Custom Live Casino Environments Eeze
BRANDED TABLES
GRAEME POWRIE Chief Commercial Officer Eeze
Custom live casino environments have become one of the most talked-about routes to differ- entiation in online gaming.
Providers and operators alike are investing in
tailoring the live experience, from branded tables to full studio builds. But beyond the visuals, a more important question remains: what actually delivers value?
Customisation in live casino serves three strategic purposes: brand ownership, player experience and commercial management. At its core, the key components of a strong live casino offering don’t differ too much. Its roulette, blackjack, bac- carat, and maybe one or two other card games. Its games that have filled floors since the first land based casino’s opened their doors.
However, making that stand out as a provider
and standing apart from competitors, can be dif- ficult. Similarly, for operators, how can you engage players when the games are fundamentally the same?
Custom environments and branded tables have
become a big way to attract eyeballs. Everyone talks about differentiation, but in practice, not every approach delivers it. Having a bespoke en- vironment that reflects your brand, has become a key asset to keep players engaged.
160
Branded tables started out as a fairly simple con- cept. Add a logo, adjust the colour palette, and create a sense of ownership within a shared en- vironment. Tat approach still exists, but it is no longer enough in the ever-changing and ever- evolutionary casino space.
What has changed, however, is the level of
control operators can now have over the full live experience. With the development of green screen technology, Eeze allows operators to shape entire environments in real time. Tis goes far beyond flat branding. Backgrounds, lighting, graphics and promotional elements can all be tailored without the need for a physical rebuild.
"Te longer-term opportunity lies in
building recognisable formats that players
associate with a specific brand. Tis is where custom environments
move beyond short term differentiation and start to contribute to IP."
Te result is something closer to a fully designed
experience rather than a branded table, where players are not just joining a game, they are stepping into an environment that reflects the operator behind it.
Te commercial case for custom environments tends to focus on retention, identity and exclusivity.
All three are indeed valid, but only when supported by the right execution and a cost that makes sense.
Keeping players at the table still comes down
to how engaging the experience feels. Live casino has a natural advantage here because of its social element, but presentation plays a big part as well. Te formats that tend to work best are the ones that take something familiar and give it a bit more energy, but keep it simple and intuitive for the customer.
Brand identity is another important factor, es-
pecially in markets where multiple operators offer similar content. Players are more likely to stay with a product that feels tailored to them, which sounds obvious. It can be as simple as language and visual style, or as detailed as re- gion-specific themes and promotional activity, because when content feels generic, players tend to move on quickly.
KEEP IT SIMPLE
One of the clearest lessons from recent devel- opments is that familiarity still matters. Players want to understand a game quickly and not spend time trying to figure out the mechanics and spend too much effort learning, because in this instance there is a high chance they will leave.
Tis is why simple but interesting formats con-
tinue to perform so well. Wheel-based games are a good example - they are easy to follow and give players an immediate sense of how the game works. When new features are added around that core, they tend to enhance rather than com- plicate the experience.
Te best branded environments tend to stick to that approach. Keep the core game simple and
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 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136 |
Page 137 |
Page 138 |
Page 139 |
Page 140 |
Page 141 |
Page 142 |
Page 143 |
Page 144 |
Page 145 |
Page 146 |
Page 147 |
Page 148 |
Page 149 |
Page 150 |
Page 151 |
Page 152 |
Page 153 |
Page 154 |
Page 155 |
Page 156 |
Page 157 |
Page 158 |
Page 159 |
Page 160 |
Page 161 |
Page 162 |
Page 163 |
Page 164 |
Page 165 |
Page 166 |
Page 167 |
Page 168 |
Page 169 |
Page 170 |
Page 171 |
Page 172 |
Page 173 |
Page 174 |
Page 175 |
Page 176 |
Page 177 |
Page 178 |
Page 179 |
Page 180 |
Page 181 |
Page 182 |
Page 183 |
Page 184 |
Page 185 |
Page 186 |
Page 187 |
Page 188 |
Page 189 |
Page 190 |
Page 191 |
Page 192 |
Page 193 |
Page 194 |
Page 195 |
Page 196 |
Page 197 |
Page 198 |
Page 199 |
Page 200 |
Page 201 |
Page 202 |
Page 203 |
Page 204 |
Page 205 |
Page 206 |
Page 207 |
Page 208 |
Page 209 |
Page 210 |
Page 211 |
Page 212 |
Page 213 |
Page 214 |
Page 215 |
Page 216 |
Page 217 |
Page 218 |
Page 219 |
Page 220 |
Page 221 |
Page 222 |
Page 223 |
Page 224 |
Page 225 |
Page 226 |
Page 227 |
Page 228 |
Page 229 |
Page 230 |
Page 231 |
Page 232 |
Page 233 |
Page 234 |
Page 235 |
Page 236
