News

When Your Bank Account Meets a Slot Machine: Tune In

A Las Vegas‑based company has taken a bold leap—it’s now possible to connect your bank account directly to a slot machine via QR code. Is this the future of casino convenience… or the next big risk?

On the latest episode of City Cast Las Vegas titled “Your Bank Account Connected to a Slot Machine – What Could Go Wrong?”, host Dayvid Figler welcomes gaming‑industry veteran and UNLV International Gaming Institute faculty member Alan Feldman, alongside Josh Swissman, Founding Partner of GMA Consulting, to unpack the pros — and cons — of making gambling easier than ever. 

Why it matters for the gaming world

• A direct bank‑to‑machine connection could accelerate spend, raise regulatory and responsible‑gambling questions, and reshape how operators think about deposits and engagement.

• With his decades in the industry, Josh Swissman brings perspective to what this means for operators, regulators and players.

• Alan Feldman helps ground the conversation in responsible gaming considerations, noting that “cashless gaming isn’t a bad thing… but how it’s implemented matters.” * *

What you’ll learn

• How QR‑code slot‑bank integrations work from a technical and operational viewpoint.

• What the risks are — for problem gaming, regulatory oversight, player behaviour and brand reputation.

• Where the potential upside lies — for user experience, convenience, transaction tracking and innovation.

• Why the industry is watching this closely.

Whether you’re in gaming operations, hospitality, regulation or simply fascinated by where the slot‑machine business is headed, this episode is worth a listen.

👉 Listen to the episode

Tourism in Vegas: Pause or Problem?

Recent data for September 2025 paints a sobering picture for Las Vegas: visitation slid by about 8.8% year‑over‑year, and gaming revenues on the Strip dropped roughly 5.5% to around $687.8 million for the month. 

While the numbers raise eyebrows, GMA Consulting believes this moment is more a signal than a crisis.

Key Figures to Know

• Visitor volume ~3.1 million in September, about 300,000 fewer than the same month in 2024. 

• Hotel occupancy dropped ~5.2 percentage points to 78.7%. 

• Average daily room rate declined ~2.9% to ~$190.56. 

• Convention attendance plunged ~18.7%, influenced by the absence/rescheduling of major shows. 

What GMA Consulting Thinks

According to Josh Swissman, managing director at GMA Consulting:

“If [poor performance] is due more systemically to decreased planing and deplaning numbers or vehicles crossing the California border … and it’s like that for, say, 89 out of the 90 days in the quarter, well shoot, that’s indicative of a bigger problem and something that would perhaps be a little more concerning.” 

Swissman adds that tough year‑on‑year comparisons (particularly following record performance in recent years) are part of the story. 

In other words, the firm sees the slump as more of a pause for recalibration than a market collapse:

“I said we were going to see that growth taper off … That’s where we are right now.” 

Why This Isn’t Necessarily Panic Time

• Tournament & event comparisons: The run‑up to 2025 included some massive events (e.g., F1, Super Bowl) that set high benchmarks.

• Mid‑week weakness vs weekend strength: Many of the declines track slower mid‑week travel, while weekend performance remains comparatively strong. 

• Strong fundamentals: Despite visitor decline, the broader market remains diversified (domestic/regional feeder markets, events, gaming product innovation).

What Operators & Stakeholders Should Do

Based on GMA’s consulting perspective, here are strategic take‑aways:

• Monitor travel‑feeder metrics (air vs ground traffic, California border crossings, international arrivals) to assess whether the slump is structural.

• Reassess product mix and event calendar, focusing on mid‑week offerings, conferences, and regional markets to offset weakened leisure tourism.

• Invest in value perception: Las Vegas may need to reinforce its value proposition (e.g., pricing, packages, destination positioning) to appeal to cost‑sensitive travelers.

• Prepare contingencies, anticipating that if the downturn becomes systemic (vs short‑term), operational pivots will be required.

