In this edition of the Industry Insider, we spoke with Hillary McAfee, Owner and Host of MaxBet Podcast, on her career journey, the exciting trends happening in casino marketing, how marketers can stay ahead in 2026, and more.

Walk us through your career journey and how you found your niche in casino marketing and gaming. How did your unique career path prepare you for success?

I got into the gaming industry completely by accident. I wish I had a dramatic origin story, but no. I just fell into it, and like everyone else who somehow ends up here, I stayed. I’m sure there’s a sociologist somewhere mapping out why gaming keeps people forever, but I don’t need that level of self-awareness today.

I started on the influencer marketing side, running campaigns with suppliers and operators who wanted a direct connection to the player. That gave me real insight into what players actually respond to, on a massive scale. I learned how to market land-based, iGaming, real money gaming, on-property activations, and huge, global fan events to millions of players. Because I was moving across so many different brands and verticals, I ended up with a 360 view of how this industry works.

That variety shaped everything. It taught me how to translate between “what the industry wants to say” and “what the player actually cares about.” That became my niche. Now that I’m doing more consulting and media, that range is one of the strongest things I bring to the table.

What inspired you to join the MaxBet Podcast, and how has it helped shape conversations in the industry?

A lot of what I do is simply say yes and figure it out later. It has somehow worked out for me (almost) every time.

I joined MaxBet because I love talking to people and I love learning. The podcast felt like the perfect place to do both. Every episode gives me the chance to sit down with leaders across the industry and ask questions you don’t usually get in a formal setting.

Something interesting happens when people aren’t confined to a panel format. They start to share the stories behind their decisions, the lessons they’re still carrying around, and the parts of their journey that don’t usually make it onto a stage. Those conversations help the industry learn from itself in a different way. And personally, it has become one of the most meaningful facets of my work.

What are the most exciting trends you’ve seen in casino marketing and gaming this year? And what advice would you give marketers heading into 2026?

This year showed a real shift in how operators are blending entertainment, technology, and personal engagement. 

Digitally, there’s movement too. Real-time personalized offers are getting sharper. Mobile gamification is helping operators stay connected with guests even when they’re off property. And there are early signs of a new wave of loyalty experimentation that has potential to completely reframe how players think about status, which is exciting.

Looking ahead to 2026, my biggest piece of advice is to build experiences that talk to each other. When hospitality, entertainment, and technology work together instead of living in their own little silos, the entire guest journey feels elevated. If it feels natural and designed for a real human being, you’re in the right place.

What’s on your G2E highlight reel from this year?

This is tough because I did a little bit of everything. My ADHD got to run the show and my FOMO was the project manager. An exhausting combination that I do not recommend, but here we are:

1. Hosting for SportsGrid came with a lot of memorable interviews, but my conversation with Bill Miller, CEO of the American Gaming Association, was a standout. He’s one of the few executives who can give an honest perspective without sounding overly PR-trained, which always translates into content people genuinely want to hear. I can’t wait for that one to air.
2. Oh, I also met someone who built a betting platform for livestream rubber duck races. It was a perfect reminder of how wildly creative this industry can get. Every time I think I’ve seen everything, someone brings me duck odds.

What’s one thing at G2E this year that made you think, ‘This is why I love this industry’?

I was honestly blown away by how many executive-level people were leaving the expo, hopping in Ubers, and showing up offsite just to record a podcast episode with me during that week. Nobody had a second to spare, yet they still made the time. It’s not lost on me how unusual that is, and it says a lot about the kind of people this industry attracts.