Latest News
Keeping pace in a fast-moving industry
Jo Dennis, Chief Commercial Officer at Incline Gaming Marketing, on why service providers need to evolve their offerings in line with the ever-changing demands of the marketThe global online gambling industry is fast-moving, with revolution and evolution constantly driving things forward. The pace of change is reflected in the transitions operators and suppliers have gone through, not only since the inception of the industry, but just in the last few years.
This change can also be seen in the different service providers supporting operators and suppliers, and this includes marketing and creative agencies such as Incline Gaming Marketing.
Where once agencies would specialise in one or two areas, such as SEO or creative, in today’s highly competitive market, they have had to become full-service. And this is the approach we have taken at Incline Gaming Marketing.
We also ensured that we are more than just a service provider, and very much become an embedded partner in the business if that’s the level of support required.
Since being founded by industry veteran Peter Laverick back in 2020, we’ve added services organically and through acquisition (including the takeover of Random Colour Animal in 2024) to become a full-service digital marketing and creative partner focused exclusively on the regulated gambling industry.
We are not just a supplier of campaigns or assets; we run marketing operations end to end for our partners, functioning as part of their in-house team.
Our expertise covers everything from branding and web development to SEO, user acquisition and CRM, making us a one-stop shop for operators looking to launch brands or build even more equity in their current brand assets.
We break these services down into three connected disciplines that together form a complete managed marketing service. Let’s take a closer look at them.
User acquisition:
We plan, execute and optimise campaigns across Meta, Google, TikTok, Snapchat, Apple and programmatic networks, managing multi-million-dollar budgets. In fact, we’ve handled more than $75m in ad spend over the years.
As an approved Facebook Business Partner, we’ve been rated the most effective media buyer in North America’s online gaming sector, achieving a 99.9% efficiency score.
Our approach combines data-driven precision with creative excellence to acquire high-value players who fuel the entire customer ecosystem. It includes data-driven targeting, omni-channel execution, AI-enhanced optimisation, creative integration and real-time reporting.
Why does this approach work so well? Because more than 90% of sports betting handle in states like New Jersey, Pennsylvania and Michigan comes from online and mobile channels, and this makes mobile-first UA execution absolutely essential.
This trend isn’t unique to North America. Regulated markets continue to grow at pace: in Q1 2025, Great Britain’s online GGY rose 7% year-over-year to £1.45bn, led by slots revenue of £689m and record player activity. In 2024 overall, the UK’s online market delivered £6.5bn in GGY, up 2.8% year-over-year, despite tighter controls.
As markets expand, the opportunity grows too, and in our experience, personalised advertising can deliver a 5–8x ROI on spend and lift sales by more than 10%. It also allows operators to test and optimise creatives weekly, allowing them to achieve up to 50% higher CTRs compared to static creative sets.
Customer relationship marketing:
Our CRM specialists handle the full player lifecycle from onboarding and first-time deposit conversion to long-term retention and reactivation. We combine data-led segmentation with targeted offers and creative to grow lifetime value while controlling bonus spend.
Our approach includes lifecycle engagement, with carefully crafted personalised journeys that increase retention, reduce churn and maximise LTV, segmentation and targeting, multi-channel communication, real-time triggers and performance analysis.
This is a powerful combination and approach driven by real-time CRM interactions that can outperform scheduled campaigns by up to 50% in terms of immediate revenue uplift.
What’s more, players acquired via referral programs can have a 25% higher retention and LTV compared to organic or paid channels. Finally, personalised retention campaigns can reduce churn by up to 15% and boost repeat purchase frequency by up to 20%.
Creative:
Incline Gaming Marketing is a creative machine, producing more than 1,000 assets per month from brand identities and websites to broadcast-quality TV sports, slot game creatives, supplier content packs and conference materials.
We combine seasoned industry expertise with AI-powered tools and processes to execute at scale, delivering hyper-personalised, dynamically optimised campaigns that drive measurable results. Our weekly “best performer” analysis ensures fresh, data-based creative iterations that keep campaigns competitive in any and every market.