Final Thoughts

The September data is a warning light—but not a red light. As GMA Consulting frames it, Las Vegas is in a phase of normalization, not collapse. The next few months will be telling: if visitation and occupancy rebound (especially with major events on the calendar), this will likely be a historic plateau rather than a downward spiral. If declines persist across multiple quarters, it signals deeper shifts in travel behavior and destination competitiveness.

For organisations in gaming, hospitality, and resort operations, now is the time to lean into scenario‑planning, value reinforcement and feeder‑market diversification. At GMA, we’re ready to support our clients in navigating this phase with resilience.

NBA Scandal Shakes Gaming

What the NBA–Mafia Gambling Case Means for the Gaming Industry — A GMA Consulting Perspective

A new wave of concern is sweeping through the gaming and regulatory ecosystem following the recent indictment involving more than 30 individuals tied to gambler / mob‑linked schemes connected to the NBA and underground poker games.  While on the surface it may seem distant from the licensed casino and sportsbook industry, the ripple effects are very real — and potentially profound.

Key Takeaways from the Scandal

The charges allege that organized crime figures exploited celebrity‑linked high‑roller poker games and insider information in sports betting to manipulate outcomes and siphon money from unsuspecting participants.  Notably, one industry veteran remarked:

“Sports betting is now pretty ubiquitous across most of the U.S., and there are some sportsbooks that don’t operate here in Nevada that take a lot more of the individual performance proposition bets than we see here.” — GMA Consulting founding partner Josh Swissman 

Swissman added:

“I wouldn’t be surprised to see regulators take a closer look at how to better monitor individual performance bets to prevent cheating.” 

These remarks highlight how the scandal is reframing conversations around regulatory oversight, betting product design, and operator responsibility.

What This Means for Licensed Operators & Regulators

From the standpoint of GMA Consulting, the implications are three‑fold:

1. Heightened Regulatory Scrutiny

   Even jurisdictions and operators that are compliant may face increased attention. Swissman’s comments point to the likelihood of regulators zeroing in on “prop bets” and individual player performance markets — areas that historically have been more loosely regulated.

   The article notes that Nevada law already considers it fraud for a player, coach or official to “use less than his or her best efforts” to influence the outcome of a sports event. 

   The takeaway: operators must ensure internal controls, compliance monitoring and transparency extend to these higher‑risk products.

2. Product Risk & Designing for Integrity

   As sports wagering expands, more sophisticated markets (player props, live/in‑play, etc.) present more vectors for manipulation or irregular activity.

   GMA Consulting advises operators to revisit product design and risk‑assessment frameworks. Activity that once seemed benign (e.g., heavy bets on player performance) may now attract attention — and demand more sophisticated detection tools.

3. Reinforcing Consumer and Industry Trust

   Even if no licensed operator was implicated, the scandal erodes public confidence in sports betting as a clean, transparent marketplace. As Josh Swissman put it: “Sports betting is now pretty ubiquitous …” which means the stakes are higher for operators in terms of reputational risk. Ensuring visible, credible integrity and safeguarding mechanisms is no longer optional — it is strategic.

How GMA Consulting Can Help

At GMA Consulting, our decades of experience in casino, sports wagering and hospitality markets enable us to support clients in three core ways:

• Conducting integrity‑risk audits of sports betting portfolios, with a focus on prop markets and wagering patterns.

• Review of operator product design and internal controls (for both brick‑and‑mortar and online) to prevent vulnerabilities.

• Facilitating regulator/operator liaison to ensure evolving regulatory expectations are clearly understood and operationalized.

Final Thoughts

This moment is a wake‑up call for the gaming industry. The fact that an NBA‑linked scandal touched organized crime and was uncovered in part via betting irregularities is a reminder that the boundaries between regulated markets and illegal ones can blur fast. The proactive operators will not wait for regulation to catch up — they’ll implement forward‑looking integrity frameworks now.

