of how to play casino games or how to interact with the dealer, for example.
a two-way stReet “This two-way marketing model – from the internet to the land-based venue, and vice- versa – is now critical,” says von Bahr. “For land-based casinos, it’s about more than just converting offline clients into online clients. It’s also about attracting a wider audience to the land-based venues. One way of doing this is to offer online players incentives to visit. In this way, your branded online casino becomes both part of a coordinated multi-channel experience and a vital step in preparing the online player for land-based play. ‘Multi- channel’ has been a focus area for the retail sector for years, with the challenge being to offer a seamless experience centred on customer needs. The same is happening in gaming.”
In the case of Evolution Live Casino, it is quite clear that the introduction of live dealer gaming is complementary to existing operator activity. But “complementary” is perhaps too neutral a word – the introduction of Evolution’s Live Casino has proven repeatedly to generate new revenue and also to regenerate and reactivate existing and lapsed players.
So far, so good. But in the context of the quantum leap seen in the last five or so years, where is live casino today, and where is it heading?
casinos developing their online offer – live casino has driven incremental growth.
According to von Bahr: “Pure online operators worried that if they offered live dealer gaming their RNG games bottom line would be eaten into as a result of RNG players moving across to the live games. What has actually happened is that the introduction of live games to online operator websites has generated only incremental revenues. Online live casino play appeals to a new category of online player – the kind of players who previously would not have thought about playing casino games on the internet.”
ReplicatinG land-Based quality online Land-based casinos have seen equally positive effects in terms of incremental revenues. However, von Bahr is keen to point out that online is about quality of players not simply quantity.
“There is still a perception amongst some land- based operators that online gaming is about volume not VIP. But what Evolution offers is the ability to replicate the land-based environment online. We can provide a land- based casino’s VIP players – the most important segment in revenue terms – with a VIP online service that allows them to play their favourite games when they return home and from virtually any internet-connected
laptop of PC, wherever they happen to be in the world (where jurisdictions allow, of course). Such an approach doesn’t cannibalise your revenue stream – it extends the lifetime of that player with your casino, adding more value to the relationship and building strong customer loyalty.”
But that’s only the beginning. As we see on an almost daily basis in the news, the internet is an incredibly powerful and pervasive medium. von Bahr points to a whole new generation of players (in probability, multiple generations) that have never visited a land-based casino and whose only knowledge of casino games comes from their experience on the internet.
Such customers are now familiar with playing live games online (or can very quickly become so if they have not played before). This extends enormously the opportunity to attract new players to the land-based venue where they can play those same games and not feel intimidated as newcomers with no knowledge
theRe is still a
peRception that online GaminG is
aBout volume and no vip.
Technology is continually evolving, as are local gaming markets. As a consequence, Evolution has developed a stand-out world- class offering that seamlessly blends technology and locality.
von Bahr explains: “We promise our customers the very best experience technology can provide, but technology is itself a moving target. We continue to invest in IT infrastructure to keep us at the leading edge, but for others the barrier to entry has probably become prohibitively high.”
Rapid localised solutions “Also, gaming markets in Europe and beyond are very much in a state of flux, with a great deal of local focus on change. Our technology and solutions been developed specifically to provide cost-effective localisation, which is a key way for operators to differentiate and attract and retain high-quality, loyal customers. Our technology is flexible so we can respond rapidly to local market needs and secure early-to-market advantage for our licensees.”
Developments in the Italian gaming market serve as a good example. In Italy Evolution recently became the first Live Casino to be approved by AAMS (Amministrazione Autonoma Monopoli di Stato). This enabled a number of Evolution licensees – international brands as well as local concessionaires – to go
9
intRoduction
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68