GamePlan Consultants was started over a decade ago by Sudhir Kalé with the intention of offering state-of-the-art tools and cutting-edge consulting to the casino industry. Over the years, the company has conducted qualitative and quantitative research, designed customer service blueprints, offered leadership coaching, implemented customer relationship management initiatives, designed and conducted customer satisfaction surveys, conducted leadership training programs and implemented customer loyalty programs for clients across five continents.

We are a small group of highly qualified individuals who have a passion for delivering practical insights that are grounded in customer culture, organizational capabilities, and the unique realities of each market. Our core group of consultants comprises of Sudhir Kalé, Mark Spence, and Sangita De.


Sudhir Kalé, Ph.D., is a world-renowned authority in the marketing aspects of gaming. He has published over ninety articles on issues related to the marketing and management of casinos. Sudhir has frequently been invited to speak at top gaming conferences and programs such as the Global Gaming Expo (G2E), the University of Nevada (Reno) EDP for Senior Gaming Executives, and the Gaming, racing, and Wagering Conference (Australia). Sudhir’s views on gaming have often been sought and quoted by media the world over.


Mark Spence, Ph.D., is a senior GamePlan Associate and Professor of Marketing at Bond University. Mark has published in top scholarly journals in marketing. He has consulted with companies spanning a broad spectrum—NGOs, high-tech, finance, and market research—to name a few. Mark is adept at using various market research and data analysis techniques to provide executives with crucial industry and customer insights.


Sangita Dé, Ph.D., has been the corporate HRD manager of Wipro, one of the largest IT companies in the world. She is a certified trainer in areas such as the Myers-Briggs Type Indicator (MBTITM) and Neurolinguistic Programming (NLP). Her areas of expertise include organization diagnosis and development, competency modeling, conducting behavioral training programs in the areas of communication and leadership, teaming interventions for senior and top management, facilitating strategy, visioning, and value clarification exercises, and leading quality initiatives such as ISO, PCMM, and Six Sigma. Sangita brings a holistic perspective to training activities.