Our approach also takes in performance-driven design, data-led insights, AI-enhanced production, access to a creative library with more than 5,000 casino ad creatives tested for performance marketing, plus multi-format capability.
This approach is proven to work because personalised creative delivers up to 5x higher conversion rates compared to static, non-targeted creatives, while A/B testing assets can improve CTR by up to 50% and significantly extend campaign longevity.
We also know that creative refreshes can reduce cost-per-acquisition by up to 30% in performance-driven campaigns.
These have been our core service offerings for some time now, but given the ever-changing landscape, we have recently expanded into SEO and affiliate program management so that we can continue to support our partners in all aspects of their digital marketing and creative work.
When our partners win, we win – a saying that applies to the global online gambling industry. And that’s why at Incline, we never stand still and are always moving with the fast-slow of the sector, specifically when it comes to how our partners acquire and retain high-value customers at scale.
The post Keeping pace in a fast-moving industry appeared first on European Gaming Industry News.
casino operations
Ignition Casino: One-night Las Vegas Strip spend hits $668, up 109% since 2014
Resort fees are up 194% and Nevada’s live poker table count is down 38% since 2011, based on UNLV and Gaming Commission data cited in the report.
The cost of a one-night visit to the Las Vegas Strip has more than doubled since 2014, according to a new “Las Vegas Inflation Index” published by Ignition Casino. The report estimates a typical one-night “basket” of expenses at $667.85 in 2026 versus $319.09 in 2014, a 109.3% increase.
Ignition Casino’s basket includes the Strip average for a blackjack minimum bet, weekend one-night hotel stay, resort fee, domestic beer, bottle of water, dinner (entrée and drink), a show ticket and valet parking. In the company’s breakdown, resort fees show the steepest jump, rising from $19.43 to $48.49 (+194.5%). Other increases cited include blackjack minimum bets from $50.00 to $112.17 (+124.3%), show tickets from $82.86 to $175.91 (+112.3%), water from $3.00 to $7.00 (+133.3%), and valet parking moving from free to $40.
For poker, the report argues higher trip costs are landing alongside a smaller live product. Citing UNLV’s Center for Gaming Research and Nevada Gaming Commission Quarterly Reports, it says Nevada’s live poker table count fell from 957 in 2011 to 595 by end-2025, a 38% decline. On the Strip, the report puts active poker rooms at eight today—Aria, Bellagio, Caesars Palace, Horseshoe, Mandalay Bay, MGM Grand, The Venetian and Wynn—down from approximately 17 in the late 2000s.
The company also points to higher rake caps compared with 2014. It states Aria’s rake is “10% of the pot up to a maximum cap of $7 per hand,” Bellagio’s cap is $6, and the remaining Strip rooms are at $5, versus a 2014 Strip average cap of $4. Using an assumed 30 raked hands per hour, the report estimates that a $2 higher cap at cap-reaching tables equates to “an extra $60 per hour” going to the house, or $300 over a five-hour session.
At blackjack, Ignition Casino ties higher table minimums to shorter expected playtime for fixed budgets. It estimates a $500 bankroll would last about 2 hours and 22 minutes at the 2014 average minimum bet, versus about 28 minutes at the 2026 average minimum, using an approach it attributes to “casino risk analysts and quantitative mathematicians” and assuming 70 hands per hour and a blackjack standard deviation of 1.15.
The post Ignition Casino: One-night Las Vegas Strip spend hits $668, up 109% since 2014 appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
eSports
G2 partners with PUBG MOBILE Esports to scale Western Europe competition
Deal starts with the 2026 PMCO Western Europe Wildcard and adds a JanickaGaming ambassador program.
G2 and PUBG MOBILE Esports have announced a partnership aimed at growing the PUBG MOBILE esports ecosystem in Western Europe, the companies said on June 15, 2026 in Berlin.
The partnership begins with the 2026 PUBG MOBILE Club Open (PMCO) Western Europe Wildcard, with registration open now. G2’s in-house media and production unit, 62, will support tournament operations and community activations, spanning creator campaigns, media buying, and event management.
