PRACTICAL, INTERACTIVE TRAINING
Electronic Gaming Academy - Reading, UK
From Monday 9 November through Thursday 12 November 2026, the Academy will take place at Grosvenor Casino Reading South, offering an intensive 3.5-day training program dedicated to the management, performance and future of Electronic Gaming.
The program consists of three full training days on Monday, Tuesday and Wednesday, followed by a half-day session on Thursday.
While the Academy is open to casino professionals from all markets, this edition will have a slightly stronger UK focus, particularly where regulations, operating conditions and market practices are concerned. With the majority of participants expected to come from UK casinos, the program will address the specific challenges and opportunities facing Electronic Gaming departments in the UK market.
As always, the Academy is designed to be practical rather than theoretical. We will look at Electronic Gaming from an operational, commercial and player perspective: understanding players, analyzing machine performance, managing the gaming floor, making better product and investment decisions, and identifying opportunities to increase revenues.
Next training: 9, 10, 11 & 12 November.
📍 Location: Grosvenor Casino Reading South (UK)
It’s All About Marketing for Electronic Gaming Machines Operations
THE COURSE
In many cases, marketing of Electronic Gaming Machines in land-based casinos is often seen as an afterthought, without a deep understanding of customer needs and behaviors. In the “It’s All About Marketing” training, I teach you the ins and outs of Electronic Gaming Management, specifically tailored to the various unique player profiles and I give many operational insights. My training provides actionable, immediately applicable strategies and tools to fine-tune your marketing mix (the 7P's) based on your Electronic Gaming Product players.
The foundation of the training lies in understanding different player profiles, their motivations, and how to tailor your marketing strategy to exceed their expectations when playing Electronic Gaming Devices. Often, casinos cater to various profiles with differing expectations, leading to confusion and missed opportunities.
That’s why I ask every participant one crucial question: Which player profiles do you want to truly reach with your Electronic Gaming efforts?
From there, we will zoom in on the different (indeed, sometimes conflicting) expectations of the Various Player Profiles on all the areas of the ‘extended marketing mix for the Land-based casino Industry’. The result? Enhanced customer satisfaction, greater loyalty, and a higher return on your Electronic Gaming Product investment.
Open Courses
Open course on different locations. Two courses per year are planned on location depending on delegate profiles and preferences.
Course formats
In-House Courses
Tailored to operators and suppliers worldwide. Contact me for more information and to discuss the possibilities.
Webinars
Flexible online delivery. Contact me for more information and to discuss the possibilities.
WHAT DOES THE WORKSHOP LOOK LIKE?
Workshop Breakdown
Session 1 – Player Expectations and Motivations
Understanding visitor profiles, their needs, and how to tailor product and pricing strategies.
Session 2 – Process Management (TQM for Casinos)
Embedding Total Quality Management into daily operations, from mission statement to SOPs.
Session 3 – Product & Price Considerations
Game cost vs. game performance, RTP, volatility, and how configuration impacts the bottom line.
Session 4 – Bet-Based Promotions
How different players perceive and respond to promotions, mystery prizes, progressives, and loyalty programs.
Session 5 – Floor Layout & Physical Environment
Designing a gaming floor that maximizes revenue by catering to different customer profiles.
Session 6 – Reconciliation & Performance Analysis
Using meter data and performance formulas to ensure accuracy and drive decisions.
Session 7 – Group Task (Face-to-Face Workshops)
Delegates design a hypothetical casino floor, applying all learned concepts, followed by group presentations.
KEY TAKEAWAYS FROM THE WORKSHOP.
What will you learn?
During the seven-session, 3.5 day workshop that connects theory with practice, you will learn to:
Identify and categorize player profiles and motivations
Tailor the marketing mix (7P’s) to different customer groups
Apply TQM principles to casino operations
Configure and price games strategically
Design effective promotions and loyalty programs
Optimize floor layouts for different player categories
Use data for reconciliation and performance analysis
Apply concepts in a group task casino floor design exercise
REASONS TO ATTEND THE WORKSHOP.
Why join?
Interactive: Content tailored to delegate feedback and priorities
Practical: Focused on immediate, real-world application
Recognized: Delegates receive a Certificate that carries weight
Proven: Hundreds of delegates worldwide have applied these insights to boost their operations
WHO SHOULD JOIN.
This workshop is valuable for both Operators and Suppliers, bringing together professionals from all areas of the gaming industry, including:
Slot Managers
Casino Managers
Marketing Teams
R&D Professionals
Suppliers
Regulators
Join this engaging, hands-on program to sharpen your strategic insight, exchange ideas with peers, and gain the tools to optimize gaming floor performance.
Whether you’re focused on understanding your own players — or the players of your customers — this workshop will give you the practical knowledge to make data-driven, profitable decisions.
For who is this workshop?
Included in the program
The Academy starts with an Opening Reception on Sunday evening, 8 November, giving participants the opportunity to meet before the training begins.
The participation package also includes:
3.5 days of intensive training
Opening Reception on Sunday, 8 November
Lunches and coffee breaks on all training days
Group dinner on Wednesday evening
Course materials
Bring your casino to the next level.
LEARN TODAY, IMPROVE TOMORROW.
UPCOMING DATES:
9 - 12 NOVEMBER 2026 - Grosvenor Casino Reading South (UK)
Would you like to register?
Contact me for availability.
Price: 1750 euro per person.
Lwijsman@usa.net
+31 6 53 63 30 36