Through a myriad course of events, the details of which differ according to source, the state of Nevada legalised gambling, in 1931. It would take another fourteen years and the arrival of Benjamin ‘Bugsy’ Siegal in a small desert town, for the state’s legislature to make significant impact. Bugsy Siegal held The Flamingo’s grand opening, on the 26th of January 1946 and despite its success, died from gunshot wounds, just 24 months later. While Bugsy’s name will be forever synonymous with Las Vegas, that of Gary Loveman will, to those outside of the US gaming industry, remain obscure. Yet Gary Loveman is responsible for revolutionising the casino operating procedure and enabling the shot-callers on the Strip, to generate more profit in single a night than Bugsy managed, during his entire tenure.
Having been initially employed by Harrah’s Entertainment on a consultancy basis, in 1997, Loveman wrote to the Chief Executive, detailing how the company could expand its revenue. Gary also offered his services and was taken for another stint, as a consultant. One which culminated in Gary being appointed Harrah’s Chief Operating Officer. A position he maintained for five years and during which, he innovated the company’s ‘Total Rewards’ loyalty scheme. Via which, Harrah collected and analysed patterns in client spending. The data findings shocked the world’s gaming industry by revealing that the humble Slot-player, pumping in those quarters, generated far higher profits, than the industry’s fabled High Rollers.
2003 saw Loveman appointed as Harrah’s Chief Executive, replacing the man who had employed him, Phil Satra. Within a year, through the acquisition of Caesars Entertainment, Loveman turned Harrah’s into world’s largest Casino operator. Loveman oversaw various other purchases prior to, in 2008, taking the Harrah’s from a Public, to Private company.
The economic downturn of 2007/8 saw Loveman navigate dangerous waters by cutting cost and restructuring dept. His last mayor coup was in 2013 when he launched Caesars Online Gambling. In 2015, Loveman’s story paralleled that of Bugsy, his infamous predecessor. For, having changed the very concepts casinos operated on and dramatically improving his partners profit margins, he was now losing them money; Caesars was facing bankruptcy. Fortunately for Loveman times and Vegas had changed. Gary Loveman stepped down as CEO and has, at least to date, not been shot by anyone.
The Links below display the numerous ways Las Vegas deploys Data Analytics to enhance the customer experience and of course, increase profitability.
Big Data at MGM Casinos
Big Data deployed in catching cheating gamblers-
An interesting article on Gary Loveman-