Casino-expert AI agents that optimize marketing, surveillance, and operations in real time.

Your Team, Amplified — AI that thinks like your best people, at scale.

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See Hex in action

Dr Mana Azizsoltani - a casino analytics adviser at Hex sister company Differential Labs - and Hex Managing Director Clayton Peister discuss why traditonal AI has had poor adoption in the casino industry and why casino-trained large language models are such a game changer for the industry

Upside
"Foregone revenues, inefficient marketing, fraud, asset optimization: all reasons why the typical property we advise has +30% EBITDA upside from integrating AI"
— Advisers at Hex sister company Differential Labs
The Challenge
Casinos are a high-touch business. AI has enormous upside, but it hasn't broken through because most tools aren't practical for the people who run the floor. The result is a bottleneck: performance depends on a handful of experienced operators—and they can't scale.
The Solution

Hex deploys casino-expert AI agents that scale expert judgment and orchestrate real-time decisions across the casino floor.

Hex optimizes each casino workflow—be it player development, direct marketing, or even surveillance—with casino-specific predictive models guided by large-language model agents.

The patron journey is choreographed in real-time.

Each decision requires discretion and experience Hex can automate these decision points by reasoning like a casino expert Profit $ Hex Manual +30% Before the trip During the trip After the trip

Hex example use cases

USE CASE: PLAYER DEVELOPMENT

Hyper-personalized recommendations

Hex Bespoke is an LLM driven Ensemble (application) designed to amplify the hosting team with precise player recommendations around marketing strategies, player preferences, guidelines and reinvestment

Explore how Hex Bespoke solves the challenge of hyper-personalization

USE CASE: REAL-TIME MARKETING

Situational 1:1 marketing on-the-fly

Casino App

AI-orchestrated marketing that adapts in real time to each patron's gaming journey to optimize return-on-reinvestment with Hex Pulse

Explore Hex Pulse

USE CASE: FRAUD AND INTEGRITY

LLM Reasoning Trace
LLM Reasoning Trace

Proactive and evolving fraud detection

Hex sentinel is a fraud detection that covers the entire casino floor and identifies suspicious events proactively. As the scams and advantage play evolves so does Hex Sentinel

Learn more about Hex Sentinel

Hex’s use cases are endless, see current / planned applications.

Hex’s building blocks are Personas, which are LLM agents trained to emulate core casino roles. Personas are then combined into Ensembles which are applications designed to execute specific tasks. Hex compliments existing CRM applications.

Like the Hex platform itself, the Hex development team is an ensemble of people

  • A smiling young man with crossed arms standing outdoors on a balcony with a city skyline in the background, including tall buildings and a church steeple.

    Dr. Isma Gomez

    HEAD OF ML OPS & ENGINEERING

    •Extensive ML engineering and operations expertise spanning deployment and infrastructure

    •PhD in revenue mgmt

    •Led ML deployments for major casinos across Asia and Australia

  • Man with glasses and beard standing outdoors with arms crossed, city skyline in the background, blue sky, river, modern buildings, greenery, sunny day.

    Clayton Peister

    MANAGING DIRECTOR

    •Twenty years in casino analytics

    •Managing Director of Differential Labs

    •C-Level advisor to many of the largest gaming companies globally focused on AI, analytics, marketing, and fraud

  • A young man in a black suit and white shirt smiling with arms crossed on a city street with tall buildings and a clock tower in the background.

    Tyler Kim

    HEAD OF LLM RESEARCH

    •Multifaceted data science background from Meta to real estate analytics

    •Masters Data Science - MIT

    •Bachelors in Computer Science - MIT

    •GenAI researcher

    •Vegas native

  • A young man in a gray blazer and shirt standing with arms crossed, smiling outdoors in front of a cityscape with tall buildings and a clear blue sky.

    Dr. Mana Azizsoltani

    HEAD OF KNOWLEDGE ARCHITECTURE

    •PhD in hospitality focused on data science

    •Master in statistics

    •AI advisor to major gaming companies in Asia and Australia

    •Recognized gaming researcher

    •Vegas native

  • A man in a suit with crossed arms smiling outdoors with city buildings in the background.

    Kevin Navarrete-Parra

    LLM ENGINEER

    •PhD Candidate at UNLV

    •Extensive experience in public policy research and primary data collection

    •Proven track record in data science and ML operations across diverse industries

  • A young woman with long dark hair, wearing a yellow blazer and jewelry, smiling with crossed arms on a city street with tall buildings and traffic in the background.

    Era Mia

    PROJECT MANAGER

    •Significant hands-on casino experience

    •Deep product management experience

    •Led selection and implementation of cutting-edge casino systems

Advisers

A man with a bald head

Matt Maddox

ADVISER

Matt Maddox is currently the President of Authentic Brands and the former CEO, CFO, and board member of Wynn Resorts during a 20-year tenure. During Matt's stewardship, Wynn was recognized as one of the most admired gaming companies globally. Matt played a pivotal role in the development of Macau into a leading tourism market. Outside of gaming, Matt has deep tech venture experience and was previously an investment banker.

A middle-aged man 
ADVISER

John Lin

John’s career combines deep casino development experience - pioneering markets like Singapore and Macau – and significant experience as a technologist. John is currently the Chief Product Officer of Paceline and he was previously the COO of MyVegas and the Director of Development at Las Vegas Sands.

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