For more depth on this story, see the original piece in the Las Vegas Review‑Journal. 

If you’d like to explore how this evolving landscape affects your jurisdiction or business, GMA Consulting stands ready to assist.

GMA’s View on Macau’s Casino Future

Turning Geopolitical Tension into Strategic Opportunity: GMA’s View on Macau’s Casino Future

As geopolitical tensions between the U.S. and China continue to evolve, the spotlight is once again on Macau—and the American casino operators who dominate its gaming landscape. In a recent article by iGaming Business, GMA Consulting’s founding partners offered insight into what U.S. operators bring to the table—and why that matters now more than ever.

“American casino owners have demonstrated that they know how to turn a gaming-centric market into a non-gaming success story with the gradual evolution of Las Vegas into a multi-faceted tourism destination,” write Steve Gallaway, Josh Swissman, and Kit Szybala, co-founders of GMA Consulting.

“It’s about more than just building the non-gaming—you must make money on the non-gaming in order for them to be sustainable into the future. Americans bring that know-how.”

As Chinese leadership continues to push for economic diversification in Macau, GMA sees this not just as a challenge, but as an opportunity for smart, experience-driven expansion. U.S.-based operators are uniquely positioned to deliver on these expectations, drawing from decades of transformation experience in markets like Las Vegas.

At GMA, we believe sustainable growth in Macau won’t come from simply adding entertainment or retail—it will come from strategically integrating non-gaming elements that generate meaningful, long-term revenue. That’s where American operational expertise can—and should—shine.

As the dynamics in Macau shift, we continue to guide clients in understanding, adapting to, and thriving within these evolving conditions.

For a more in-depth analysis of this topic, consider reading the original article on iGaming Business: US-China Trade Tensions Writing New Chapter for Macau Casinos.

GMA Assists with Building Cherry Rewards

Virgin Hotels Las Vegas Launches Cherry Rewards Loyalty Program in Partnership with GMA Consulting

Virgin Hotels Las Vegas has officially launched Cherry Rewards, a modernized resort loyalty program developed in partnership with GMA Consulting, as part of its broader initiative to take full control of casino operations and elevate the guest experience across the entire resort.

When the property’s leadership team assumed ownership of its casino operations, GMA Consulting was engaged to lead a complete redesign of the property’s loyalty offering—from program strategy and design to execution and technology integration.

Cherry Rewards is built on three core principles:

• Showcase the full resort experience, highlighting the property’s best-in-class amenities
• Deliver compelling rewards and benefits across all tiers of customer engagement
• Lead with clarity and transparency, ensuring members fully understand the program’s value proposition

To execute this vision, GMA Consulting conducted a detailed competitive review, designed a bespoke loyalty framework, created a high-impact promotional calendar, and collaborated closely with Virgin Hotels Las Vegas leadership and technology partners to ensure a seamless rollout.

“Cherry Rewards is a natural extension of our commitment to reimagining hospitality. In partnership with GMA Consulting, we’ve designed a loyalty program that celebrates our guests, brings clarity to rewards, and elevates every touchpoint across the resort experience—from the casino floor to fine dining.” Cliff Atkinson, President of Virgin Hotels Las Vegas.

The Cherry Rewards program has already shown strong early traction, with guest engagement and enrollment metrics exceeding launch benchmarks. GMA Consulting brings unmatched experience in loyalty strategy. Founding Partner Josh Swissman was one of the original architects of M life Rewards at MGM Resorts International, now known as MGM Rewards, one of the most widely recognized casino loyalty programs in the world. Seth Schorr, another GMA Founding Partner, has led the creation and revitalization of loyalty programs across multiple markets and property types.

While GMA is widely known for its work in feasibility studies, market research, and advanced analytics, the firm’s expertise in casino marketing, branding, and loyalty program development is at the core of its DNA. GMA has built and optimized programs for properties of all sizes, leveraging decades of operational experience and strategic insight.

