GMA has been one of the premiere consulting firms to the casino industry since 2005. GMA’s clients include nearly all of the public gaming companies, over 70 Native American tribes, and some of the world’s largest investment banks in the Americas, Asia, Australia, and Europe.
GMA is known for its in-depth knowledge of gaming markets across the globe, its analysis, marketing and operational knowledge of casinos and casino resorts, and contacts throughout the gaming industry. There is no firm more qualified to assist with the planning of a gaming venture than GMA.
GMA has worked in nearly every market in the Americas, Asia, Australia, and Europe. GMA’s studies are used in bank financing, RFP submissions, and public forums. In evaluating a market, GMA first looks at the market’s past performance and compares that with public data from similar markets. Next, GMA conducts an analysis of existing and potential competition, providing an understanding of the competitive market. Then, GMA looks at the current and future demand for gaming within the subject region and forecasts future demand. Finally, GMA applies proven methods to forecast revenues and expenses for subject property.
Partners at GMA have extensive experience crafting gaming legislation. With in-depth knowledge of gaming laws in jurisdictions across the globe, GMA’s Legal Affairs Group is able to provide appropriate language for gaming legislation that is clear and unambiguous. GMA also understands the impact that gaming taxes can have on casinos and their ability to develop gaming and non-gaming amenities. Gaming taxes must be based on sound government policy and how it relates to its tourism strategy. GMA can help governments navigate this path to successful casino development. GMA can also help clients manage various legal, employment, and foreign exchange issues, applicable marketing restrictions, and how to handle such issues as debt collection. GMA provides these services across the Americas, Asia, and Europe. GMA has the expertise to address other issues that can arise in legislative debates including limits on casino size, entry levies, and levels of investment.
Economic Impact Studies
An Economic Impact Study (EIS) is an independent research report that quantifies the economic benefits that a proposed casino project will have on the surrounding region. This analysis quantifies the number of jobs that will be created, wages paid, taxes generated, and total output of a project. The analysis measures the direct, indirect and induced impacts of a gaming and hotel project. An EIS examines these impacts for two distinct phases: the construction phase, which is a onetime stimulus on the region’s economy; and the operational phase, which provides ongoing stimuli to the region’s economy on an annual basis. An EIS is essential to the successful development of a new casino as it addresses the concerns of all stakeholders within the community.
Internet & Social Gaming
Given the increased proclivity of the world’s population to enjoy entertainment on their mobile devices, and as visa restrictions and increased government oversight constrain customers’ ability to visit their favorite gaming destinations, the online, social, and proxy gaming industries have emerged as powerful and profitable sectors. GMA’s Digital Marketing Group has the knowledge and expertise to provide gaming operators with a variety of online gaming solutions. GMA can provide technological services that enhance customers’ gaming experiences, including proxy gaming, online, and live-dealer/online programs.
Marketing Plan Development
The task of developing a casino marketing plan requires time and experience. While a casino’s marketing and advertising executives possess the experience, they often are too busy implementing promotions and addressing the day to day needs of the organization to stop and write an annual marketing plan. GMA works with the property’s marketing team in developing the annual marketing plan, integrating their strategies and tactics into a cohesive plan.
The Marketing Review
Traditional audits of casino marketing departments, performed by accounting firms, tend to focus on internal controls, cash handling procedures and how marketing expenditures are accounted for. Audits often do not question why certain promotions are conducted, only how they are conducted. They also do not address how casino marketing allocates its expenditures across advertising, promotions, direct mail, comps and other programs. Most importantly, traditional audits do not examine a casino’s player reinvestment rate.
The GMA Marketing Review qualitatively examines the strengths of a casino’s marketing strategies, quantitatively looks at the performance of marketing expenditures against revenue, evaluates player reinvestment by tier segment, and examines the ways that strategies and tactics are implemented. The GMA Marketing Review provides an accurate evaluation of a casino’s marketing efforts and a roadmap to make marketing more effective.
Player Rewards Programs
A well-designed player rewards program is essential to any casino’s success. Like most hospitality enterprises, customers frequent those businesses that recognize their loyalty and give them reasons to return. GMA has developed reward programs for casinos and resorts across the globe. GMA designs programs that match the capabilities of the property, and incorporates both aspirational and attainable elements that meet the needs of the market and the needs of the business. GMA also determines the appropriate level of player reinvestment for each tier so that players are compensated appropriately for their loyalty.
The development and operation of a casino project is a complex process. GMA’s partners have extensive experience developing, opening, and operating casino properties, from modest sized casinos to multi-billion dollar integrated resorts. The process begins by carefully examining the five key attributes (Product, Position, Processes, Pricing, and People). GMA can assist the developer in financial forecasting, site selection, master-planning, facility programming, and project management, helping to mitigate development and startup risks. A carefully considered and well executed plan will aid the operators to meet and exceed market expectations and achieve forecasted results.
Operational Reviews & Due Diligence
Operational reviews and due diligence provide an unbiased, independent evaluation of the enterprise’s operations. By bringing in an independent third party, the client will benefit from a fresh perspective on the operation’s efficiency, marketing programs, and internal strengths and weaknesses.
- Review of historical financial performance
- Conduct site visits, meet with management, talk with employees and guests
- Shop the property and the competition
- Prepare a summary of findings
- Offer recommendations to improve property performance
GMA’s partners and associates have the knowledge and experience to effectively evaluate a property and provide the guidance necessary to improve customer service levels, enhance team member engagement, and improve financial performance.
Emergency Management Services
Every casino at one time or another is faced with a vacancy in its leadership team. The loss of a general manager or director requires that leadership carefully and thoughtfully conduct a search to identify the ideal candidate to lead the casino enterprise. This task takes time, yet the casino still needs leadership to guide the property on a day-to-day basis. GMA provides Emergency Management Services, where highly skilled and experienced management assumes the leadership role on an interim basis, thereby allowing leadership to conduct a thorough executive search without pressure to fill the position immediately. GMA’s interim general managers provide stability and continuity during the search process.
At any point in time, a hospitality enterprise or company can experience an incident or event that creates a communications crisis. GMA has the expertise to handle rapid response communications for organizations at their most critical times. GMA’s team members have dozens of years of experience in gaming, hospitality, tourism, and other sectors to address the organization’s most critical communications needs.