Interactive MOBILE/ONLINE/LAND-BASED
I believe that a traditional attract a new type of player to live
table games. It is a unique entertainment offer, something different and without the intimida-
tion that can greet first-time players. We have had a fantastic success with new players having run these themed events on a monthly basis, and it’s something that I’d like to do as a continuous segmented product to raise the exposure of the online live game. I believe that live gaming is about the performance, entertainment and the delivery of a different type of experience from RNG products. Dealers understand from the start that they are not just there to deal cards and spin a wheel - they are performing to a live audience. Add to this live element instant rewards and jack- pots and you have a product that can cater for the complexity of player choice and variety, while looking at the studio product in a very different way.
For me, we can replicate the land-based game in exacting detail, and we have a segmented product for that, but there is also the opportunity to take the player from their everyday life and offer them something new to play. I think this type of product offers both variety and a unique experience. I would say this is a fresh approach and a new form of entertainment for a new player. In the past online operators have sought to replicate the land-based experience. However, more and more players are coming from an online world and they don’t visit land-based casinos. If someone is look- ing for a land-based casino experience, they can
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find that channel on the NetEnt casino platform - but that’s the same across the board.
At NetEnt we very much believe that live casino will gain more ground in the next five years and be a main driver of operator growth. The catalyst for this growth, in my personal opinion, is player engagement. How do you create a different type of segment without losing the traditional values of a land-based casino? The only way to do this is by not sticking to the rules dictated by the physical environment. We have the technology to utilize Chroma-key to its full potential. I believe that more and more players are coming to online gam- ing with trust in the online environment. I think we can adjust player motivators to attract players to a more entertaining and exciting live gaming offer. We can offer circus and space ship promo- tions. Just as Chroma-key can create traditional environments responding to the needs from the VIP audience, we can bring new volumes of play by targeting younger online players with a vibrant and modern take on the live game.
The gaming industry is naturally very conserva- tive. We are trying to push the boundaries to enable operators to connect with a younger demographic. We believe that this audience does want to interact with real live people dealing to them online, but we can offer them something much softer, more entertaining. We know that these players have lifetime values that are not far from those considered VIPs in today’s casinos. We
approach limits the potential player-base. I think we can
break out of this pattern of the traditional presentation of the land-based table gaming
products and take an interesting new route that offers new channels to new players.
believe that the current conservative approach isn’t reaching these players and this lack of seg- mentation is a lost opportunity. I believe that a live experience with instant rewards, chat func- tionality and attractive jackpots is the right com- bination to attract a new generation of players, so long as it’s presented in a new and entertaining way.
I do see that there is a need to simulate the land- based experience for a large audience of players, yet NetEnt wants to engage with an even broader audience. I believe that a traditional approach limits the potential player-base. I think we can break out of this pattern of the traditional presen- tation of the land-based table gaming products and take an interesting new route that offers new channels to new players. I think this is the start of a transition phase for the online live gaming offering and one that will be shaped by the NetEnt online live gaming product.
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