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Illinois' video gaming industry is bigger than most people realize. Since the state legalized video gaming terminals (VGTs) in 2012, the market has grown into a multi-billion-dollar industry spanning bars, restaurants, and truck stops. But for all its scale, the industry has historically operated on relationships rather than data. That is starting to change, and Jeff Rehberger, CEO of Lucky Lincoln Gaming, is one of the people driving that shift.
Under his leadership, Lucky Lincoln Gaming has grown to more than 250 partner locations, approximately 1,500 licensed video gaming terminals, and a team of over 75 employees, making it one of the largest terminal operators in the state.
Rehberger's path to the gaming industry wasn't straightforward. Before taking the head position at Lucky Lincoln Gaming in 2013, he completed internships at the United States Department of Defense and the U.S. Treasury's Office of Financial Stability, where he researched the Troubled Asset Relief Program. He later worked as a consultant at CGI Federal, supporting government proposals and financial systems projects for agencies including the United States Agency for International Development.
His academic background is equally unconventional for the industry. Rehberger has a bachelor's degree in Applied Economics and Management from Cornell University and a master's degree in Economic History from the London School of Economics and Political Science. That combination of quantitative thinking, a historical perspective, and hands-on government experience shaped how he sees business challenges today. While others in the VGT space might focus solely on relationships, Rehberger asks what the data says.
The video gaming terminal sector in Illinois is a regulated, relationship-driven industry. Operators partner with licensed establishments, including taverns, restaurants, and truck stops, to place and maintain the gaming terminals. Their success has traditionally depended on service reliability and trust among locals.
Rehberger isn't walking away from those values, but he is adding a layer that most operators haven't prioritized: technology. Lucky Lincoln Gaming uses artificial intelligence to improve internal processes, inform operational decisions, and manage its growing network of locations and terminals. In a sector that hasn't often relied on advanced digital systems, that difference is a genuine advantage.
Managing 1,500 terminals across more than 250 locations is a logistical challenge. Machines need maintenance, and compliance requirements must be met. Performance data from dozens of venues must be interpreted quickly and accurately. Rehberger's economics background gives him insight into building scalable systems, and his tech investments are a direct result of that.
What sets Rehberger apart is not just what he has built, but how deliberately he built it. Lucky Lincoln Gaming's growth from a small operator to one of Illinois' largest didn't happen through aggressive shortcuts. It happened through disciplined management, consistent service to partner locations, and a steady focus on regulatory compliance; qualities that earn a lot of trust in a licensed industry.
His goal is to reach the top spot in Illinois. Getting there will require continued expansion of the company's location network without compromising on service quality or compliance standards. For Rehberger, those aren't competing priorities; they're both equally important. He's proving that the right mix of economic thinking, modern tools, and operational discipline can reshape even the most established industries.
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