The first major activation under the agreement will be the 2026 PUBG MOBILE Global Open (PMGO) Western Europe Finals, scheduled for 11–13 September, with registration opening today, according to the announcement.
The companies are also launching an ambassador program for the region, naming German PUBG MOBILE content creator JanickaGaming as the Western Europe ambassador. PUBG MOBILE said she will stream PUBG MOBILE weekly and cover esports topics and tournaments alongside her existing social content.
“PUBG MOBILE has built something really special over the years. It’s one of the biggest games in the world and one of the most impressive esports ecosystems,” said Alban Dechelotte, CEO of G2.
Shaowei Chen, Head of Western Europe Publishing at PUBG MOBILE, added: “Western Europe represents one of the most promising growth frontiers for PUBG MOBILE esports, and G2 stands as a great strategic partner to drive this expansion.”
The post G2 partners with PUBG MOBILE Esports to scale Western Europe competition appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Gambling in the USA
Las Vegas Inflation Index: Cost of visiting Sin City for one night has more than doubled in the last 12 years
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- An average spend for one night on the Las Vegas Strip now reaches nearly $670, compared to $319 in 2014.
- Resort fees have seen a 194% rise in that period – the steepest increase of all.
- Nevada’s live poker table count has fallen by 38% since 2011 – from 957 tables to 595 – while the number of active Strip poker rooms has halved.
- Strip poker rooms are taking an average of $300 more per five-hour session compared to 2014.
- With a $500 blackjack budget, you will bust nearly two hours quicker on average in 2026 compared to 2014.
The average cost for a one-night stay in Las Vegas has risen by almost 109% in the last 12 years, as revealed by research from Ignition Casino.
Based on the average cost of a basket of a typical visitor’s stay – hotel, food, drinks, entertainment and parking – guests are spending nearly $350 more per night in 2026 than they were in 2014.
That basket includes the average minimum blackjack bet, a one-night hotel stay, resort fee, a domestic beer, bottle of water, dinner (entrée and drink), a show ticket and valet parking. All recorded prices are Strip averages in 2014 and 2026.
The steepest single increase is resort fees: the add-ons charged on top of base room rates averaged $19.43 on the Strip in 2014 and have risen to $48.49 today – a 194.5% jump. Almost every other line item has at least doubled, with blackjack minimum bets up 124%, water up 133%, show tickets up 112% and valet parking going from free to $40.
Feature (On Strip)
2014
2026
% Increase
Blackjack minimum bet $50.00
$112.17
+124.3%
Average resort fee/night $19.43
$48.49
+194.5%
Weekend one-night hotel stay $125.80
$207.28
+64.8%
Domestic beer $6.00
$10.00
+66.7%
Bottle of water $3.00
$7.00
+133.3%
Dinner (entrée + drink) $32.00
$67.00
+109.4%
Show ticket $82.86
$175.91
+112.3%
Valet parking $0.00
$40.00
N/A
TOTAL $319.09
$667.85
+109.3%
But rising prices are only half the story. For poker players specifically, the cost of a Las Vegas trip has increased at the same time as the product itself has quietly contracted – fewer rooms, fewer tables, and higher costs per hand once you sit down.
Fewer tables, higher rake: Las Vegas poker’s shrinkflation squeeze
Las Vegas remains the live poker capital of the world – but the infrastructure supporting that reputation has been quietly hollowed out, and the players who remain are paying significantly more for a shrinking product.
According to data compiled by UNLV’s Center for Gaming Research from Nevada Gaming Commission Quarterly Reports, the state’s live poker table count stood at 957 tables in 2011. By end-2025, that figure had fallen to 595 – a reduction of 38% over 14 years, with no return to pre-2016 levels in sight.
The decline is structural and predates COVID. From 957 tables in 2011, Nevada’s count fell steadily to 587 by 2018 as casinos converted poker floor space to higher-margin baccarat. The pandemic accelerated the attrition – tables collapsed to just 413 in 2020 – and the recovery has been incomplete. Today’s total of 595 remains roughly 38% below its 2011 level.
