The award
Global Gaming Business named UrVenue the 2027 Gaming & Technology Award winner for Best Consumer Service Technology. GGB published the winners on 22 September 2026 under the heading GGB Announces Gaming & Technology Awards Winners 2027. UrVenue took the category for its Venue Management Software. Bella Virtual Concierge, from Object Studio, was the runner-up in the same category.
The awards are presented during Global Gaming Expo, which runs from 28 September to 1 October 2026 at The Venetian Expo in Las Vegas. GGB reports that an independent panel of gaming industry executives selected the winners across six categories.
The deployment named behind the award
UrVenue's award submission highlighted one property: Golden Nugget Lake Charles. The Louisiana resort uses the platform to let guests reserve preferred sportsbook seating, and the property gains control over the inventory behind those seats and over its premium offerings.
Joseph Florentino, vice president of marketing at Golden Nugget Lake Charles, said the platform makes it easy for guests to reserve their preferred sportsbook seating. He said it also gives the team flexibility to manage inventory and to enhance the value of the property's premium seating offerings.
The property behind the case
Golden Nugget Lake Charles is a 242-acre waterfront casino resort on Golden Nugget Boulevard in Lake Charles, Louisiana, owned and operated by Landry's. Its own sales fact sheet lists Louisiana's largest sportsbook, the DraftKings Sportsbook, and an H2O Pool + Bar complex with a lazy river, cabanas and daybeds. On room count the two published sources disagree: the fact sheet states 1,100 rooms and suites, and the resort's Wikipedia entry states 1,038.
The seat and daybed inventories are the bookable experience inventory the award submission names. Each occupies floor or deck space the property already holds.
What UrVenue sells
UrVenue describes itself as a hospitality technology company that enables venues, hotels and resorts to sell, operate and distribute experience inventory. Its Venue Management System runs nightclubs, dayclubs, lounges and special events. UrResort, the company's Property Experience Management System, serves hotels, all-inclusive resorts and integrated resort casinos. The company states that the platform gives operators visibility and control over inventory, availability, capacity and pricing, and gives guests a single path to reserve.
The operator read
Tracee Nalewak, chief growth officer at UrVenue, framed the result around stock the property already holds. She said the guest experience extends far beyond the hotel room, and that gaming resorts carry a large amount of valuable experience inventory that has historically been difficult to merchandise and book. She named accessibility to guests plus management tools for the property team as the two halves of the result.
That is the proposition an operator can test. A sportsbook seat, a pool cabana, a daybed and a lounge table each consume space and each carries a price. Sold as a named, timed, capacity-limited unit, one asset can be priced more than once, and a premium seat on a major game night carries its own price.
The same layer sells a daytime block
A pool cabana sold for an afternoon is day-use inventory under a different label: a defined block, a defined price and a defined capacity. The booking layer that holds a sportsbook seat holds a pool daybed as well. A property that already sells daytime access to a pool, a gym or a spa can put that access on the same rail.
The control the vendor claims matters most on the marginal hours. Capacity, availability and pricing sit with the property, so a slot that is not selling can be re-priced without a phone call to a guest who is already on site.
What the award does not settle
The GGB announcement carries the category winners, the runner-up and the judging panel. It publishes no deployment figures for Golden Nugget Lake Charles: no seat counts, no revenue per seat and no adoption rate. UrVenue's own announcement names the deployment as a use case from its submission, so the property detail arrives from the vendor.
Neither document reports which property systems the reservation layer writes back to, how a held seat is released when a guest does not arrive, or how a price changes as game-day demand moves.
What to measure
Track booked against held seat counts, revenue per bookable seat, average spend per reservation, no-show rate on reservations, and the share of premium inventory sold direct. For a daytime block, measure the same set against pool and daybed capacity, and compare it with the walk-up revenue the same space produced before it was bookable. The account above is taken from UrVenue's own announcement and from GGB's winners announcement.