WELLS GAMING RESEARCH

WELLS GAMING RESEARCH

Address
6900 S. McCarran Blvd, Suite 3030, Reno, NV 89509
Document
3584529
Our location

Data-driven insights for gaming operators

Consultancy and Analysis for the Casino Industry

Wells Gaming Research (WGR) specializes exclusively in research and consulting for the casino and gambling sector. Leveraging patented methodologies and deep industry insight, we deliver market intelligence, feasibility analysis, benchmarking, and independent certification. Our clients include casino operators, investors, auditors, and regulators seeking reliable, current data and objective expertise for critical decision-making.

Let’s talk Explore what we do ↓
Illustrative stock photo · Unsplash

Our perspective

Bringing Clarity to Gaming Markets

Our value is in transforming on-the-ground observations and financial analytics into clear, objective intelligence for stakeholders at every level of the gaming industry. From competitive benchmarking to due diligence, WGR’s independence and methodological rigor help clients navigate a dynamic sector with confidence.

Practical guidance / 01

Understanding Service Fit

WGR’s services are optimized for professional users in the gaming and casino sector with a need for rigorous, objective data. Whether for project planning, compliance, investment, or litigation, clients working in highly regulated and competitive environments can benefit from our insight and objectivity.

  • Casino operators aiming to benchmark or expand
  • Investors seeking pre-acquisition due diligence
  • Auditors and regulators requiring independent data
  • Legal professionals handling industry disputes

Practical guidance / 02

Preparing for a Successful Enquiry

To make the most of your consultation, prepare relevant site details, key objectives, geographical areas of interest, and specific questions in advance. This helps us tailor our response and provide efficient, actionable recommendations.

  • Gather property or project background information
  • Define clear goals for your enquiry
  • Identify regulatory or compliance priorities
  • List specific analytical or benchmarking questions

Practical guidance / 03

Comparing Analytical Options

Gaming industry analytics can vary widely by scope and methodology. We encourage prospective clients to compare sources and assess how data is gathered. WGR’s focus on in-person field research and independent analysis provides unmatched credibility compared to crowd-sourced or unaudited data.

  • Assess data collection methods for reliability
  • Compare competitive benchmarking methodologies
  • Check for independent certification of findings
  • Consider the provider’s industry-specific focus

01 / What we do

Our Expertise

From casino floor analytics to financial due diligence and expert support, our focus is delivering reliable insights that empower industry stakeholders. Explore a selection of our tailored, high-impact services designed for the complex needs of the gaming sector.

Casino floor with active players at slot machines and tables
Illustrative stock photo · Pavel Danilyuk / Pexels

Casino Player Count Service™

Our patented Casino Player Count Service™ provides accurate, in-person monitoring of player activity across more than 160 gaming locations in five states. Field representatives physically count casino attendees no less than five times per week, enabling the most comprehensive and actionable market share analysis available. Investment banks, operators, and analysts depend on this essential data for benchmarking, revenue projections, and competitive strategy.

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Business team analyzing financial data and market reports
Illustrative stock photo · Kampus Production / Pexels

Feasibility Studies & Financial Models

For new project development, our feasibility studies offer robust financial modeling and revenue forecasts tailored to prospective gaming sites. We incorporate operational, staffing, and market dynamics to provide clear financial outlooks for new casinos. Clients benefit from detailed projections that support decisions on project viability and long-term business planning.

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Feasibility study documents and charts for casino development
Illustrative stock photo · RDNE Stock project / Pexels

Market Analysis & Due Diligence

Our market and financial due diligence services help buyers and stakeholders assess competitive positioning, market saturation, and financial health prior to acquisitions or investments. Using a methodical approach, we offer in-depth evaluations of existing properties, local demand, and competitive environments to minimize acquisition risks and highlight growth opportunities.

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Benchmarking, Certification & Expert Support

We offer tailored benchmarking analysis, independent certification of slot and video poker payback rates, and expert-witness testimony for litigation and regulatory hearings. Our services facilitate informed decision-making, compliance assurance, and credible representation in technical and legal matters pertaining to casino operations.

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Consultants discussing market research in an office setting
Illustrative stock photo · Yan Krukau / Pexels

02 / About us

About Wells Gaming Research

Wells Gaming Research (WGR) is an experienced advisory and research partner exclusively serving the casino and gaming industry since 1990. Our approach combines field data, analytical expertise, and advanced modeling to address the complex challenges faced by gaming operators and investors.

Our signature services leverage in-person observation and verifiable data, ensuring our analysis reflects true market dynamics rather than assumptions. With projects completed in Nevada, California, Mississippi, Louisiana, and New Mexico, we offer both regional depth and sector-wide perspective.

As a highly specialized firm, WGR's focus is limited exclusively to gaming and casino markets. Our founder, Richard Wells, is often called upon as an expert witness in gaming-related legal and legislative proceedings, adding further depth to our advisory offering.

Start a conversation ↗

03 / How to get started

Getting Started: Your Enquiry Journey

01

1. Initial Consultation

Engage with our team to outline your needs and objectives, whether you’re seeking data on market share, feasibility study support, or benchmarking analysis. We clarify requirements and suggest potential approaches to address your business challenges.

02

2. Scoping & Information Exchange

Our experts review your specific goals and operational context, identifying the scope of work and any data or documentation needed to provide a meaningful response. Questions about confidentiality, timelines, and deliverables are addressed transparently.

03

3. Tailored Proposal

Once requirements are established, we provide a detailed proposal tailored to your enquiry. This covers scope, methods, expected outcomes, and a pathway to move forward. Clients can then review and determine how best to proceed.

04 / A little more detail

Good questions.
Clear answers.

Who can benefit from Casino Player Count Service™ data?

Casino operators, investors, financial analysts, and regulatory bodies utilize our market share data to inform revenue forecasting, competitive analysis, and strategic planning. The regularity and regional breadth of our counts offer a uniquely granular perspective unavailable from most sources.

What types of feasibility studies do you conduct?

We conduct feasibility studies for new casino developments and expansions, using detailed revenue modeling, expense forecasting, and operational analysis. These studies can include staffing projections, local market trends, and competitive benchmarking to support financially sound planning.

How does WGR ensure the accuracy of its player counts?

Our field representatives manually count players in over 160 casinos multiple times per week, following standardized protocols for coverage and timeliness. This approach eliminates guesswork and produces reliable data used across the gaming industry for critical business decisions.

Can you assist with slot payback certifications?

Yes, WGR provides certification and verification of slot and video poker payout percentages. This service supports both operators and regulators in ensuring transparency, compliance, and public trust in gaming operations.

Do you handle special projects or custom analytics?

We support a range of specialized projects including traffic analysis, demographic studies, and trend analysis for table games and slots. For unique analytical requirements, please outline your needs and our team will suggest a tailored solution.

Is WGR available for expert testimony or legislative hearings?

Our founder and senior consultants regularly serve as expert witnesses in gaming-related disputes and hearings. To discuss the specifics and our availability for your case, contact us with details of your legal or legislative needs.

05 / Contact us

Enquire with WGR

Reach out to discuss your project or request detailed information about our services. We welcome enquiries from casino operators, investors, auditors, and legal professionals seeking actionable, data-driven insight.

Email us ↗

WELLS GAMING RESEARCH

Address:
6900 S. McCarran Blvd, Suite 3030, Reno, NV 89509
Document:
3584529

WELLS GAMING RESEARCH

Address
6900 S. McCarran Blvd, Suite 3030, Reno, NV 89509
Document
3584529
Our location