Insight CASINO CAMPIONE D’ITALIA THE TRUE CONVERGENCE OF
THE CASINO GAMING FLOOR Casino Campione d’Italia is utilising Evolution Gaming’s in-venue studio to present its unique land-based casino experience, live on the Internet
Land-based gaming comprises the largest portion of the gaming sector in the Italian market, accounting for 95 per cent of all revenues from gaming. Having restricted its online market to Italian-only players, both online gaming suppliers and land-based operators are seeking new avenues into the gaming market in Italy.
Speaking to Gionata La Torre, VP Business Development and CEO Italy at Evolution Gaming, he explained that in the last 18 months Evolution has received multiple enquiries and interest from land-based casinos regarding its online live casino solution. "In the past, these enquiries were practically non-existent," said Mr. La Torre. "Land-based operators have viewed online gaming as a threat, which is cannibalising their land-based players. The shift in opinion, however, has been significant and the catalyst has been 'innovation by legislation.' If you look at a market such as New Jersey in the US, or Spain in Europe, legislation has been used to protect land-based businesses. In Spain and New Jersey, legislation ensures that online live casino gaming must take place from a physical casino."
To offer online live casino gaming in a market such as Spain, legislation dictates that operators cannot offer players remote studio-based gaming, but rather play must take place in a physical licensed gaming location. 'Innovation by legislation,' as described by Mr. La Torre, is the progression of a market through legal constraints, which in turn drives progress through the necessity to innovate.
While the vast majority of Evolution clients are happily served by remote studio-based solutions, the success of the 'in-venue' studio in Spain has attracted the attention of operators in markets unconstrained by legislative requirements. The Italian casino market can only offer services to Italian players, but operators can utilise off-site studios to deliver an online live casino experience. However, Casino Campione has
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Carlo Pagan, General Manager, Casino Campione d’Italia
“For a land-based casino to venture online and offer the
same product as everyone else is unthinkable. Not only do they have an established brand, but physical tables and staff in an existing location.”
“We have a truly world-class venue here, from which we are committed to delivering a truly world-class multi- channel Live Casino service. We want our players to be able to enjoy the unique Casinó Campione d’Italia experience when they visit in-person and also on their computers, tablets and smartphones when they are maybe hundreds or thousands of miles away.”
sought to attract even greater visitor numbers to its Lake Lugano location, by streaming a comprehensive online Live Casino service in real time from the in-venue studio.
Explaining his strategic vision, Carlo Pagan, CEO of Casinó Campione d’Italia and European Casino Association (ECA) Board Member, said: “We have a truly world-class venue here, from which we are committed to delivering a truly world-class multi-channel Live Casino service. We want our players to be able to enjoy the unique Casinó Campione d’Italia experience when they visit in- person and also on their computers, tablets and smartphones when they are maybe hundreds or thousands of miles away.”
He added, “Just as importantly, we see Live Casino as a key strategic tool and marketing channel with which to attract new demographics to our core business, the land-based venue. This is about online and offline working very much hand in hand to drive incremental revenue.”
Evolution has provided Italy's Campione Casino with an online gaming offering tied to its own casino floor utilising the live real-time feed from Evolution. The live studio, which is showcased on the slots floor, comprises three Live Casino tables –Roulette, Blackjack and Baccarat. Staffed by a dedicated team of dealers and pitbosses, the tables offer online Live Dealer gaming to existing and new Italian customers. Space has also been allocated on the floor for a fourth Live Casino table, likely to feature an additional card-based game.
Casinó Campione is also harnessing generic tables, located at Evolution’s central Live Casino production studios in Riga and Malta, to provide extended choice for players. These 24/7 shared tables, which went live in early June, have already given players a taste of the new online services available from Casinó Campione.
"If you look at the online gaming marketplace, pretty much everyone is offering players the same things," comments Mr. La Torre. "For a land- based casino to venture online and offer the same product as everyone else is unthinkable. Not only do they have an established brand, but physical tables and staff in an existing location. Most importantly, a very identifiable physical location, which is their major point of differentiation. Land-based locations can leverage both their existing clients and physical location to offer something unique. While purely online brands offer little differentiation beyond their website, land-based has everything it needs to provide a great online live casino experience for its players."
Working with Campione, one of Europe's largest and most prestigious casinos, Evolution has seen the shifting attitudes of land-based casinos towards online gaming. Casino Campione has combined the opportunities and unique qualities that physical locations bring to the online sector, with the online live casino environment. Here,
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