Victoria Parrott

A recent Caesars announcement caught my attention. Not because either involves a new slot machine or table game, but because of what they tell us about where the casino industry is heading. Caesars is partnering with outside companies to bring new immersive entertainment experiences to Las Vegas, including Arcade Orchestra at Planet Hollywood. To me, the bigger story is the partnership strategy behind them. Casinos today aren't competing only for gaming spend. They're competing for something...

One of the things I've learned after 36 years in gaming is that innovation doesn't always come from inventing something entirely new. Sometimes it comes from connecting things that already exist in a completely new way. Sports betting has demonstrated this beautifully. Look at the partnerships that have developed between sports betting and media. DraftKings and ESPN are bringing together sports media, content, audiences and wagering. FanDuel took another approach through its partnership with...

A database can tell you who to call. A CRM can tell you who you’ve contacted. A lead list can tell you who might be interested. But none of them can tell you who trusts you. In gaming, relationships are the real infrastructure. The difference between a contact and a connection is earned credibility, shared interests, mutual value, and knowing when the right opportunity brings the right people together. That’s where Profound operates. We don’t believe the future of gaming is built by...