Insight CASINO CAMPIONE D’ITALIA
Gionata La Torre, VP Business Development and CEO Italy, Evolution Gaming
unique atmosphere in an online space, means that land-based casinos aren't playing second- fiddle to big budget branded online casinos, but are instead able to show what makes playing on a live casino floor such a special experience.
"If every land-based casino took their gaming floor online, where the online brands struggle to offer real differentiation, land-based locations by their very nature can offer unique experiences," describes Mr. La Torre. "This is one of the advantages that land-based can use in the online space. If you arrive late into a competition, you have to use all the tools at your disposal, and the best opportunity for land-based casinos to really go online with meaning, is to offer their live casino experience as part of an online solution for players."
Since only Italian citizens holding a passport can play online with Campione, it's a restriction that means that Campione can't draw upon its advantageous physical location close to many borders. However, Mr. La Torre believes that it can use both its brand and the scant amount of casinos across Italy, to attract players from right across the country. "I think a major factor that will drive play is the question of trust," says Mr. La Torre. "To play on the Casino di Campione website, owned by Casino di Campione, and streamed live from Casino di Campione, ticks all the confidence inspiring boxes and responsible gaming elements wanted by players."
THE PHYSICAL ONLINE SET-UP In-venue live casino gaming offers two different
set-ups. The first is dual-play, whereby the same physical table accepts bets from the physical table and dealer, with a camera streaming the live gaming play. The alternative is pure play,
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whereby there's an aligned studio on the main floor, where the physical player cannot interact with the online tables at the casino and where they cannot make a physical bet (though they can place bets on their mobile phone).
"There are pros and cons to both methods," describes Mr. La Torre. "If you go down the dual play route, you save some money by utilising the same tables and the same square meters, while effectively doubling revenue with the same dealer. On the other hand, doing something like this, in my opinion, sacrifices the online experience. The dealer cannot interact with the online player; the camera shot is from a single perspective and can only be from the above. You then encounter problems with privacy, whereby you must display a disclaimer at all times. So the risk is that the table will not be crowded by physical players."
However, using dual-play you can exploit the same asset without the additional investment to recruit new staff and buy new equipment, and you can save the space that would be another table or slot. If you visit the studio in Campione, you see the studio is sited within the main trading floor. Physical players can see the games as they happen live, which Mr. La Torre believes is another attraction/spectacle for the casino.
"We recommend that operators place the live studio on the main floor, where every player gets to see the action," says Mr. La Torre. "There's no point in hiding the tables away in a VIP area, players want to see what's happening on those tables. To me, it's a fantastic marketing exercise. It is the physical casino experience, but in the online space."
“Casinos need to connect with a new generation of players online. The players going to the casino are getting older, and you really want to avoid what happened to horse-racing in Europe. Horse racing has become a virtual racing medium in Italy. I'm not saying casinos will go the same way, but we have to think ahead 10 years and imagine how the next generation of players want to experience gaming.”
Where legislation allows, this is a solution that could suit every casino. In a market such a Macau, for example, where online is not yet regulated, intra-resort on-live tables could be a huge hit and a perfect workaround for the table cap: mobile live dealer baccarat, within the casino walls, could make sure that every player enjoys a piece of the action. . "Every casino can do it," states Mr. La Torre. "You just need to find a place in your casino that is visible for the rest of the players. You can't ignore the fact that the Internet and online gaming exists, so why not utilise your existing assets in that environment and exploit your unique differentiation to extend your player reach," continued Mr. La Torre.
"Casinos need to connect with a new generation of players online. The players going to the casino are getting older, and you really want to avoid what happened to horse-racing in Europe. Horse racing has become a virtual racing medium in Italy. I'm not saying casinos will go the same way, but we have to think ahead 10 years and imagine how the next generation of players want to experience gaming. While many still fear the internet, believing that players won't visit a location if they can play online, it's clear that instead, the barriers to entry are falling thanks to innovative approaches from forward-thinking casinos such as Casino di Campione. This location is already one of the best in Europe and its new live casino offer will help more players than ever to enjoy and appreciate its unique gaming offer.”
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