Making it easier to move money onto casino machines. Giving losing gamblers reasons to stay. Creating betting opportunities that continue when traditional sports slow down. Even using fragrances to shape the casino experience. These are among the strategies described in panel discussions and promotional materials surrounding the Global Gaming Expo in Las Vegas, where gambling executives, influencers and professional bettors examined how to attract customers and keep them returning.
The Daily Caller first reported on leaked audio from the gathering Oct. 7, detailing discussions about retaining valuable gamblers through personalized incentives, casino amenities and easier access to money. The National Pulse has obtained additional audio, including warnings from a professional bettor about problem gambling and products that rapidly drain customers’ bankrolls.
The event, held Sept. 28 through Oct. 1, was presented by the American Gaming Association and organized by RX. While speakers discussed keeping gamblers playing, industry leaders at the same convention laid out a campaign to shut down sports-related offerings from federally regulated prediction-market competitors.
At “The Power of Unity: Confronting the Prediction Markets Challenge,” American Gaming Association President and CEO Bill Miller joined tribal gaming leaders to discuss their opposition to the businesses. The session featured Indian Gaming Association Chairman David Z. Bean, California Nations Indian Gaming Association Chairman James Siva and tribal advocate Holly Cook Macarro. IGA Executive Director Jason Giles moderated.
Miller called prediction markets “untaxed, unregulated, consumer-predatory organizations” presenting themselves as investment vehicles. The CFTC, however, identifies Kalshi and other prediction-market platforms as federally regulated and has sued states to defend what it says is its exclusive jurisdiction. “Their best days are behind them. Their house of cards is falling apart,” Miller said.
His closing remarks described the campaign in combative terms.
“We got punched in the face early… but now they’re on the run. And the only way we lose is we take our foot off the throat,” Miller said.
One tribal leader compared prediction-market companies to a “cornered rat” and asked how they would respond as they lost in court. That campaign against competing wagering products unfolded alongside the expo’s discussions of how casinos and sportsbooks could retain their own customers and increase their spending.
One of the clearest descriptions of the business incentive came in a prerecorded video played during “From First Play to VIP: Creating Loyalty That Lasts.”
“The biggest thing for me as a high limit player is just removing all the barriers, make it easy,” a casino-content creator said. The speaker then connected faster gambling with operator revenue: “The faster the operator makes money.” The surrounding remarks described how keeping people playing more quickly benefits the business. The panel was moderated by Chalkline co-founder and CEO Daniel Kustelski and featured CC Griffus, director of iGaming and sports betting operations at Michigan’s Soaring Eagle Casino & Resort; casino influencer Kelly Koffler; and Josh Duffy, co-creator of the Slotaholic casino-content channel.
Griffus described an industry increasingly dependent on a small group of customers. The traditional notion that 20% of customers account for 80% of revenue had narrowed, she said, with roughly 5% to 10% of top players generating about 80%.
Duffy described the casino as a potential “second home,” where customers should encounter a friendly environment that makes them want to return. Koffler, who operates the Casino Kelly channel and also writes for the industry publication CDC Gaming, discussed giving customers alternatives when they are losing on the casino floor. “You shouldn’t want us to say, ‘Oh, I’m losing, I wanna go home,’” Koffler said. “You should want us to maybe go to the spa.”
Another recurring subject was reducing the inconvenience of financial transactions, including ATM fees and the steps required to access more money. Griffus described cashless systems that let customers transfer funds from their phones to casino machines, then move remaining money back to their phones. The systems connect to customers’ bank accounts.
“It’s kind of scary,” she said. The focus on the customer experience extended beyond payments, hosts and complimentary drinks.
Aroma Impressions, a scent-marketing company listed among the expo’s exhibitors, advertised fragrances for gaming floors, entrances and resort hotels. Its exhibitor description said its products were designed to improve the guest experience and “maximize gaming revenue.” The company’s website cites a University of Nevada, Las Vegas study that tested fragrances across 253 slot machines over 20 days and reported increases in the amount wagered under certain fragrance conditions.
For online sportsbooks, another advertised session addressed a different challenge: offering customers more things to bet on when the traditional sports schedule slows down. The session, “Always-On by Design: Building the Next Layer of Sportsbook Content,” featured Oddin.gg, which promoted its appearance at the conference alongside its expanded fast-betting content.
“When the sports calendar slows down, bettor demand doesn’t,” the session description stated. This, supplied with the conference materials, outlined opportunities for “more betting moments, longer engagement, and increased retention” beyond the limits of a seasonal calendar. It identified esports, player-versus-player duels, and “bot-driven and studio competitions” as examples.
A separate panel, “What VIPs Actually Want From Your Platform,” included professional sports bettor Steve Fezzik, Bettor Day founder Scott Seidenberg and poker player Mike Lavin. Tom Hill, Plaid’s head of gaming and prediction markets, moderated. Fezzik delivered some of the sharpest criticism of the industry’s approach.
He said operators steer customers toward same-game parlays and other products with theoretical house holds of 10%, 20%, 30% or even 40%, describing such offerings as “a sucker bet.” He also disputed the roughly 2% problem-gambling figure he said he frequently hears.
“Multiply by ten,” Fezzik said, estimating that at least one in five gamblers he sees in Las Vegas are problem gamblers. He presented that estimate as his personal observation, not as a finding from a study. He said operators risk trying to extract “every ounce of blood from a turnip.”
The Daily Caller reported that Griffus, Koffler, Duffy, Fezzik and Lavin did not respond to its requests for comment.
show less


