COS 2025 – Nova Gorica

An evening in Park Hotel with entertainment

The other property of HIT in Nova Gorica. The wondeful park Hotel; beautiful art-deco styled ceilings and other elements. A real GEM in my humble opnion. The F&B depertment of park Hotel has gone out their way to create a mamorable evening, showcasing what culinary delights  Slovenia has to offer!

Build-up Sponsors Areas

Opening Reception in the HIT Casino CLUB.

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

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.

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.

Synopsis:

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

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.

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

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

Bio:

Andrew is the co-founder and CTO of Quick Custom Intelligence.

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

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.

Land-based casinos and Artificial Intelligence – PANEL DISCUSSION

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 Brenninkmeier, Ian Gosling,  Colin Stewart and John Purcell.

Three industry experts known for not holding back.

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 in HIT Casino Perla

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.

Synopsis:

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.

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 (CEO Tangam Systems)

LUNCH BREAK

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

Panelists:

Maulin Gandhi (Tangam Systems)

Nick Hogan (ReelMetrics)

Andrew Cardno (Quick Custom Intelligemnce)

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?