Steal market share without losing your shirt

The largest analytical firm focused exclusively on the casino industry. We combine deep data science with hands-on operational experience to unlock measurable EBITDA — not slide decks.

If you visit casinos regularly you probably belong to a loyalty program we helped design or received an offer based on our marketing analytics or stemming from our campaign library. Some clients include,

Far East Consortium

Great Canadian

Wynn Resorts

Jacobs Entertainment

Wynn Bet

McKinsey and Co

Crown Resorts

Okada Manila

Sightline Payments

Melco Resorts

Davidson-Kempner

Marker Trax

CBRE

Star Entertainment

Bally's

Catalyst Capital

Star Cruises

Stronach

B-Spot

Genting Berhad

Ruffin and Co

Las Vegas Sands

Far East Consortium Great Canadian Wynn Resorts Jacobs Entertainment Wynn Bet McKinsey and Co Crown Resorts Okada Manila Sightline Payments Melco Resorts Davidson-Kempner Marker Trax CBRE Star Entertainment Bally's Catalyst Capital Star Cruises Stronach B-Spot Genting Berhad Ruffin and Co Las Vegas Sands

What do we do?

Differential Labs Charts
Differential Labs Projects
Differential Labs Tracked Hours

Projects examples

Casinos + Generative AI

A colorful Japanese-inspired artwork featuring a central male figure with long, flowing hair, surrounded by swirling clouds, waves, a lightning bolt, celestial imagery, and traditional motifs, divided into vertical panels.

The 20–30% EBITDA upside to a casino from AI is real — but most properties just can't capture it. We have found that Gen AI is the unlock by adapting AI recommendations to the operation rather than vice versa. We are helping casinos around the globe integrate generative AI driven recommendations

Learn more about Casinos + Gen AI

  • Casino Marketing plan for a new multi-billion dollar casino

    Delivered the complete casino marketing platform—loyalty program, reinvestment model, and campaign strategy—for a flagship development in a newly opened gaming market.

    About casino marketing planning

  • Using AI and lifecycle marketing to grow share at a major U.S. casino

    AI identified high-value non-loyal players who were visiting other properties and enabled personalized offers that consolidated wallet share, increasing market share by one percentage point

    Learn about lifecycle marketing

  • Optimizing reinvestment ROI at a Manila property

    Advanced analytics identified inefficient promotional spend, enabling the operator to reduce reinvestment by three percentage points while maintaining player visitation frequency.

    Learn more about marketing ROI

  • Unique analytics & AI to recover 30% of revenues lost to fraud

    Proprietary analytics identified an advantage-play marketing scam at a major online operator; AI based system to safeguard operations led to an immediate recovery of ~30% of foregone revenues.

    See how we are addressing fraud
Examples of our impact, by the numbers
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We have worked with two-thirds of the largest gaming companies globally
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Our typical campaign delivers an 18%+ lift in incremental profit above baseline
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A typical marketing ROI engagement reduces reinvestment costs by 3 full points
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We uncovered hidden ad fraud that was silently eroding client win-rates by 31%

Our process

Rooted in analytics & involves four steps

Process Grid
1
Step 1

Data

We start with the lowest-level data, working with your team…

We start with the lowest-level data, working with your team to collect rating sessions, demographics, direct marketing invites, and promotions.
2
Step 2

Analysis & Modelling

The key step: unique, road-tested IP for benchmarking…

The key step: unique, road-tested IP for benchmarking and identifying opportunities across the casino floor.
3
Step 3

Recommendations

We identify high-level objectives and recommend strategies…

We identify high-level objectives, recommend strategies, and draw on our proprietary campaign library to deliver results.
4
Step 4

Deployment

Ideas are easy, slide decks are easier…

Ideas are easy, slide decks are easier. We support the property's team from configuring the machine learning server, adopting AI models through to campaign design and testing.
See stylized example

Our Leadership

  • A young man in a grey blazer smiling with crossed arms on a balcony overlooking a city street with tall buildings and clear blue sky.

    Mana Azizsoltani PhD

    Analytics Practice Leader

    Read Bio
  • A man with glasses and a beard standing with arms crossed on a balcony overlooking a river and city skyline on a clear, sunny day.

    Clayton Peister

    Analyst & Managing Director

    Read Bio
  • A young man in a black suit and glasses is smiling with arms crossed, standing outdoors in an urban setting with tall buildings and a clock tower in the background on a sunny day.

    Tyler Kim

    Head of Casino Data Science Lab

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  • A young man with dark hair smiling and wearing a light pink striped shirt with arms crossed, standing outdoors on a balcony or terrace overlooking a city street, with tall buildings and a clock tower in the background on a sunny day.

    Isma Gomez PhD

    Head of ML Ops

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