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EXTREME LIVE GAMING


A new dealer enjoying the ‘training room’


“I still do a lot of our prototyping. Some of the concepts you’ll see here are based on my ideas. I’ll show you some of the unique features - and they are unique - that I’ve decided to incorporate in our live element, because from my point of view it’s still emerging not only as a product but as an acquisition tool. I think what better way can you entice players to join than having it presented to them by someone they can engage with. “With a lot of operators [outside of gambling] the


first thing that happens when you enter their site is that a box pops up asking “can I help you?” - It’s immediate interaction because users do need that slight guidance. With gambling, players don’t really want to be harassed all the time, which is different from an insurance site for example where you get that help pop-up so that you can chose. “So there is that kind of delicate balance of how


you approach and utilise the engagement factor on live casino; you can’t go overboard because it’s mass market so there could be a lot of players but they are low revenues, whereas the VIPs are fewer players but represent the higher revenue, which is actually what you’re targeting - that‘s how you survive as a company and as an operator. “That’s the kind of balance I’ve brought here by


having been a B2B provider with Ho gaming and Evolution, and now becoming a B2C as I was at Smart (although they’ve moved away from green screen - they have a practical studio with a flat screen - whereas with me I’ve actually leveraged the green screen quite a lot and you’ll see it on the products).


I ask Darwyn what it is he felt was/is missing from


existing live casino products. “I saw a gap as far as being able to provide a live product that’s much more entertaining. When I did the full-screen product, PlayTech just copied that. The only difference now between these companies is the ability to cross sell. With an online operation you’re primary product will be your sportsbook or your casino, not a live casino. What we’re trying to do is somehow leverage the main products to get you to the extra products - the Live Casino - that’s your main challenge. That’s why I’m saying that Live still hasn’t been utilised effectively, because you don’t see, for instance, a live presenter on the sports book page.”


Because of Darwyn’s experience at Evolution, the


integration time at Extreme Live Gaming is fairly short. “For us it’s simply branding, and that’s what’s good about it; we can just rebrand and change the skin so we don’t have to really do much technically at our end. The reason I chose green screen is because it means we can have unlimited branding on the same tables.” I ask if there’s a risk that the more you do to a


‘pure’ game like Blackjack, the more you potentially risk turning traditional players off? “There is a balance,” says Darwtyn, “but the market is changing now anyway purely because people these days can multitask; people are used to reading 17 things at once, they’re used to playing multi-games. That’s why I think to have a balance is the challenging part of it, but fortunately everyone these days are used to using


SEPTEMBER 2015 81

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