Casinos have been at the epicentre of experience for decades. Walking into one, visitors will encounter so many stimuli – lights, sound, smells and more, yet European operators have traditionally had less space, and capital outlay than their Las Vegas Strip or Asian IR counterparts for entertainment. When every square foot counts and the decision between using that space for hospitality experiences vs retaining core tables and slots is not easy. While CapEx versus OpEx investment can be considered, there is a lack of data and technology in decision-making processes. Should you host a stage show or an exhibition? Launch an immersive cocktail bar or cabaret night. When big experiences with strong IPs can easily fail, and unknown brands can soar, why? The creative is there, but otherwise, it was pretty much a bet. Analysing trends on what drives dwell time and satisfaction, this session looks at how to deliver a dynamic experience, while developing a risk mitigation model to maximise the probability of investment success.