COS 2025 – Nova Gorica

Build-up Sponsors Areas

Opening Reception

THEME : Staying Relevant!

Opening words

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.

How do Land-Based Casinos stay relevant?

A talk about Products & Services

Synopsis (by Lucien, to be updated)

Staying relevant as an industry means giving the Products & Services we offer thorough thought. Mr. van Lambaart is one of few true visionaries in the Land-Based Casino industry. Sharing his vision on stage with the audience will be an excellent start of COS 2025.

Bio:

Erwin van Lambaart was born in Rotterdam, the Netherlands. He is an experienced leader in the global hospitality, entertainment, and gaming sectors. Starting his career in 1985, Erwin has held various management roles, such as General Manager and Deputy General Manager, up until 1995.

Between 1995 and 1998, he served as the Directeur Délégué (Deputy Director) for Economy Hotels in Holland and was the Sales and Marketing Manager for the Benelux region. During this period, he also accumulated significant international experience in the hotel industry with Accor Hotels.

Erwin’s career continued to flourish from 1998 to 2011 as the CEO of Joop van den Ende Theater Productions, which is part of Endemol/Stage Entertainment Netherlands. He expanded his responsibilities by joining the Executive Board and becoming the Chief Content Officer of Stage Entertainment International from 2006 to 2012.

In 2012, he became the CEO of Niehe Media BV, a Dutch media and entertainment company, a position he held until 2014. Then, from 2014 to 2016, he led Sail Event Partners CV and ACE Concepts & Events BV as their CEO. In 2016, Erwin took the helm as the CEO of Holland Casino NV, where he confirmed his expertise in the casino and gaming industry.

On March 14, 2022, Erwin relocated to Austria to join Casinos Austria AG and Österreichische Lotterien GmbH as a Director of the Board. Then, on April 1, 2022, he was appointed CEO of both entities. The European Casino Association (ECA) appointed Erwin as its Chairman on February 7, 2023. Subsequently, on February 6, 2024, the ECA’s General Assembly re-elected him for an additional three-year term in this position.

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:

Paul Curtis Steelman, a native of Atlantic City, New Jersey, is internationally celebrated as a visionary designer in
entertainment, hospitality, and gaming architecture. Now based in Las Vegas, Nevada—widely regarded as the world’s
entertainment capital—Paul has shaped iconic projects across 30 countries, leaving an indelible mark on the global stage.

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:

Executive Chairman
Hippodrome Casino

COFFEE BREAK

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

PANELISTS:

Matthew King (CEO Hippodrome Casino)

More panelists will be updated

PART 1 –

Forecasts – They are all wrong…but some are useful.

Description:

A deep dive into Gambling data available from most European Countries; both land-based and on-line gaming.

Bio:

Josh leads the wider team at H2 to track markets from both data and regulatory aspects with a particular focus on the impact of regulatory change on market revenue projections. He has an academic and applied background in data analytics and drives the continuous development of H2’s new and existing datasets and regulatory updates. Josh oversees over 150 markets worldwide and interprets constantly changing data and market developments to deliver accurate, up to the minute intelligence on the global gambling market.

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.

THEME : Casino on-line Systems / CMS

The Casinoworld is stuck in the 1990s.

Free play offers to many should be replaced with personalized one-to-one incentives,  Theo is an outdated measurement of player worth,  casinos are behind the loyalty curve compared to the rest of the world, and casinos are not offering gaming experiences that will replace older slot players with a new generation

Synopsis (by Lucien, to be updated)

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

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 effect of Promo Play on the Bottom Line

Synopsis (by Lucien, to be updated):

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

How much should Casinos re-invest into the different player Categories?

The Cashdesk-less Casino

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

LUNCH BREAK

Land-based Casinos and Artificial Intelligence

Land-based casinos and Artificial Intelligence – PANEL DISCUSSION

COFFEE BREAK

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 is co-organizer and host of COS. He regularly speaks or moderates on conferences for the Landbased or online casino industry. Arjan is Marketing Consultant and works for operators, helping them in their promotional strategy, Reward Program or Database Marketing. With the Casino Marketing Academy he has trained many professionals in our industry.

Presentation of the various Casino Award Systems that have been selected by Vendors and Jury to participate in the ‘Land-Based Casino Award System of Year’ election

CASINO LOYALTY SYSTEM OF THE YEAR!

AWARDS Dinner

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.

PART 2 –

Forecasts – They are all wrong…but some are useful.

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.

Insuring the risk of Seed Values and Big Wins

Synopsis (By Lucien; to be updated):

What if Casinos could insure the Risk of Seed values of Mega Jackpots or Extreme Wins? Turns out, they actually can.

LUNCH BREAK

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?

Panel discussion

Advantage Play; Myth, or Fact?

Synopsis:

Whether it is true or not, Advantage Play is having its effect on the casino floor. Those who believe this to be real are acting like it, even sometimes chasing people from their machine. With four experts we will discuss if it is true or not and how it changes the atmosphere on the floor.

Panelists:

• Maulin Gandhi
• Nick Hogan
• to be announced

Game mechanics that move from On-line Casinos to land-based Casinos.