Interactive FUTURE OF CASINO DEALING
entire lifetime value of the player and segment them accordingly. We are then able to recognize these players, even if they have yet to play a sin- gle hand at an online live table.
I also believe you should always give operators as much relevant information about their players as possible. One very interesting research study was conducted with a panel of 1,200 Scandinavian players who were asked about their online gam- ing habits. One element of this huge study focused on the deposit patterns of players, con- centrating on the motivation to deposit money with an online gambling product. Players in the study revealed that only three per cent directly deposited money to play blackjack or roulette, but over 20 per cent deposited cash to make a
It’s therefore very important to
consider the player journey and the opportunities to cross-sell
different products to all types of players. We know from studies that it is relevant to market live online games to sports-book players, and evidence from operators also supports this.
sports-bet. However, we know from the income generated from blackjack and roulette that the sum is actually closer to 15-20 per cent of all deposits. It’s therefore very important to consider the journey that a player makes within your site and the opportunities to cross-sell different gam- ing products to all types of players. We know from studies like this that it is relevant to market live online games to sports-book players, and evi- dence from operators also supports this.
There are, of course, many aspects to consider when looking at conversion rates and it’s compli- cated further when you’re operating across multi- ple countries. There are different playing cultures from country to country - in Holland and the UK, for example, when you’re introducing players to live roulette, there is already a culture of visiting land-based locations to play live tables. In a mar- ket such as Finland, on the other hand, the con- versions are much smaller as players are not as familiar with the live game. However, I believe that it is our job to introduce new players to live casino. One of the things we have done to raise awareness and interest in
human interaction between two people that cre- ates a personal experience and connection.
One of the most important elements in live online gaming is the chat option, as again it creates a link between the player and the dealer. We also have a feature that allows the dealer to recognize our most important players with different colors high- lighted in the dealer chat. Monetary segmentation is very similar within online as it is in land-based,
with table minimums and limits defining where the players want to play. If players want to place large bets it’s very important to have different limit options available to them, which is some- thing that highlights the flexibility of our system, whereby we set up low-limit tables or extremely higher level tables to separate the VIP experience from the beginner. Our key advantage is that we’re able to look at the whole history of the player. Utilizing our database we can see the
the product is to pick a theme where our dealers are presented in a totally different way. For example, we chose a circus theme and using our unique background technology have the stream- ing 3D background images while the dealer is dressed in costume in a ring-master role. It’s proved a very efficient way to attract new play- ers.
We have an opportunity, using this technology, to 9 9
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