A Las Vegas-based startup has launched an artificial intelligence platform designed to help casino operators identify, engage, and retain premium players through personalized, automated interactions. The company, Hey Seven, was founded by former marketing executives from MGM Resorts International, Caesars Entertainment, and Seminole Gaming.
The platform combines gaming data, behavioral insights, and AI-driven conversations with players to build what the company describes as a holistic player profile, allowing operators to tailor offers and identify emerging VIP customers more effectively than traditional systems.
“Player development has reached a scale that humans alone simply cannot manage,” said Mikhail Gaushkin, Hey Seven’s co-founder and chief commercial and revenue officer. “Hey Seven enables operators to discover high-potential players earlier, build stronger relationships and continuously improve every interaction through AI that learns over time.”
Unlike traditional customer relationship management and casino management systems that primarily analyze historical player activity, Hey Seven’s platform actively communicates with players to gather real-time information about their preferences, travel plans, sentiment, and gaming intent. The company says those conversations generate insights that can be shared across marketing, hotel, food and beverage, operations, and other departments.
Gaushkin brings more than 25 years of experience in gaming, technology, and marketing. He most recently served as senior vice president of marketing and player development for Seminole Gaming and Hard Rock International, and previously held leadership roles at MGM Resorts and Caesars Entertainment before moving into executive positions at technology companies including GoDaddy, JetSmarter, and Auction.com.
The launch comes as casinos increasingly explore ways artificial intelligence can enhance customer engagement and marketing. Hey Seven said its platform includes tools that automate premium player engagement, recommend incentives, identify potential VIP customers, and monitor communications for responsible gaming considerations. The system is designed for land-based, online, and omnichannel gaming operators and measures the impact of player engagement against control groups to help operators evaluate revenue performance.
In a related development, Caesars Entertainment disclosed in a regulatory filing that board member Courtney Mather resigned effective July 6. Mather, who joined the board in 2024 after becoming involved with investor Carl Icahn, stepped down with no disagreement with the company, according to the filing.
The gaming industry’s Alberta launch of regulated online gaming, with operators including Caesars, BetMGM, DraftKings, and FanDuel entering the Canadian province, provides another growth avenue for Las Vegas-based gaming companies expanding beyond U.S. state-regulated markets.