On the Strip specifically, the picture is even starker. From approximately 17 active poker rooms in the late 2000s, just eight remain today: Aria, Bellagio, Caesars Palace, Horseshoe, Mandalay Bay, MGM Grand, The Venetian and Wynn. For Texas Hold’em and Omaha players, this consolidation means less table availability and less competition between rooms – and with fewer operators competing for players, there has been little pressure to keep rake in check.
Metric
2011
2025/26
Change
Nevada poker tables (statewide) 957
595
–38%
Active Strip poker rooms ~17
8
–53%
Average rake cap per hand $4
$5–$7
↑ significantly
Are Las Vegas poker rooms still good value amid rising costs?
The rake compounds the shrinkflation picture. Of the eight active Strip rooms, Aria charges a rake of 10% of the pot up to a maximum cap of $7 per hand, Bellagio’s cap is $6, and the remaining rooms sit at $5. In 2014, the Strip average was 10% up to a $4 cap.
Considering a fast dealer pushes out 30 raked hands per hour, an extra $2 in rake per hand – at rooms where the cap is reached – means an extra $60 per hour going to the house. Over a five-hour session, that is $300 less in players’ stacks compared to 2014.
Factor in the broader 109.3% price hike across the average Las Vegas stay and there is a serious debate to be had over value for money. Players are paying more to stay, more to eat, more to park – and then paying more rake across fewer available tables once they sit down.
The same squeeze is visible at the blackjack tables, where minimum bet increases have made a given budget go significantly less far than it did 12 years ago – offering a precise illustration of what the broader cost increases mean in practice.
You will bust two hours earlier in Las Vegas today compared to 2014 with a $500 blackjack budget
The blackjack minimum bet increase tells a sharp story about what rising costs mean in practice. Based on the average Strip minimum in 2014, a $500 budget would last approximately two hours and 22 minutes before a player would be expected to bust against the house. Taking into account the 124% increase in average minimum bet since then, that same $500 would now be expected to last just 28 minutes.
This is calculated using a methodology applied by casino risk analysts and quantitative mathematicians, factoring in betting units, the standard deviation of blackjack (1.15, accounting for doubling down, splitting and natural blackjack payouts), and an average table speed of 70 hands per hour. Full methodology is set out in the appendix below.
Las Vegas blackjack average time to bust (hr:min)
Budget
2014 (hr:min)
2026 (hr:min)
$100
0:06
N/A
$200
0:23
0:04
$300
0:51
0:10
$500
2:22
0:28
$1,000
9:29
1:53
Shrinkflation is usually associated with a chocolate bar that got smaller without the price changing. In Las Vegas, the same principle has played out across an entire recreational economy — only here, the price went up too. Fewer poker rooms, higher rake, steeper minimum bets and a resort bill that has more than doubled: the product has contracted while the cost of accessing it has soared.
Appendix: Blackjack time-to-bust methodology
The following explains how estimated survival times for a given blackjack budget are calculated, using the $500 at a $50 table example (median survival: 2 hours 22 minutes in 2014).
Step 1: Normalisation. Currency is standardised into Betting Units. $500 / $50 minimum bet = 10 units.
Step 2: Volatility Index. Standard deviation is defined. A simple coin-flip game has a standard deviation of 1.0; blackjack, with doubling down, splitting and 3:2 naturals, carries an accepted standard deviation of 1.15.
Step 3: Absorbing Barrier Formula. Median hands to bust is calculated as: n ≈ 1.66 × (betting units)².
Step 4: Executing the calculation. For 10 units: 10² = 100 × 1.66 = 166 hands to bust.
Step 5: Translating to casino time. 166 hands / 70 hands per hour = 2.37 hours = 2 hours and 22 minutes. The same formula applied to a $112.17 minimum bet ($500 / $112.17 = ~4.46 units; 4.46² × 1.66 = ~33 hands; 33 / 70 = 0.47 hours = approximately 28 minutes.
The post Las Vegas Inflation Index: Cost of visiting Sin City for one night has more than doubled in the last 12 years appeared first on Americas iGaming & Sports Betting News.
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