

Canada
Comprehensive COVID-19 Secret Shopper Study Reveals Las Vegas Hospitality and Gaming Brand/Cleanliness Perceptions
Experience Strategy Associates, a boutique consulting group focused on assisting organizations with customer experience and branding strategy, in partnership with HS Brands Global, a global leader in deploying field resources to verify and assess expectations of some of the world’s favorite brands, announced results from a comprehensive secret shopper study focused on perceptions of how brands are managing operations through a COVID-19 lens.
Secret shoppers were sent out to evaluate 600 customer touch-points across the LV Strip, LV Locals and Downtown LV gaming properties on re-opening weekend and again two weeks later to learn how well brands were maintaining consistent safety standards and where there may be opportunity to continue to focus for optimal brand perception.
According to the study, the LV Strip properties and Downtown properties scored the highest consistently among all three key segments.
“This is a very positive story,” said Greg Chase, Founder and Chief Thought Provoker of Experience Strategy Associates. “This data was very specific to key elements that would ultimately make a customer feel safe or not, such as if sanitizer machines were functional and if they observed employees cleaning public areas, which we know has a lot of consumer focus in the present time.”
Secret shops were conducted across three key segments, Downtown LV properties, LV Locals Casinos and LV Strip Properties on both re-opening weekend and again two weeks post re-opening, totaling over 560 customer touchpoints.
- Top 5 Areas for Opportunity Across All Segments to Improve Customer Perception Amid COVID-19
- Allowing customers to see some element of sanitation practice on table games
- Ensuring Staff are proactively offering masks to customers who are not wearing them or do not have on their person
- Supporting staff in enforcing social distancing standards in F&B venue lines
- Allowing customers to see staff cleaning and sanitizing F&B tables and chairs
- Ensuring sanitizer dispensers are properly functional
“As a member of the Las Vegas community, HS Brands is proud to provide our partners with tools necessary to measure their COVID protocols to better protect their employees and guests.” Michael Mills Vice President of Sales at HS Brands
To learn more about this study, please view the attached infographics or visit https://hsbrands.com
About HS Brands Global
Founded in 1992, HS Brands is the leader in deploying the global field resources necessary to assess and verify customer experiences, brand image, compliance standards, and operational integrity. Based in Las Vegas with 13 global offices, HS Brands is the largest mystery shopping provider to casinos in the world.
About Experience Strategy Associates (ESA)
Founded in May 2019, Experience Strategy Associates is a Las Vegas-based boutique consulting group focused on assisting organizations with customer experience and branding strategy. Composed of Las Vegas industry experts, ESA brings rich insights to the forefront to help clients understand their customers with data-driven studies, develop customer experience strategies and foster strong employee and customer engagement.
SOURCE Experience Strategy Associates
Canada
iGaming Ontario Appoints Joseph Hillier as its New President and CEO

The iGaming Ontario Board of Directors has announced Joseph Hillier as the organization’s new President and Chief Executive Officer, effective September 8, 2025. Joseph’s depth in the Ontario igaming market combined with successful public and private sector careers make him the ideal President and CEO at this critical point in iGaming Ontario’s growth.
Joseph was most recently Chief Strategy Officer and Corporate Secretary at the Alcohol and Gaming Commission of Ontario (AGCO), where he delivered significant strategic and regulatory initiatives across the province’s alcohol, cannabis, gaming, and horse racing sectors. Prior to the AGCO, he served as Chief of Staff to Ontario Attorney General Hon. Doug Downey and led the development, launch and implementation of Canada’s first private sector-driven igaming market and the creation of iGaming Ontario. Joseph also spent more than a decade working in the financial and legal services sectors.
The Board expressed its sincere thanks to David Smith for serving as Interim President and Chief Executive Officer since Martha Otton’s retirement.
The post iGaming Ontario Appoints Joseph Hillier as its New President and CEO appeared first on Gaming and Gambling Industry in the Americas.
Blanka Homor Sales Director at Playson
Playson strengthens Ontario foothold with Casino Time integration

Partnership accelerates supplier’s continued expansion across North America
Playson, the accomplished digital entertainment supplier, has bolstered its presence in Canada after securing a new partnership with Casino Time, one of Ontario’s fastest growing regulated operators.
Casino Time will benefit from Playson’s comprehensive Hold and Win portfolio, which consistently features among the supplier’s top-performing titles released to market.
Coin Strike: Hold and Win, Thunder Coins: Hold and Win, and Diamonds Power: Hold and Win are among the releases now available to the Casino Time player base, courtesy of a seamless integration via Light & Wonder’s aggregation platform.
Renowned for its retail presence across Ontario, Casino Time has successfully bridged the gap between physical and digital gaming since entering the province’s regulated iGaming market in 2024. Its online offering is set to reach new heights with the addition of Playson’s titles, which offer immersive gameplay and captivating visuals that are proven to increase player retention and satisfaction.
The latest agreement coincides with a significant period of growth in North America for Playson, underlining its long-term vision of expanding its market share in regulated territories with key operators.
Blanka Homor, Sales Director at Playson, said: “Ontario is a market of major significance for us in North America and so it is great to join ties with such a household name.
“Casino Time’s online expansion continues to soar and we are confident our Hold and Win collection will resonate with local players, offering them alternative ways of engaging in captivating slot experiences.”
Jeffrey Holmes, Chief Operating Officer at Casino Time, said: “Partnering with Playson is an exciting step in our mission to deliver the very best in online casino entertainment. Their Hold and Win titles are a proven hit in multiple markets, and we are certain these will add a unique dynamic to our slot library.
“This collaboration strengthens our ability to bridge the gap between retail and digital gaming, while giving our players fresh, immersive experiences.”
The post Playson strengthens Ontario foothold with Casino Time integration appeared first on Gaming and Gambling Industry in the Americas.
Canada
Golden Nugget Online Casino Debuts in Ontario

Golden Nugget Online Gaming has officially entered the Canada online casino market with its launch in Ontario.
Backed by DraftKings technology, the brand is now offering players a feature-rich mobile and desktop gaming platform. This move also marks the first time the Golden Nugget brand has expanded outside the US.
The casino debuted with more than 2000 slot titles, alongside blackjack, roulette, and craps. The platform is available on iOS and Android, ensuring accessibility across devices.
With its debut in “The Heartland Province,” Ontario becomes the fifth region where Golden Nugget operates, joining Michigan, New Jersey, Pennsylvania, and West Virginia.
Matt Kalish, President of DraftKings North America, noted that this development is a welcome opportunity for the brand to provide top-quality online casino gaming for players in a burgeoning iGaming market.
Kalish added: “Golden Nugget is one of the most iconic brands in gaming, and we are thrilled to be live in Ontario with its robust mobile casino offering. The Golden Nugget Online Gaming casino app offers hundreds of popular casino games, exclusive content, smooth navigation, premium support, and a dynamic loyalty program – all backed by DraftKings’ cutting-edge technology.”
Ontario’s regulated iGaming market is already crowded. iGaming Ontario reports that the province hosts 50 licensed operators and 87 active gaming websites. Importantly, online casinos account for 88% of cash wagers. In June alone, the vertical produced CA$243 million in net gaming revenue from CA$7.26 billion in total wagers.
Golden Nugget aims to stand out with both classic and exclusive content. Players can access land-based favorites like Huff N’ More Puff, Cleopatra, and Hypernova Megaways. Exclusive DraftKings titles such as Rocket, Dollar Up, and Quakey Shakey also enhance the library. Many jackpot titles even exceed $1 million.
The post Golden Nugget Online Casino Debuts in Ontario appeared first on Gaming and Gambling Industry in the Americas.
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