US tribal gaming operators are preparing for iCasino expansion, with Seneca Gaming outlining strategies during the Next Summit New York.
US tribal casino operators are gearing up to face online expansion after Seneca Gaming outlined its preparations for a potential shift toward iCasino in New York.
Kimberlee Dunlop, COO of the Seneca Nation’s Seneca Gaming Corporation, is adamant that online casino gaming will eventually be approved in New York.
From her perspective, the debate no longer centres on whether it will happen but when.
While the panel focused on the prospect of increased competition for tribal operators, there was no discussion about New York’s plans to add three downstate casinos.
What is Seneca Gaming?
Seneca Gaming’s operations focus primarily on its three land-based casinos in western New York – the Seneca Niagara Casino & Hotel in Niagara Falls, Seneca Allegany Casino & Hotel in Salamanca, and Seneca Buffalo Creek Casino in Buffalo.
For tribal operators, the issue now is preparation. Existing retail properties still need to generate strong revenue, even as the broader market slowly edges towards online.
Dunlop said that the tribe recently reworked its management structure, shifting toward centralised operational “centres of excellence” to oversee gaming, food and beverage, and resort operations.
Seneca Gaming opened its first casino in Niagara Falls in 2002 under its gaming compact with New York State.
Additional properties followed in Salamanca and Buffalo, creating a regional presence that now faces growing competition.
According to Dunlop, there are many more gaming competitors in the area. The number of venues has risen from less than 10 to more than 50 in the last 20 years.
The tribe began sports betting on its properties on New Year’s Eve in 2019.
However, the COVID-19 pandemic soon followed, which temporarily closed sports venues and hindered the beginning of sports betting in the state.
Mobile sports betting began in the state in 2022, which moved the betting online.
iCasino only one part of a larger gaming picture
Dunlop said retail sportsbooks at Seneca properties now serve more as entertainment features than major sources of revenue.
She expects a similar pattern once New York legalises online casino gaming. Tribal operators are examining how digital platforms could work alongside their land-based casinos, rather than replace them.
One strategy centres on improving the overall property experience. Seneca Gaming has launched a multi-year investment programme aimed at renovating facilities and upgrading amenities across its three casinos.
Dunlop said another shift is happening at an operational level. Data and analytics are playing a larger role as casino companies weigh how traditional properties could function alongside future online gaming.
Across the industry, operators now rely more heavily on AI systems to review player activity and shape promotional campaigns around observed behaviour.
At the same time, tribal operators are putting greater emphasis on the overall guest experience. Dining, live entertainment, and nightlife have become important draws that help keep visitors coming back.
Industry surveys reflect that change. Many casino guests now visit primarily for restaurants or entertainment, with gambling only one part of the overall outing.
Executives speaking at NEXT NYC 2026 believe operators who successfully connect their online platforms with on-property experiences will have a clear advantage.