Viewpoints: Tribal adaptation

Steph Nel, SVP of Global Sales, Galaxy Gaming

With a gaming career spanning over 20 years and across several continents, Nel brings extensive knowledge and experience to the Galaxy Gaming team. Steph Nel started his career as a dealer in South Africa and has since traveled and worked as a sales and business development gaming leader in Africa, the UK and now in Las Vegas.

Brooke Fiumara, Co-Founder and CEO, OPTX

Brooke Fiumara is the Co-Founder and CEO of OPTX, the award-winning casino data platform in the gaming industry. Fiumara brings a wealth of gaming industry experience and leadership to OPTX, having shaped and defined gaming solutions and innovation for a wide range of notable hospitality and resort properties across the country.

Knute Knudson, VP Global Business Development and Tribal Ambassador, IGT

Knudson has been an advocate and proponent of Indian gaming for three decades and continues to advance the interests of Tribal gaming growth, sovereignty and prosperity. His work for IGT brings the latest technology, branded content and proven core games to Tribes to grow casino revenues and strengthen Tribal self-sufficiency and economic independence.

Adam Bullock, COO, Imagine This

Adam Bullock is the COO of Imagine This and currently oversees all aspects of the company’s business, working to ensure efficient and effective operations. Bullock has utilized outstanding skills in communication and presentation, combined with his drive and dedication, over a decade-plus career with Imagine This.

Steve Walther, VP of Game Development, AGS

With nearly 30 years of gaming industry experience across multiple disciplines, Steve Walther has a broad knowledge of product management, gaming operations and casino systems with extensive expertise in product lifecycle management, casino marketing, software development and organizational behavior. His experience spans global product planning, performance analysis and strategic planning including gathering and prioritizing customer requirements, defining the overall vision and roadmap for products and building launch strategies.

Russell Witt, Chief Business Development Officer, Eclipse Gaming

Russell Witt is a distinguished leader in Tribal gaming with strategic vision and deep industry expertise instrumental in advancing Eclipse Gaming’s product offerings in new and emerging markets. Witt’s extensive background and accomplishments include notable contributions as a leading subject matter expert in Tribal gaming technology and regulation. His work with the Indian Gaming Association (IGA) and the California Nations Indian Gaming Association as an Associate Board Member involved expanding technical training curricula and developing critical workshops.

How has technology improved to help Tribal operators adapt to an ever-changing gaming industry?

Steph Nel: Technology has revolutionized Tribal gaming operations through integrated casino management systems that provide real-time analytics and enhanced player tracking. Modern digital payment solutions and cashless gaming options have also streamlined operations while improving the guest experience.

Brooke Fiumara: Technology has greatly enhanced Tribal operations in various areas, from improving customer loyalty and retention to increasing efficiency across departments. One of the most exciting aspects, however, is how technology helps train and develop the next generation of Tribal member leaders. By utilizing modern tools, Tribal members can learn and grow in a variety of roles, as technology simplifies the learning process and job execution. For instance, within OPTX, the user-friendly interface to SQL allows individuals to grasp the principles of database marketing without needing to become SQL experts. This is just one example of how technology is helping cultivate future leaders within Tribal communities.

Knute Knudson: Much like their commercial counterparts, Tribal operators benefit from technology advancements in many ways. Tribal casinos have a rich history of being early adopters of new technologies as they often have a less complicated regulatory environment and can thus move with more agility. Over the years, technology has helped casinos drive profits, improve the customer experience, enhance loyalty, increase security and deliver entertainment.

Adam Bullock: Technology has transformed the way Tribal operators navigate the evolving gaming industry, particularly through data-driven decision-making. At Imagine This, our continuity program leverages advanced analytics to optimize gifting promotions, ensuring sustained player engagement and increased incremental revenue. Through our pro forma and post forma analysis, we help operators assess the impact of their promotions, refine strategies and maximize returns. By utilizing in-depth data analysis based on provided datasets, we offer valuable transparency into promotion performance, empowering Tribal casinos to adapt effectively, enhance customer loyalty and drive long-term profitability in an increasingly competitive market.

