casinos & gaming
See where gaming spend really goes
Real card and bank transactions from more than 130 million US and EU consumers, resolved to every casino, resort and gaming brand. On property, online, down to the single venue. Benchmark your market. See which players switch, and to whom. Find growth opportunities. Measure what changed after you acted.
Trial runs on the real product with real data. No credit card. Plans from $990 per month.
who this is for
Responsible for any of these topics?
Iceflower is the tool for you.
Understand what that looks like in practice: receive the answer to your question, make the move, prove it worked.
operators
Casino operators & resorts
player development · resort & casino marketing · F&B and entertainment
where do our players spend when they are not on our floor?
- Property-level benchmarks against every competitor that matters
- Player wallet share across rival floors and online books
- Feeder markets and catchments from where spend actually originates
online gaming
Sportsbooks & iGaming
growth & retention · VIP and player value · brand marketing
which books do our players also deposit at, and how much?
- Share of your players who also deposit at competing books, and how much
- Retail-to-online crossover, measured per player group
- Retention and value curves beyond your own app
development
Development & feasibility
development & feasibility · finance & strategy · regional operators
which markets send their gaming wallet elsewhere?
- Market sizing from where residents actually spend, floors and online books
- Existing catchments, yours and competitors’, mapped around any candidate market
- Clientele mix per market before the capital commitment
01 · understand
See who really shares your players’ wallet
Every casino, resort and gaming brand, benchmarked from real purchases. Not loyalty data, not visitation. The panel sees the card, so your floor, the rival floor and the online books sit in one dataset. And the venues on a property, restaurants, shows, clubs, retail, resolve as merchants of their own.
decisions this step settles: who belongs in the competitive set · which leaks to fight first · which players to defend
Pick the benchmark that matters
Who is winning: revenue, growth, ticket and player counts for every property and gaming brand in your markets, Strip flagship to regional floor, and venue by venue on the property, so the experience wallet is benchmarkable next to the gaming wallet.
See the wallet split before it becomes churn
Where else your players play, on rival floors and in the books. 4.0% of MGM National Harbor players also wagered at bet365.com, at $1,255 per player, while 1.8% played at Maryland Live! Casino, at $2,910, in the 12 months to Jul 2026. More of the floor’s players hold an online book than visit the nearest rival.
Churn with a destination
Whom you are losing, and to whom: lapsed players do not stop playing, they play somewhere else. Iceflower names the somewhere else and what it now earns from them.
Know which players are worth defending
Who your players are and where they come from: Champions to At Risk with value and share of wallet, plus the feeder markets each property actually draws from.
Sample question we answer
“How much of our guests’ trip wallet stays on property, and where does the rest go?”
02 · activate
Turn the finding into the next move
The player segment you just discovered is not a slide. It is an audience, a win-back offer, a feeder-market campaign or a site decision.
decisions this step settles: which segment gets the offer · which feeder markets get media · where the next property goes
Put budget on the segment you found
Turn any player segment into a derived audience for paid social, CRM or any other channel; no raw data leaves the panel. Derived means privacy-clean: no PII and no individual player targeting, audiences are built from geography, spending behaviour and spend-derived profiles.
Ask your market overnight
Chat with AI personas built from real spending behaviour, high-value locals to convention visitors, or field a questionnaire to your segment and read the results in the morning.
Grow where the wallet is
Size gaming wallet by metro, see where your clientele over-indexes, and place the next property, or screen an acquisition, where the players already are.
Sample question we answer
“Which feeder markets justify a campaign, and how do we reach lapsed high-value players there?”
03 · measure
Did it work?
The same panel that found the opportunity measures the response, continuously and against a baseline. Keep, scale or stop, on evidence.
decisions this step settles: keep, scale or stop · what to report as incremental · when to intervene
Before and after, with a control
Compare a renovation, a players club relaunch or a residency window against matched properties or the whole market, not against last year’s event calendar.
Players, not just revenue
See whether growth came from new players, higher visit frequency or bigger spend per visit, and which clientele actually responded.
Always current
The panel updates continuously, so a rival’s promotion or a shift toward the online books shows up while it is happening, not two quarters later.
Sample question we answer
“We relaunched the players club in Q1. What did it change in wallet share by summer?”
ai agents
Tired of dashboards? Skip ours.
Iceflower runs as a connector in Claude and ChatGPT, live and approved in both directories. Connect once and ask in plain language. The dashboard stays there for the day you want to validate a number.
which properties are gaining share in our market this year?
where do our players play when they are not with us?
which online books grew fastest with our clientele?
which feeder metros are growing for regional casinos?
Answers grounded in real transactions, in the assistant your team already uses.
pricing
Straight prices, no surprises
Explore
Gaming in your market, in full depth.
- For a single team
- One category in one US state, UK region or metro area
- AI / MCP agent access
- 14-day free trial
Professional
Gaming plus the categories your players cross-shop, nationwide.
- For your whole organization
- Everything in Explore
- Up to three categories, up to a whole country
- AI personas, chats & questionnaires
- AI reports
- 14-day free trial
Enterprise
Full access, built around you.
- For your company and its systems
- Everything in Professional
- API and data feeds
- Your own live bespoke workspace, updated continuously
- Malls & places analytics
Prices exclude taxes. Trials do not require a credit card.
faq
The questions a seasoned buyer asks first
The short version below. Please reach out in case of further questions.
- What data sits behind the gaming view?
- Real card and bank transactions from a panel of more than 130 million US and EU consumers, resolved to named properties and gaming brands. Benchmarks, cross-shopping and catchments are computed from actual payments, not surveys or visitation estimates.
- Are the numbers on this page real?
- Yes. Every figure was pulled from the live panel in August 2026, with its merchant and time window stated next to it. Rerun them in a trial account and you should see the same numbers, moved by as much as the market has moved since.
- Is this rated-play or gaming-volume data?
- No. Iceflower is merchant-level card and bank spend: payments to properties across hotel, dining, retail and entertainment, and payments to online books and iGaming brands. It does not see coin-in or theoretical win. What it adds to your rated-play data is exactly what that data cannot show: the rest of your players’ wallet, including everyone else’s floor and the online books.
- Can I target individual players with this?
- No, and by design. The panel is de-identified: no PII, no player identities. Activation works at segment level, geographies, spending behaviour and spend-derived profiles, exported as derived audiences. Individual-level outreach stays where it belongs, in your own CRM.
- Does it cover online betting and iGaming?
- Yes, in the same dataset. Online books and casino apps are merchants like any property, so deposits per player group, the share of players holding accounts at several books, and retail-to-online crossover are directly measurable.
- We run an integrated resort. Do you see the non-gaming venues?
- Yes, at venue level. Restaurants, shows, clubs and retail on a property resolve as their own merchants, so you can benchmark a single steakhouse, measure how much of a guest’s dining and entertainment spend stays on property, and see which neighbor captures the rest.
- Can I see my own properties next to competitors?
- Yes. Your properties appear in the same benchmarks as everyone else’s, computed from the same panel, so the comparison is symmetric and needs no data sharing from your side.
- How do I start?
- Create an account and pick gaming as your category. The 14-day trial runs on the real product with real data.
Ready to see your market clearly?
Create an account, pick casinos and gaming, and rerun every number on this page against your own market. Fourteen days is enough to know.