Gambling in the USA
Comprehensive COVID-19 Secret Shopper Study Reveals Las Vegas Hospitality and Gaming Brand/Cleanliness Perceptions

Experience Strategy Associates, a boutique consulting group focused on assisting organizations with customer experience and branding strategy, in partnership with HS Brands Global, a global leader in deploying field resources to verify and assess expectations of some of the world’s favorite brands, announced results from a comprehensive secret shopper study focused on perceptions of how brands are managing operations through a  COVID-19 lens.
Secret shoppers were sent out to evaluate 600 customer touch-points across the LV Strip, LV Locals and Downtown LV gaming properties on re-opening weekend and again two weeks later to learn how well brands were maintaining consistent safety standards and where there may be opportunity to continue to focus for optimal brand perception.
According to the study, the LV Strip properties and Downtown properties scored the highest consistently among all three key segments.
“This is a very positive story,” said Greg Chase, Founder and Chief Thought Provoker of Experience Strategy Associates. “This data was very specific to key elements that would ultimately make a customer feel safe or not, such as if sanitizer machines were functional and if they observed employees cleaning public areas, which we know has a lot of consumer focus in the present time.”
Secret shops were conducted across three key segments, Downtown LV properties, LV Locals Casinos and LV Strip Properties on both re-opening weekend and again two weeks post re-opening, totaling over 560 customer touchpoints.
- Top 5 Areas for Opportunity Across All Segments to Improve Customer Perception Amid COVID-19
- Allowing customers to see some element of sanitation practice on table games
- Ensuring Staff are proactively offering masks to customers who are not wearing them or do not have on their person
- Supporting staff in enforcing social distancing standards in F&B venue lines
- Allowing customers to see staff cleaning and sanitizing F&B tables and chairs
- Ensuring sanitizer dispensers are properly functional
“As a member of the Las Vegas community, HS Brands is proud to provide our partners with tools necessary to measure their COVID protocols to better protect their employees and guests.” Michael Mills Vice President of Sales at HS Brands
To learn more about this study, please view the attached infographics or visit https://hsbrands.com
About HS Brands Global
Founded in 1992, HS Brands is the leader in deploying the global field resources necessary to assess and verify customer experiences, brand image, compliance standards, and operational integrity. Based in Las Vegas with 13 global offices, HS Brands is the largest mystery shopping provider to casinos in the world.
About Experience Strategy Associates (ESA)Â
Founded in May 2019, Experience Strategy Associates is a Las Vegas-based boutique consulting group focused on assisting organizations with customer experience and branding strategy. Composed of Las Vegas industry experts, ESA brings rich insights to the forefront to help clients understand their customers with data-driven studies, develop customer experience strategies and foster strong employee and customer engagement.
SOURCE Experience Strategy Associates
Gambling in the USA
Caesars Entertainment Bolsters Online Casino Live Dealer Offering with the Launch of Branded Live Dealer Studio in Michigan