Steve Walther: Technology has evolved across society and can help Tribal operators adapt to changing customer needs. By adopting advanced platforms, systems and engaging content, operators can improve operations and enhance the customer experience. Staying ahead of technological trends is essential to meet customer expectations and stay competitive, as players now expect seamless digital engagement and fast service. With technology advancing outside the casino, operators must compete for entertainment dollars to retain customer loyalty.

Russell Witt: Technology has helped Tribal gaming operators in every area of the gaming operation. As we’ve watched Tribal gaming facilities grow and morph into full, resort-style destinations, technology and software has made that possible. From online accounting systems, player reward programs, security and surveillance systems and hotel management systems have all played a part in allowing the gaming operation to scale as quickly as they have.

Why is it essential for Tribal operators to continue welcoming new advancements throughout the industry?

Steph Nel: Embracing technological advancements is crucial for Tribal operators to maintain competitiveness in an increasingly sophisticated gaming market. New technologies help reduce operational costs, enhance security measures and provide better player experiences that customers expect. Tech innovation also enables Tribal properties to expand their revenue streams through mobile apps, online gaming platforms where permitted and improved loyalty programs.

Brooke Fiumara: Welcoming new technology within Tribal operations is essential for ensuring their long-term growth and success. As the gaming industry evolves and customer expectations shift, embracing technological advancements allows Tribal operators to stay competitive. By incorporating these innovations, operators can better meet customer needs, improve satisfaction and foster repeat visitation, ultimately supporting the sustainability and continued growth of their operations.

Knute Knudson: When leveraged strategically, technology affords operators many competitive and operational advantages and is essential for operators to stay relevant and competitive. As an industry, we are amid what some call the “data revolution,” whereby data is identified as the next big driver of growth, personalization and operational optimization. I think there is a big opportunity for Tribal operators to get ahead of this trend and apply data effectively. As a supplier, IGT is embracing this trend and embedding new, advanced functionality and API architecture into solutions such as our casino management system, IGT Advantage X.

Adam Bullock: Staying open to new advancements is essential for Tribal operators to remain competitive and continue delivering exceptional player experiences. As the gaming industry evolves, innovations in player rewards, marketing strategies and operational efficiencies help drive long-term success. Adapting to new trends allows Tribal casinos to enhance guest engagement, attract diverse demographics and maximize revenue opportunities. Whether through improved loyalty programs, refined promotional strategies or enhanced customer service approaches, embracing change ensures sustainability and growth. By continuously evolving, Tribal operators can meet shifting market demands while preserving the unique gaming experience their communities value.

Steve Walther: Embracing new advancements keeps the gaming experience and content fresh. While many patrons enjoy the familiar, the newer, tech-savvy generation expects access to technology on the gaming floor. This includes real-time service responses, interactive experiences, improved communication with the venue and multiple touch-points across the facility. By staying current with emerging technologies, Tribal operators remain competitive and avoid losing entertainment revenue to other avenues.

Russell Witt: In many Tribal gaming jurisdictions like Washington State, California, Oklahoma and Arizona, Tribal gaming operators are battling for customers who have many choices in where they visit and how they spend their money. The data from online accounting, player loyalty and marketing systems utilized by the Gaming operators gives them the competitive advantage they need to keep their current customers happy, and focus on new player retention programs and offerings.

In what ways has iGaming and player retention begun to build a larger presence in Tribal properties and communities?

Steph Nel: Player retention has evolved through more sophisticated loyalty program-powered analytics that help properties understand and cater to individual player preferences. These analytics allow properties to maintain constant engagement with players through personalized offers, event notifications and exclusive rewards.

Brooke Fiumara: IGaming is rapidly gaining popularity and accessibility, and Tribes across the country are recognizing the value of incorporating it into their operations. By offering iGaming, Tribes can expand accessibility and create more opportunities for integration with their land-based operations, strengthening customer loyalty. Another significant advantage of iGaming is the additional revenue stream it provides, helping Tribes diversify their income sources and support the financial wellbeing of their communities. This revenue can be reinvested in essential social programs and services, further benefiting Tribal members.

