Casinos are constantly striving to be more accessible and engaging while capitalising on trends to move the market forward. Yet beyond AI, IP, and data (all of which are still needed), at its core, for the future of the industry to achieve this, it comes down to one simple success metric – people having fun. While once synonymous with excitement, modern casinos and their offerings – slot machines, poker tables, and traditional sportsbooks – seem stuck in time. At a time when the land-based industry is under heightened pressure from increased regulation, omni-channel is basically dead in the water, and in search for new methods of engagement, excitement, and connection continues, this closing keynote reflects on what’s next… the steps industry CEOs need to maintain a spirit of perpetual improvement, drive socialisation, and stand up for the rights of players in creating customer-centric brands.