“Cherry Rewards is a perfect example of how loyalty can enhance the entire guest experience—not just gaming,” said Josh Swissman. “Our goal was to design a program that’s intuitive, aspirational, and aligned with Virgin’s unique brand voice. We’re proud to partner with a forward-thinking property like Virgin Hotels Las Vegas.”

GMA and Virgin Hotels Las Vegas continue to collaborate on performance optimization strategies for Cherry Rewards as the program grows.

About GMA Consulting

GMA Consulting is a modern consulting firm created through the alliance of Global Market Advisors and The Strategy Organization. Founding Partners Matthew Chilton, Steve Gallaway, Seth Schorr, Josh Swissman, Kit Szybala, and Seth Young each have decades of deep-rooted experience in the hospitality, gaming, entertainment, sports, web3, iGaming and sports betting industries. In 2023, the firm also launched its Government Relations, Strategic Communications, and Talent Acquisition business units. The company’s client list spans the majority of public gaming companies, 85 Native American tribes, commercial and investment banks, and government agencies from around the world. For more information on GMA Consulting, please visit www.gmaconsulting.com.

About Virgin Hotels Las Vegas

Virgin Hotels Las Vegas is an integrated resort that delivers a vibrant and lively environment for travelers and locals alike. The off-Strip resort features 1,500 Chambers and suites across three towers, a 60,000-square-foot casino and sportsbook and a five-acre desert pool oasis. The property boasts several dynamic spaces for live music and entertainment, including the 4,600-capacity theater operated by AEG Presents, the intimate 24 Oxford showroom, The Shag Room, a unique and sexy cocktail lounge, and the multi-functional Event Lawn. Touting an exceptional portfolio of 12 food and beverage venues, Virgin Hotels Las Vegas is home to famed restaurants like the legendary Nobu, Michael and David Morton’s ONE Steakhouse, Kassi Beach House and Beach Club experience, Pizza Forte, Lucia Mexican Grill and more. Guests looking to make the most out of their visit can join Cherry Rewards, the property’s expansive rewards program where members can earn and redeem points on almost every dollar spent throughout the resort – from gaming to the resort pool, dining, and retail. Virgin Hotels Las Vegas is part of the Curio Collection by Hilton and has been consecutively awarded the AAA Four Diamond Award since its first year of operation. For more information, visit www.virginhotelslv.com.

GMA’s Perspective on Tourism and Security

In the Face of Crisis, Las Vegas Remains Resilient — GMA’s Perspective on Tourism and Security

On January 2, a shocking explosion outside the Trump International Hotel rattled the Las Vegas Strip. As authorities quickly responded and confirmed the incident was an isolated act, attention turned to what this meant for the city’s image and, more specifically, its tourism economy.

In an interview with the Las Vegas Review-Journal, Josh Swissman, Founding Partner and Managing Director at GMA Consulting, provided crucial perspective:

“You think about the number of people that come and stay in all the hotel rooms up and down the Strip. There really aren’t very many places in the world like that, and so security is a primary focus… probably more than most any other place in the country.”

Swissman’s insight underscores a key reality: while shocking, incidents like this are unlikely to derail Las Vegas’s tourism momentum. The Strip is not only built for spectacle but also engineered for high-security, high-density public activity. Hotels, casinos, and resorts in the region have invested heavily in private security systems and maintain daily coordination with law enforcement to stay ahead of evolving threats.

With CES—one of the world’s largest technology conferences—set to bring over 150,000 visitors to the city days after the explosion, the city’s resilience and readiness are on full display. At GMA, we believe this event is a reminder of how vital operational security, preparedness, and clear communication are—not just in crisis response, but in sustaining long-term consumer confidence.

Las Vegas has seen—and survived—far more. This latest test only reaffirms the city’s ability to adapt, respond, and thrive.

For a comprehensive account of the incident and subsequent responses, refer to the original article: Las Vegas Boosts Police Patrols After Trump Hotel Bombing.