Mark Larson, CEO of Dynamic Gaming Solutions (DGS), sees personalization and localization as two of the most critical components of success in today’s gaming industry.
DGS is a third-party distribution and service provider of electronic slot machines, classic table games and other gaming solutions. What do you see as the biggest challenge in this niche industry?
A pain point we hear about often is the prevalence of generic gaming solutions that are primarily designed for large corporate casino conglomerates. Our casino clientele seek games and products that will truly resonate with their markets and players. At DGS, we pride ourselves on understanding the uniqueness of each casino we work with and tailoring our recommendations accordingly. We recognize that success in one location may not guarantee success in another and our approach is centered on providing localized solutions for maximum impact.
What do you see as the biggest opportunity?
There’s a real demand across the US for tailored, localized gaming solutions and services. At DGS, this happens to be our speciality and it’s what sets us apart. We take pride in living and working in the markets we serve, recognizing the nuances and diverse characteristics of each region. With our expanding presence, now covering 17 states, we are bringing high-performing games and products to rural and Tribal casinos nationwide. Our client-centered approach allows us to be the single point of contact for all their gaming needs, fostering strong and lasting partnerships with our valued customers.
DGS was founded in 2016. How has the business changed over the years?
Over the past seven years, DGS has undergone tremendous growth and transformation. What started as a single location in Oklahoma City has now expanded to over 100 jurisdictions across the US. Our team has grown significantly, from a small group to now a robust and passionate workforce.
Local Nuances will play a crucial role in meeting players' expectation and driving success in the market
Throughout this journey, we have prioritized building strong relationships with both our manufacturing and casino partners, seeking win-win opportunities and embracing our deep commitment to local markets. This approach has been a driving force behind our success and the ability to deliver effective and customized gaming solutions that truly resonate with our diverse clientele.
How has the overall industry changed?
The gaming industry has undergone a remarkable transformation in recent years, driven by technological advancements and the entrance of new competitors. Additionally, the geographical expansion of various forms of legalized gaming in new states has played a significant role in shaping the landscape. For us at DGS, the key lies in recognizing the areas where these innovative gaming technologies can create a substantial and positive impact for our clients and their players.
Where do you see DGS going in the next five to 10 years?
In the next five to 10 years, I envision DGS solidifying its position as a trusted and reliable casino partner throughout the US. Our focus on localized support, customizable gaming solutions and our unwavering commitment to minimizing risk for our casino partners will be the driving forces behind our success. As we continue to build strong relationships with casino communities and their local players, our expansion will be fueled by the endorsement and support of those we serve. Together, we will continue to shape the future of the gaming industry and bring unforgettable gaming experiences to players nationwide.
Where do you see this sector being headed?
The gaming industry is on an exciting trajectory, driven by the dynamic interplay of players’ evolving preferences and manufacturers’ constant pursuit of innovation. Players increasingly seek personalized and engaging experiences, influencing the direction of gaming product development. Manufacturers and casino operators, in turn, are focused on staying competitive by providing a regular flow of new products that exceed performance expectations.
As the industry evolves, we see a clear trend towards maximizing return on investment in new games and equipment while mitigating risks associated with the introduction of new products. Local nuances will play a crucial role in meeting players’ expectations and driving success in the market. Overall, the future of the gaming industry revolves around personalization, performance, innovation, and a careful balance between risk and reward.
What are you most excited about when you think about DGS?
I’m incredibly excited about DGS’ ability to create a positive impact, not only on casino floors but also within the local communities we serve. Our dedication to providing tailored solutions, building strong partnerships and delivering exceptional localized service sets us apart, and allows us to offer superb gaming experiences for our clients and their customers. Seeing the positive influence of our work in these communities is truly fulfilling and drives us to continue pushing the boundaries of what’s possible in gaming.
What is the best part of your job?
The best part of my job is the opportunity to drive change and foster innovation among rural and Tribal casinos. I’m deeply passionate about collaborating closely with our partners to shape the future of gaming for thousands of players. It’s a unique and exhilarating experience to see the positive impact we can make in the industry, and the communities we serve.
