PlayUp Consulting is led by Alex Limesand, a commercial and operations executive with nearly two decades of experience in the casino and iGaming industry across North America and Europe. Over that time, Alex held senior roles with major operators including Caesars Entertainment, BetMGM, and Entain, working across both land-based and digital businesses.

That operator experience shapes the way PlayUp Consulting works today. The focus is practical, commercially grounded advice built around how casinos and iGaming businesses actually operate. This includes how teams are structured, how players behave, and how commercial decisions translate into revenue and long-term growth.

Rather than broad strategy exercises, the work is typically focused on helping operators identify where performance can improve, align teams around clear commercial priorities, and put in place the structures and processes needed to execute consistently.

PlayUp Consulting works with operators at different stages of growth, from companies launching in new markets to established businesses looking to improve performance or navigate periods of change.