Hospitality technology firm UrVenue has been named the 2027 Global Gaming Business Gaming & Technology Award winner for Best Consumer Service Technology, with judges citing its Venue Management Software and its ability to turn premium resort spaces into bookable, revenue-generating inventory.
The award was presented at Global Gaming Expo (G2E), held Sept. 28 through Oct. 1 at The Venetian Expo in Las Vegas. Winners were selected by an independent panel of gaming industry executives and experts.
The Golden Nugget Case
The centerpiece of UrVenue's award submission was a live deployment at Golden Nugget Lake Charles, where the platform now powers sportsbook seating reservations. The property uses the software to let guests select and reserve preferred seats ahead of major games and sporting events, while giving operations teams real-time control over inventory, capacity, and premium offerings.
"Providing a seamless guest experience is a top priority for us, and this platform makes it easy for guests to reserve their preferred sportsbook seating," said Joseph Florentino, Vice President of Marketing at Golden Nugget Lake Charles. "It also gives our team the flexibility to manage inventory effectively and enhance the value of our premium seating offerings."
The deployment reflects a broader challenge for integrated resort casinos: restaurants, pools, lounges, dayclubs, nightclubs, cabanas, and entertainment venues all carry significant revenue potential, yet that inventory has historically been hard for guests to discover and equally difficult for operators to merchandise at scale.
Why Operators Are Taking Notice
UrVenue's platform addresses a gap that resonates well beyond gaming floors. For hospitality operators managing high-demand amenities — from rooftop bars to poolside cabanas — the inability to convert guest interest into confirmed reservations represents a measurable revenue leak. UrVenue's Venue Management Software and its UrResort Property Experience Management System (PXMS) aim to close that gap by connecting discovery, booking, and operational management in a single workflow.
"Gaming resorts have an extraordinary amount of valuable experience inventory, but historically much of it has been difficult to merchandise and book," said Tracee Nalewak, Chief Growth Officer at UrVenue. "Golden Nugget Lake Charles is a great example of what happens when operators make that inventory accessible to guests while giving their teams the tools to manage it effectively. The result is a better guest experience and a stronger revenue opportunity."
The implications extend naturally into food and beverage programming. Resort dining rooms, chef's table experiences, and branded bar concepts face the same discoverability problem — guests often cannot find or commit to premium F&B experiences until they are already on property, limiting upsell potential. Platforms that integrate restaurant and hospitality technology into a unified booking layer stand to capture a growing share of operator attention as resorts compete on experience differentiation.
What's Next
The GGB recognition positions UrVenue at the intersection of two accelerating trends in hospitality revenue management: the push to make non-room amenities as bookable as hotel beds, and the broader industry effort to reduce friction between guest intent and confirmed spend. For resort operators evaluating their own experience inventory strategies, the Golden Nugget Lake Charles sportsbook model offers a concrete, already-live proof point rather than a theoretical framework.
UrVenue's technology currently powers nightclubs, dayclubs, lounges, and special events through its VMS, while UrResort serves hotels, all-inclusive properties, and integrated resort casinos.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
