Like college football and its ongoing realignment of conferences, or the film industry’s increasing dependence on streaming services, gaming operators are dealing with a volatile and evolving environment.
In the last year, sports betting, igaming and cashless payments have become industry buzzwords. And the effects of the COVID pandemic are still being felt by operators large and small.
A new company, C3 Gaming (Casinos Consultants Consortium), aims to help operators navigate gaming’s new challenges by way of a deep roster of expert consultants.
“It’s a really diverse industry,” says Andrew Klebanow, a co-founder of C3 Gaming, “and that’s why consultants have long existed in this industry. Even the largest brick-and-mortar casino firms with deep benches of analysts still rely on consultants with certain degrees of specialization for insights, research, and answers.”
With co-founders Lawrence Shen, the founder and principal of Advantage Partners Consulting, and Gerald Parisi, a gaming and hospitality industry expert, Klebanow has recruited almost two dozen consultants for the initial staff. Klebanow, the principal of Klebanow Consulting, sought experts in all areas of gaming, from sports betting to Asian slots.
“Not only are we distributed geographically, but we are distributed with a high degree of specialization in individual markets,” Klebanow says. “I’ve been consulting for 20 years and in this business for 40 years, and no one consulting firm can solve any casino client’s diverse needs. If you develop a large capable network, you can always assemble the right team.”
C3 Gaming’s roster includes experts on human resources, Tribal gaming, and marketing. Need advice on design, mobile apps, or markets in Europe or Oceania? C3 Gaming can help.
Because of Klebanow’s and his co-founders’ familiarity with their staff, they can assure clients they will receive in-depth and quality information.
“Everyone who is on the list today are people I’ve worked with in the past,” he says. “They are people whose work I know, and I trust. That’s the most important part – they’re already vetted. I’ve worked with them, we’ve put projects together, we’ve had conversations and strategy sessions for clients.”
Sometimes gaming operators will rely on gut feelings or traditional wisdom when developing strategies and policy. C3 Gaming’s consultants will provide solid, data-driven reports on gaming issues.
For example, casinos have long thought that banning smoking in casinos will result in a loss of revenue. Studies by one of C3 Gaming’s consultants, Mike Meczka, proves that in the long run smoking bans usually result in increased revenue when other benefits, such as better employee health and decreased cleaning costs, are factored in.
C3 Gaming also can assemble focus groups with customers that give operators a better picture of their operations.
“Focus groups are one if the core competencies I’ve done as a consultant for the last 20 years,” Klebanow says. “I go in with my team and through observation, analysis, interviews and inside meetings with customers, we get a good understanding of a property’s business, and see things they may not see.”
C3Gaming’s services are not limited to gaming operators. Whether it’s state gaming commissions or vendors, Klebanow says the company will “consult with anyone who would like to engage us.”
The new consulting group also will provide a free monthly report evaluating gaming markets created by its analysts to clients.
