Reference Library, Gaming Market Advisors. Feasibility, planning, research, training, analysis. Las Vegas, Colorado.

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Principals of Gaming Market Advisors have authored numerous articles, white papers and research papers relating to all aspects of the gaming industry. Members of the GMA Consulting Team have been published in the Cornell Quarterly and UNLV Hospitality Journal. In addition, Andrew Klebanow has written over 60 articles for Indian Gaming Magazine. Below is a selection of some of our public compositions. Please contact us with any specific questions or to discuss how GMA can help you.
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White Papers
	An Analysis of Harrah’s Total Rewards	December 2006

Inside Asian Gaming
	Loyalty Costs: Andrew Klebanow explains how to calculate the player reinvestment rate	June 2010
	Cashing in on Promotions	March 2010

Indian Gaming Magazine

Casino Design & Development
	Improving the RFP Process	August 2009
	”New and Better” Works	March 2007
	The Challenges of Developing a Casino Resort	November 2006
	Striving for the Highest Standards in Casino Design	August 2006
	Designing the Right Amenity Mix	May 2006
	Build Your House Out of Bricks	April 2006
	Why Expansion Projects Falter	January 2006
	What Makes a Casino Comfortable?	December 2005
	The Benefits and Challenges of Master Planning	October 2005

Casino Marketing & Player Reinvestment
	Putting Problem Gambling in Perspective	September 2010
	Now is the Time to Prepare the Annual Marketing Plan	November 2009
	Examining the Value of Free Play	April 2009
	The Components of the Marketing Audit	January 2009
	The Six Audiences of Casino Advertising	August 2008
	Developing More Effective Promotions	June 2008
	The Complexity of Bonus Point Multiplier Promotions	April 2008
	Measuring Slot Handle Performance	November 2007
	10 Ways to Make Your Rewards Program More Successful	September 2007
	How to Calculate the Player Reinvestment Rate	June 2007
	The True Cost of Marketing	February 2007
	Designing a Tiered Player Rewards Program	January 2007
	What Players Really Want	December 2006
	The Changing Face of Casino Marketing Programs	September 2006
	Taming the Marketing Beast	February 2006
	E-Marketing to Casino Customers	August 2005
	Designing Effective Prospect Mail Programs	July 2005
	The Problem with Host Programs	April 2005
	Creating the Right Player Reinvestment Strategy	March 2005
	The Marketing Dashboard	February 2005
	Common Mistakes in Marketing Research	September 2004
	Selecting the Appropriate Advertising Agency	July 2004
	Player Incentives: Don’t Give the House Away	April 2004
	Effective Billboard Design	March 2004
	Building Effective Promotions	February 2004
	Marketing’s Role in the Design of the New Casino	January 2004
	The Marketing Audit	November 2003
	A Behavior Based Approach to Market Segmentation	October 2003
	Must Be Present To Win	September 2003
	It’s Labor Day, Again?	August 2003
	Dispelling the Myths of Cash Back	June 2003
	Database Segmentation Analysis	May 2003
	The Marketing Systems Manager	April 2003
	I Want a New Club	March 2003
	Mass Mail Versus Smart Mail	February 2003
	Bus Programs and rhe Abandonment Common Sense	December 2002
	Understanding the Marketing Mix	November 2002
	Understanding Your Customers through Market Research	October 2002
	Building a Marketing Organization	September 2002
	The Allure and Loathing of the Big Promotion	August 2002
	And the Reason You Gave Me this Shirt Was...?	July 2002
	The Dangers of Marketing Cheap	June 2002
	The Marketing Plan: Objectives, Strategies and Action Tactics	May 2002
	Developing a Casino Marketing Plan that Works	March 2002

General Casino Management
	How to Increase Gaming Revenue in an Economic Downturn	October 2011
	Rapid Customer Feedback	June 2010
	Don’t Shoot the Messenger	June 2009
	Happy Employees Make For Happy Customers	February 2008
	A General Manager’s Eye View of the Casino	January 2008
	Integrating a Nightclub at Your Gaming Property	December 2007
	Planning for a New Buffet	October 2007
	Time is the Enemy of the Player	August 2007
	Adherence to Leadership Principles	July 2007
	Making Nightclubs Work	May 2007
	What Can We Learn From Macau?	April 2007
	The Changing Role of the Casino Hotel	October 2006
	Ten Ways to Make Headline Entertainment Profitable	July 2006
	The Coming of the Entertainment Superstore	June 2006
	Be the Best Locals Casino You Can Be	September 2005
	The Best Way to Communicate with Your Customers	June 2005
	Casino Restaurant Pitfalls	May 2005
	The Socio-Economic Impact Analysis as a Tool for Casino Development	January 2005
	Harnessing Demographic Software to Improve Casino Marketing	December 2004
	Lessons From the Airline Industry	November 2004
	Customer Service Measurement Tools	October 2004
	Delivering Outstanding Customer Service	April 2004
	But Did the Casino Make Any Money?	December 2003
	Vegas is not the Competition	July 2003
	The Situation Analysis	April 2002
	You Can’t Manage What You Can’t Measure	February 2002

Global Gaming Business Magazine
	Swapping Out Debt	April 2009

General Casino Management
	Casino Business Strategies	January 2009

Academic
	Customer Reinvestment Analysis in the Gaming Industry	June 2009
	Developing the Casino Marketing Plan	October 2003
	Cost Effectiveness of Substance Abuse Programs in Casino Hotels	February 1992

Casino Marketing & Player Reinvestment
	Emerging Issues in the Use of Free Play	April 2011

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