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The report, titled The State of VIP Operations, was compiled by The Playa in collaboration with Gaming Operations Academy and WarriorLab.

Conducted in 2026, it surveyed 70 professionals actively engaged in VIP management, including VIP account managers, heads of VIP and consultants, with 64% employed directly by gambling operators. 

The report sought to understand how VIP portfolios are managed daily, how the tools are utilised and other key operational challenges.

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Jonas said October is showing some signs of life, but November is mixed at this point.

Thanks to their hosting of the World Cup, numerous cities across the nation have experienced higher visitor volumes this year.

They include Atlanta, Boston, Dallas, Houston, Kansas City, Los Angeles, Miami, New York City, Philadelphia, San Francisco, and Seattle. Austin, Detroit, and New Orleans have also reported higher tourism in 2026.

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Local operators, meanwhile, have tried to close the gap by strengthening their technology, including working with world-class suppliers.

This can be difficult, however, as Atucha explains some larger platforms entering LatAm will only work with tier 1 operators, rather than helping smaller companies develop. “It’s challenging because first, whatever you would consider a tier 3 or a tier 2 or even a startup in an emerging market like Latin America can eventually become a tier 1 operator,” Atucha suggests.

“We’ve got lots of cases, EstrelaBet being one of them. They started from nothing and they grew a lot. And probably platform suppliers will have ignored them and regret that later on. You’ve got lots of cases like that.”