Interactive FUTURE OF CASINO DEALING
“Land-based is more about
entertainment and service now. Online is now its own concept, whereas when it started it was just another product
bookmakers would add to their casino products.”
land-based and online dealing in recent years?
ANDRES: Land-based is more about entertain- ment and service now. Online is now its own con- cept, whereas when it started it was just another product bookmakers would add to their casino products.
HELEN: The online environments have changed quite a lot in terms of both branding and location. Overall, we continue to see a strong trend towards dedicated environments. In terms of where the
live studio is sited, while you can play online in green-screen locations there are also online set- ups now within land-based casinos. At first these in-venue live studios were in response to legisla- tive restrictions but now they are also used solely for strategic business reasons – to build brands, to create high-profile multi-channel service offer- ings and to serve new player acquisition and loy- alty programmes.
In Spain, our Spanish Roulette service grew out of the legal requirement, as online Live Casino was only permissible in this jurisdiction if streamed from a licensed casino on Spanish soil. Spanish Roulette is a shared service with the ability for different operators to customise the backdrop and present their own branded Ruleta en Vivo service.
More recently, in Italy, we have created an in- venue Live Casino studio on the slots floor of Casinó Campione d’Italia. There was no legal requirement to stream from a local studio in this instance. Instead, Casinó Campione d’Italia took the strategic decision to stream Live Casino from their own land-based venue to extend their serv- ice offering and to attract online players to what is
a stunning land-based venue and location.
As stated earlier, these in-venue studios give high visibility to the online Live Casino service. Brands can use such a facility to maximise exposure, to build on their brand strength and to drive two- way revenue opportunities – from their extensive existing databases and from new players acquired online.
What have been the technological developments that have had the biggest impact on the way games are dealt online?
HELEN:Generally HD [High Definition Video] and 4G. Both are developments that Evolution sees as central to the delivery of a flawless and truly engaging multi-channel entertainment experi- ence for players. We also have a number of pro- prietary developments implemented in our sys- tems to optimise the performance for our games and dealers. Many are imperceptible to the player but they make the games faster and allow more rounds per hour – and with less ‘dead’ time and faster game flow, online players stay engaged for longer.
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