GPS Casino Gifting Solutions

History & Founding

GPS was founded in 2001 by Steve Raucher, who built the business on the belief that he could create a better promotional products company by combining deep industry knowledge with a personal, service-oriented approach. Starting as a small Las Vegas-based promotional products supplier, the company gradually specialised in the gaming vertical, developing a reputation for reliable execution and innovative loyalty-program design. In 2026, the company celebrated its 25-year anniversary, reflecting on its growth from a start-up to a $200 million-plus marketing partner for top casino groups.

Company Structure & Ownership

Today, GPS is a woman-owned business, certified by the NWBOC (National Women Business Owners Corporation). The leadership team includes founder Steve Raucher, his son Zack Raucher (Chief Executive Officer), and Donna Raucher (Managing Partner). The company’s culture places a strong emphasis on employee-owned values, with a dedicated team of experts spanning strategy, vendor relations, logistics, product development, and marketing. While the exact headcount is not publicly disclosed, the team page lists approximately 20–30 named staff members, suggesting a lean, focused organisation.

Core Products & Platforms

- ezGIFT® – GPS’s proprietary online gifting solution. It allows casinos to create custom online stores with redemption codes, loyalty-point-based shopping experiences, and tailored VIP gifting sites. The platform supports customer retention, acquisition, and employee recognition programs. - Periscope – A customer-acquisition tool that uses data-driven personalisation to target ideal new customers and reactivate lapsed players. It helps casinos “clone” their best guests and deliver personalised offers. - Casino Continuity Programs – Custom-designed long-term promotion calendars that use gifting to incentivise repeat visits and maintain player engagement throughout the year. - 2026 Casino Gifting Buyer’s Guide – A comprehensive annual resource that assists casino marketing teams in selecting gifts, planning budgets, and applying segmentation strategies. It is freely downloadable from the company’s website. - Casino Promotions & Player Incentives – A suite of services for physical and online operators, including VIP-exclusive rewards and mass-market giveaways.

Market Position & Recognition

GPS is described by its clients as an “all-in-one provider of loyalty solutions for the gaming industry.” The company works with casinos across the United States and has a 100% successful delivery rate. Its expertise is frequently sought for advisory on casino-gifting strategies, and its annual Buyer’s Guide is widely used by marketing directors. GPS is a six-time Inc. 5000 honoree and holds SOC 2 Type II certification, ensuring enterprise-grade data security for its casino clients. The company has also earned the Million Dollar Club award ten times.