Silvio focuses on delivering practical solutions to complex challenges. Since 2019, Sileo has been developing innovative casino software, including the Octagon AML module, which addresses key compliance areas such as Know Your Customer (KYC) and Anti-Money Laundering (AML). Drawing from his experience in software development and regulatory requirements, Silvio offers insightful perspectives on effectively implementing KYC and AML obligations, empowering organizations to meet compliance demands efficiently.

The making of The Strip in Las Vegas

Discription:

In this presentation about Las Vegas, author Joris Dekkers will take you on a journey through time. He explores the evolution of casino resort development, from the heydays of the 1950s all the way to the modern era of megaresorts. Watch how Joris will unravel the astonishing story of customer experience in the capital of land-based gaming and entertainment.

Bio:

Having studied history for 7 years and being a passionate Las Vegas visitor and fan, for the last 2 years Joris Dekkers has thrown himself on fulfilling his dream: writing the definitive story of how the Las Vegas Strip came to be.

Dekkers has extensive experience in the iGaming world, having worked in various capacities at a myriad of gaming companies such as Kindred Group and Better Collective, as well as steering his own ships. He combines his expertise of affiliate marketing with an eye for elegance, entertainment and creativity.

What is advantage play?

Synopsis (by Lucien, to be updated)

Currently, there is an active discussion about Advantage Play on Slot Machines.

So, what is Advantage Play and does data support that this in fact an issue?

BIO:

Maulin Gandhi serves as the President of Tangam Systems, where he has been instrumental in transforming the company into a global leader in gaming optimization software. Under his leadership, Tangam has developed and launched two industry-defining product lines: TYM (Table Games Yield Management) and SODA (Slot Optimization & Demand Analytics).

Both solutions combine deep expertise in casino operations, software engineering, mathematical optimization, and statistics, offering groundbreaking capabilities that have reshaped operational strategies in the gaming industry.

Today, Tangam’s award-winning products are trusted by over 190 casinos across nine countries, including some of the most prestigious gaming resort brands worldwide. Their widespread adoption and industry recognition are a testament to Tangam’s commitment to innovation and thought leadership.

Maulin’s drive to push technological boundaries reflects the core ethos at Tangam Systems: staying at the forefront of innovation in gaming optimization. His engineering background from McGill University in Canada, where he specialized in Computer Vision and Artificial Intelligence, continues to shape his practical and forward-thinking approach to business and technology.

LUNCH BREAK

Is Advantage Play a trend, and should casinos be paying attention?

Panelists:

Maulin Gandhi (Tangam Systems)

Nick Hogan (ReelMetrics)

Peter Post (IGT)

The do’s and dont’s of System Driven Mystery Prize Management

Synopsis:

Most land-based casinos use System Driven Mystery Prizes.

Do these prizes contribute to the bottom line? Were they created with a specific goal in mind? What are the do’s and dont’s?

Closing reception