As more companies turn to live dealer gaming for extra revenue, Jenni Shuttleworth looks at its appeal and speaks to a number of companies to find out how it is bridging the gap between online and land-based
Live casino is one of the fastest growing sectors of the online gaming industry, so naturally an increasing number of operators are looking to capitalise on the market opportunity.
And as the live dealer industry matures, more and more companies are investing in products that will operate in multiple jurisdictions.
Helen Hedgeland, head of marketing at live casino provider Evolution, told iNTERGAMINGi: “With many markets re-regulating, operators are keen to win market share as quickly as possible by introducing a full online offering.” Evolution Gaming was formed as a live dealer gaming company in 2006 and has production studios in Riga, Latvia.
Hedgeland continued: “Go to the websites of the leading gaming operators and frequently you will see live casino as a standalone menu tab. That highlights how valuable and important live casino is to these operators.”
The platform can also give the operator a great deal of flexibility. “There’s huge scope for operators to customise and localise their offering,” said Hedgeland. “They can offer live promotions to attract and retain players. They can create special events, offers and live draws around major sporting events, such as Euro 2012. They can also cross-promote other events and services. The live casino can effectively be used as a live and interactive marketing channel.”
As technology advances and player demands increase, companies want and need to make a greater and more sophisticated range of products. “Live games can generate bigger revenues since they attract high roller players who are used to spending more money for every single game,” said Angelo De Gobbi, sales and marketing manager at MediaLiveCasino, an online casino software provider that has a state-of-the-art studio based in Malta.
This feature can be read in full in the fourth 2012 edition of iNTERGAMINGi
