Welcome to GamePlan Consultants

Survival and growth in the gaming business depends entirely on the operator’s ability to acquire, retain, and grow the right customers. This capacity evolves from initiatives at both the organizational level and at the individual employee level. GamePlan Consultants have the skills and the resources to create meaningful contributions at both these levels through rigorous research, high value-added consulting, and results-oriented training.

At the organizational level, we offer consulting in the areas of corporate culture, customer-journey mapping, strategy formulation, branding, customer experience (CX) planning and enhancement, Voice of Customer (VoC) initiatives, customer relationship management (CRM), and servicescape design.

Our activities at the individual level involve employee engagement initiatives, creating employee value proposition (EVP), employee training at all levels, and employee sentiment analysis.

Services Offered

GamePlan Consultants can provide your organization with a range of training and consulting services. These include ...

VoC Initiatives

“Voice of Customer” is a term that describes customers’ stated and unstated needs or requirements, and your customers’ feedback about their experiences with your organization. Let us help you capture actionable VoC through statistically reliable and valid surveys, customer focus groups, and relevant analytics.

Customer Relationship Management

Through meticulous analysis of your resources, customer database, and competitive situation, we will enable you in maximizing the lifetime value of your customers. Our research and consulting experience in CRM over several years has ideally equipped us to choose the tools, processes and technology that are right for you.

Customer Journey Mapping

We have developed scores of journey maps for large integrated resort casinos and clubs to better understand the experience that is offered to guests and developed initiatives to create differentiation, fix fail points, and optimize the guest experience.


In contemporary marketing, a brand is defined as, “a set of expectations, memories, stories, and relationships” that impact customers’ choice and loyalty. We work with you to formulate and implement the right branding strategy based on your mission, target market, and positioning.

Culture Diagnosis and Change

Strong corporate cultures that facilitate adaptation to a changing world are associated with strong financial results. We accurately measure your existing organizational culture and work with you to make desired changes in culture so that your employees are more engaged and your customers more satisfied in their dealings with you.

Employee Engagement Initiatives

Employees want to feel a sense of commitment to their work. And in return for that sense of real, authentic meaning, they will be willing to give more of themselves, aspire to higher productivity, better service, and off-the-charts customer satisfaction. We provide statistically reliable and valid measures of employee engagement and assist organizations in enhancing employee engagement levels.

Marketing, Customer Service, and Employee Engagement Review (MaCSEER)

MaCSEER is our proprietary toolset that benchmarks the performance of organizations along six dimensions—marketing orientation, marketing organization, new customer marketing, existing customer marketing, internal marketing, and service quality. Together, these dimensions provide an accurate assessment of your marketing effectiveness relative to your competitors.

Customer Experience Diagnosis, Ideation and Optimization (CÉDIO)

Customer experience (CX) is the only sustainable source of competitive advantage. CÉDIO is a comprehensive methodology through which customer experience is accurately assessed, cost-effectively enhanced, and meaningfully optimized. This revolutionary methodology has originated from our decades of research and consulting experience in CX Management.

Our Team

Our consulting professionals possess a rare combination of strong academic credentials and solid practical experience. We also have a detailed understanding of accounting internal controls for gaming entities to ensure the safeguarding of assets.

GamePlan Consultants is a full-service consulting organization that combines academic rigor with real-world experiences to provide insightful solutions to our clients. Through specialist advice and training, we enable our clients optimize their return on marketing- and HR-related investments.

Over the years, we have worked with clients such as
  • Mohegan Sun Casino
  • Casinos Austria
  • IGT Australia
  • Sun International
  • Galaxy Macau
  • Sands China Limited
  • Crown Casino
  • Marina Bay Sands
  • Wynn Macau