Knute Knudson: When it comes to iGaming, each Tribe is faced with its own unique set of opportunities and challenges. Currently, and for the foreseeable future, land-based gaming is still the “bread and butter” for most Tribal casinos. That said, there are plenty of Tribes, such as the Mashantucket Pequot Nation and the Mohegan Tribe for example, that are running really sophisticated, dynamic iGaming programs and are greatly benefiting from this channel expansion. This is certainly a timely topic. The key strategic priority outlined by Tribal leaders during ICE and other industry conferences has been Tribal governments’ desire to remain in control of sports betting and iGaming as it evolves in their jurisdictions.

Adam Bullock: Player retention has become a greater focus for Tribal properties as competition in the gaming industry continues to grow. With evolving player expectations, operators are prioritizing long-term engagement strategies over one-time visits. Loyalty programs, personalized promotions and continuity-based incentives have become essential tools in maintaining a strong player base. At Imagine This, our continuity program helps Tribal casinos enhance retention by offering strategic gifting promotions backed by in-depth data analysis. By understanding player behavior and optimizing rewards, operators can foster stronger relationships, increase repeat visits, and create a more engaging and rewarding experience for their guests.

Steve Walther: Player retention has become more prominent at Tribal properties because retaining existing customers is more cost-effective than acquiring new ones. By using technology via systems to identify when customers may need attention or to provide experiences that surprise and delight, operators can strengthen loyalty while freeing up resources for new customer acquisition. With entertainment and technology now more portable, competition for customers is fiercer, making retention even more critical to long-term success.

Russell Witt: Player retention in highly competitive Tribal gaming markets is the key to building, maintaining and driving gaming revenue. These are typically local player markets, which makes it even harder for gaming operators to try and influence players who typically have a multitude of choices to drive to as they back out of their driveway. Technology and data provide the information for gaming operators to reach and hopefully keep those players coming back time and time again.

What type of opportunities could come to fruition as Tribes continue to embrace the growth of certain verticals within the industry, such as iGaming?

Steph Nel: Tribes can potentially adapt more quickly to emerging gaming trends and technologies. This flexibility could allow them to pioneer new gaming experiences or payment solutions ahead of commercial casino competitors.

Brooke Fiumara: Tribes have always been at the forefront of innovation – and I’m excited about the opportunities that will arise as they continue to embrace the growth of iGaming. One key opportunity will be the creation of a seamless experience for players across both land-based and online platforms. This integration will allow Tribes to gain deeper insights into player preferences and habits. The valuable data collected will drive further innovation, ultimately shaping the future of casinos and enhancing the overall player experience.

Knute Knudson: There are some clear benefits to adding iGaming to a gaming enterprise including expanding the addressable market, increasing revenue potential, growing player loyalty, elevating cross-channel marketing, etc. For Tribes, however, this opportunity can come with a large opportunity cost. Re-opening and re-negotiating long-established compacts with state governments is not something every Tribe wishes to endeavor. Additionally, changing regulation can lead to commercial entities operating on sovereign lands or in nearby geography, a scenario that is also not agreeable to many Tribes.

Adam Bullock: As Tribes continue to embrace the growth of the gaming industry, they open the door to new opportunities that enhance both economic development and player engagement. Expanded gaming offerings, diversified entertainment experiences and enhanced loyalty programs can drive increased revenue, and strengthen community investments. Strategic partnerships, advanced promotional strategies and data-driven insights, like those provided through Imagine This, allow Tribal operators to optimize player engagement and long-term profitability. Additionally, growth in the industry opens opportunities for job creation, infrastructure improvements and sustainable business models, ensuring long-term success for both Tribal enterprises and the communities they support.

Steve Walther: As Tribes embrace the growth of the gaming industry, opportunities arise to better understand and engage with customers. By leveraging technology, Tribes can offer more personalized service, connect with customers more frequently and expand into omnichannel entertainment, whether through systems, interactive platforms or in-venue experiences. The key is to get closer to the customer, offering multiple ways for them to access and enjoy the products Tribal operators have invested in.

Russell Witt: Tribes do an amazing job of keeping up with new trends in technology and the many threats from other forms of gaming that impede or threaten Tribes’ sovereign rights to game in their respective jurisdictions.It is a concerted effort to protect that Tribal sovereignty by Tribal leadership, gaming operations, legal, outside experts and lobbyists, along with the tireless work by regional Tribal gaming associations to share knowledge and resources.

Kirk Geller

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