Analysis
LIVE ONLINE GAMING
themselves and really stand out in terms of the competition." Every online gaming operator wants a clear USP. Branded live gaming creates the casino's own environment, own branding on the Internet. As video consumption over the Internet has grown exponentially, the acceptance of live streamed video gaming is a natural progression, a convergence of the digital world with real human interaction.
"We can tailor a player's experience to a very individual offering, conversing with the player - personalising promotions and sending individual messages," stated Mr. von Bahr. "It's a very effective way to create loyalty and as a software provider we have the possibility to add real value to the player's experience. You can target your offer too towards different players, attracting a new audience. It's a very compelling experience. The offer can be tailored to the type of player the casino is targeting; casual players, real gamblers,
those who have never before considered playing online. The experience of playing live online is attracting a new audience that are taking their first steps into gaming as a consequence of this enhanced offering."
The technology, as the company name suggest, is continually evolving. Catering for the whole of Europe and certain parts of the world, Evolution offers 'as good as it gets' video feeds, promising its customers the very best experience technology can provide, which in itself is a moveable feast. Evolution dedicates major resources to continued investment in its IT infrastructure. The barrier to entry has now become so high that creating a system and staying at the forefront of this technology requires constant reinvestment in the hardware and software that enables it.
ANATURALEXTENSION Naturally, the better the bandwidth of the
G3i I ISSUE 2 I PAGE 44
“The appeal of live play is that it's far more entertaining and interactive.
Players can chat to other players and with the dealer, and I
think for high rollers, they have complete
trust in the systems. It's such a familiar
real-time experience that they have a very positive correlation withmaking bets online as in the casino."
Jens von Bahr, EvolutionGaming.
player (the faster their connection), the better their overall experience. However, Evolution is striving to improve and enhance everything at the other end of the pipe, whereby in the next couple of months there's to be a major release featuring new versions of all its games, with a promise that they'll be 50 per cent faster and more user-friendly.
"The appeal of live play is that it's far more entertaining and interactive," explained Mr. von Bahr of the attraction to players of the live experience. "Players can chat to other players and with the dealer, and I think for high rollers, they have complete trust in the systems. It's such a familiar real-time experience that they have a very positive correlation with making bets online as in the casino." It's a model that's definitely struck a chord with players. One player with one operator recently recorded over €50m in turnover in a two week period solely from live gaming play.
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