LIVE ONLINE GAMING Analysis
shores the opportunity to continue to play while travelling and at home (where jurisdictions allow), in order to vastly lengthen their time with those players. The live environment providing a logical bridge between the land-based and online player experience. "If a player in a land- based casino could cash in their chips and have that money deposited in an online account that they could use to play remotely, how much of that cash could the casino recoup in continued play?" asked Mr. von Bahr.
There's a perception that online gaming is about volume rather than VIP, but with the live gaming offer, Evolution believes that by replicating the land-based environment, casinos can offer the same experience to their most important customers wherever they travel. "Think about the well known ratio that five per cent of a land-based casino's players generate around 95 per cent of their profits. Now tailor your online offer to those five per cent," described Mr. von Bahr. "Provide them with a VIP service that allows them to play their favourite games when they return home and you very quickly begin to justify your investment. You are not cannibalising your revenue stream but rather prolonging the lifetime of that player with your casino."
ABRIDGEBETWEENTWOWORLDS The picture Evolution paints is of a land- based operator in London, for example, offering its high-rollers from foreign
As a marketing tool, live online gaming is a hugely effective and cost-efficient solution. In regards to the online gaming operator, a live gaming offer is the best way to localise their offer in new geographical regions. For a land-based operator seeking to enter new markets, attract new players with their offering in new countries, the live online gaming experience is as close to the representation of its brand, as close to creating a land-based location as is possible without laying a brick.
In regards to the issue of security, Evolution faces exactly the same issues as a land-based casino and uses the same tools. CCTV monitors and records the dealers and checks every hand, storing the records for six months. Every click on every bet is also recorded for six months alongside the video clips and surveillance footage. "The security requirements are just as thorough as in the land-based industry," stated Mr. von Bahr. "We have a gaming licence in Alderney, we are eCOGRA certified and presently we are in the process of licence certification in Malta and with the AAMS in Italy. These are substantial investments for us, but necessary to guarantee complete peace of mind for our customers."
G3i I ISSUE 2 I PAGE 45
Such has been the upsurge of interest in live gaming online that Evolution Gaming has grown by 100 per cent in the last 12 months and has claimed the majority of the market-share in Europe.
Jens von Bahr,
EvolutionGaming. “It's not just about
making those offline clients into online clients, but about attracting awider
audience to offline. Offer your online customers
incentives to visit your land-based
locations and your branded online
casino becomes an
intermediary step to preparing that
player for land- based play."
LINKINGTHEEXPERIENCETOGETHER There is a new generation of players that have never visited a land-based casino whose only knowledge of casino games is from the Internet. They have become familiar with playing live games online and Mr. von Bahr believes this extends the opportunity to play those games in land-based environments too. "Two-way marketing from the Internet to land-based locations and vice-versa is now taking place thanks to live online gaming," said Mr. von Bahr. "It's not just about making those offline clients into online clients, but about attracting a wider audience to offline. Offer your online customers incentives to visit your land-based locations and your branded online casino becomes an intermediary step to preparing that player for land-based play."
Live gaming is an instantly understandable concept for land-based operators to grasp in the context of online gaming. It's exactly the same live gaming experience piped down a video-feed into a player’s PC. Who that player is and what kind of experience the casino wants them to have is completely their choice. Whether it’s to attract a new audience to the land-based location, extend the opportunities to play of VIP players, or reinforce the brand with a must-have complementary experience on the Internet, the recreation of land-based gaming online is something that is here to stay. And as technology continues to improve, are you going to be the last operator in town to offer this experience to your customers?
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