Latent Lift
Latent Lift Advisory · est. 2026

The upside is already in the room.

Latent Lift Advisory is a commercial strategy firm built for the gaming enterprise. We work with land-based casinos, cruise operators, and the multi-brand groups that run them — unlocking the hidden revenue already present in their players, partnerships, and marketing architecture, and converting it into durable, measurable growth.

Based in   Fort Lauderdale, Florida
Focus   Casino & gaming operators
Engagements   Enterprise, selective
I. —
Philosophy

Most casinos don't need more players. They need more of the ones they already have.

Latent lift is the value an operator is already generating — but not yet capturing. It lives in the third-deciles of the database. In the partner relationships treated as marketing spend instead of co-owned yield. In the promotions that pay for behavior you were already going to get.

We were built by operators, for operators. Every engagement is grounded in floor-level credibility and enterprise-level commercial discipline — because the best strategy in gaming is the one that survives the general manager, the loyalty VP, and the CFO in the same room.

The thesis
“Casino is not an amenity. Deployed correctly, it is the most efficient demand channel the enterprise has. We help leaders treat it that way.”
II. —
Practice

Six places the lift tends to live.

01.

Commercial & P&L Strategy

Rebuilding casino as an enterprise yield channel — inventory logic, reinvestment models, floor-level ROI, and the commercial case the board will fund.

  • Yield design
  • Reinvestment modeling
  • Capital cases
02.

Player Development & VIP

Tiering, hosting protocols, segmentation, and VIP programs that set the benchmark — from the top decile down through latent growth segments.

  • Segmentation
  • Host economics
  • Tier design
03.

Partnership Strategy

Joint marketing, player exchange, and co-op programs — across land-based operators, cruise partners, and adjacent gaming products. Designed as co-owned yield, not marketing spend.

  • Joint marketing
  • Player exchange
  • Co-op economics
04.

Loyalty, CRM & Marketing Architecture

Integrating casino into enterprise loyalty without a siloed back door — reinvestment by segment, lifecycle orchestration, and campaign economics.

  • Loyalty integration
  • Lifecycle design
  • Campaign ROI
05.

Signature Events & Demand Generation

The program architecture behind marquee tournaments, bounce-back, and branded IP integrations that act as primary demand drivers — not afterthoughts.

  • Tournaments
  • Bounce-back
  • Brand IP activations
06.

Gaming Technology & AI

Consolidating casino management systems, rating and tracking infrastructure, and the pragmatic integration of AI into marketing and guest operations.

  • CMS consolidation
  • Ratings & tracking
  • AI in production
III. —
Principal

Founded by an operator who came up through the floor.

Martin van der Merwe, Founder & Principal of Latent Lift Advisory

Martin van der Merwe

Founder & Principal

Martin brings more than two decades of progressive commercial leadership across the casino industry — working across both land-based and cruise environments, and moving from the floor through enterprise P&L ownership of multi-brand portfolios.

That full-stack operator path is the firm's point of view: credibility that is earned on the floor, commercial discipline that stands up in the board room, and a refusal to treat casino as an amenity rather than the yield channel it is.

Engagements are taken on selectively and led directly by the principal — never routed through an account team.

IV. —
How we work

Selective engagements. Commercial first. Operator-ready outputs.

i.

Diagnostic

A rigorous look at database economics, reinvestment efficiency, partnership yield, and campaign ROI. We quantify the lift before we prescribe anything.

ii.

Architecture

A commercial blueprint — tiering, pricing, partnership terms, loyalty integration, event calendar — designed around the enterprise P&L, not around a single function.

iii.

Activation

We work alongside your team to deploy. Playbooks, operating standards, and the measurement framework that keeps the lift compounding after we're gone.

V. — Start a conversation

Tell us where you think the lift is.

We take on a small number of engagements each year. If you are responsible for a casino P&L, a loyalty program that touches gaming, or a partnership strategy — and you suspect there is more in it than the current run-rate suggests — we'd like to hear from you.

Email Martin directly →
Principal
Martin van der Merwe
Email
martin@latentliftadvisory.com
Office
Fort Lauderdale, Florida · by appointment
Availability
Currently accepting Q3 engagements