Caesars Entertainment Inc. announced the launch of its third branded online casino live dealer studio, available now to players on Caesars Palace Online Casino, Horseshoe Online Casino and Caesars Sportsbook & Casino in Michigan. Developed in partnership with Evolution, the new studio reinforces Caesars’ commitment to delivering world-class, immersive experiences across its online platforms, inspired by the iconic atmosphere of its Caesars Rewards destinations.
The debut of the new studio marks Caesars’ third branded live dealer studio that has opened in 2025 and draws inspiration from table game play at the Las Vegas Strip’s most iconic casino, Caesars Palace. Its opening follows the successful launch of Caesars’ first branded studio with Evolution in Pennsylvania in January. In April, the Company also debuted its first studio inside a Caesars Rewards destination at Tropicana Atlantic City in New Jersey.
“Our third live dealer studio expands our fully customized live dealer experience that is already extremely popular in Pennsylvania and New Jersey into another key jurisdiction where our online casino platforms are live. The studio design takes inspiration from our flagship destination, Caesars Palace, to authentically recreate the atmosphere of Las Vegas for online players. We look forward to our Michigan players enjoying the new experience,” said Matthew Sunderland, Senior Vice President and Chief iGaming Officer at Caesars Digital.
The new live dealer studio in The Great Lakes State is composed of five blackjack tables, including a VIP-exclusive blackjack table, one roulette table, and one baccarat table. The tables are adorned with custom-branded felts featuring iconic Caesars destinations and each marquee online casino platform, including Caesars Palace Online Casino, Caesars Sportsbook & Casino, Horseshoe Online Casino, and, for the first time, Tropicana Online Casino.
Select tables also feature custom felts co-branded through partnerships with professional sports teams. Like Caesars Rewards destinations across North America, the studio caters to VIP players with an exclusive high-limit blackjack table offering an authentic 1-to-1 live experience that could previously only be found in a physical casino.
“As the global leader in online live casino with nearly two decades of experience, Evolution is proud to partner once again with Caesars to launch this bespoke live dealer studio in Michigan. The studio brings the unmistakable character of Caesars’ iconic destinations to the online space, offering players in the state a polished, immersive entertainment experience that mirrors the energy and elegance of the casino floor. It’s another bold step forward in our shared commitment to innovation and quality at scale in the online live casino market,” said Marcus Huber, Chief Commercial Officer of Evolution North America.
Caesars Palace Online Casino, Horseshoe Online Casino and Caesars Sportsbook & Casino are available on iOS, Android, and desktop for those 21 and older in New Jersey, Pennsylvania, Michigan, Ontario, and West Virginia. Each platform offers a dynamic online casino experience with a range of unique Caesars-branded games alongside hundreds of classic land-based casino favorites and core casino game mechanics, including high limit slots, private live dealer tables, linked progressive jackpots, variations of poker and roulette, and more.
Gambling in the USA
Snoqualmie Casino & Hotel Unveils Expanded Non-Smoking Gaming Floor

Snoqualmie Casino & Hotel has officially opened its newly expanded non-smoking gaming floor, marking a significant milestone in the property’s continued commitment to exceptional guest experiences.
Located adjacent to the hotel lobby, the new, larger non-smoking slot floor will feature nearly 400 of today’s most popular slot machines in a fresh, modern environment designed exclusively for non-smoking guests. This addition enhances the casino’s dedication to providing smoke-free gaming options in a luxury setting. For convenience and ease of access, non-smoking guests can also take advantage of the smoke-free entrance via the hotel’s valet parking.
This new space complements Snoqualmie Casino & Hotel’s existing fully enclosed, non-smoking slot area near Falls Buffet and Snoqualmie Café & Deli, offering guests even more choice and accessibility when it comes to their preferred gaming environment.
In addition to these gaming enhancements, all restaurants on property are 100% non-smoking, making Snoqualmie Casino & Hotel a premier destination for guests seeking an elevated, smoke-free entertainment and dining experience.
“We’re thrilled to offer our guests even more smoke-free options. The expansion of our non-smoking gaming floor reflects our ongoing efforts to listen to our guests and create an atmosphere that’s both exciting and comfortable for everyone,” said Mary Lou Patterson, CEO of Snoqualmie Casino & Hotel.
Gambling in the USA
Abbiati Casino Equipment and Hawkins Holdings Form Strategic Alliance to Expand Presence Across the Americas

Abbiati Casino Equipment, a globally recognised leader in premium casino equipment and technologies, announced a strategic partnership with Hawkins Holdings to strengthen its presence across North and South America. As part of this initiative, seasoned gaming executive Roger Hawkins has been appointed Brand Ambassador and Strategic Consultant for the Americas.
With more than 20 years of executive leadership in the global casino and gaming industry, Hawkins will spearhead the company’s efforts to expand its footprint throughout the Western Hemisphere. His role will include market development, strategic partnerships, regulatory positioning, and the promotion of Abbiati’s legacy of Italian innovation, craftsmanship, and integrity.
“This partnership is about more than market entry – it’s about building deeper awareness, driving product adoption, and reinforcing Abbiati’s commitment to quality across every pit and poker room in the hemisphere,” said Hawkins.
Giorgio Abbiati, CEO of Abbiati Casino Equipment, said: “We have proudly served clients in the Americas for many years, but the time is right to deepen our focus. Roger’s knowledge of our products and his insight into the market make him the ideal partner to lead this next phase.”
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