gaming and social media. Hagman says early results from Spain have instead shown interest across different age groups, including VIP players. Tere is also another audience emerging. "We see some RNG players that like to have a better experience than just cards flying out of the air in a traditional RNG game," he says. "Instead, they have a dealer there. We're getting a little bit of traction from that side as well."
RETHINKING THE ECONOMICS Traditional live casino requires tables, studio space, equipment and trained dealers. By replacing much of that physical infrastructure with a digital environment, Avanti believes it can alter both the cost base and the speed at which operators can launch or change tables. "It's cheaper than building all of these dedicated tables that the traditional live casino suppliers are doing," says Hagman. "We're passing those margins on to the operators, meaning our solution is much cheaper for them. It's easier to start working with Avanti and also easier to scale up."
One consequence is the ability to make lower-stakes tables economically viable. Hagman says traditional live casino tables commonly begin around the equivalent of €10, whereas Avanti can support tables at €0.50, €1, €2 and €5, which potentially puts the experience in front of players who might otherwise remain within RNG casino.
Te same model gives Avanti greater freedom to experiment with individual games and environments. A physical studio concept can involve constructing sets and tables before an idea reaches players. A digital environment can instead be developed, tested and changed considerably faster. "I wouldn't say a couple of days, but let's say a couple of weeks creating a new game," says Hagman. "We can try things, we can test things much cheaper and much faster. We can see what works in the market and tweak it."
BRAZIL AND THE LOCALISATION OPPORTUNITY Hagman points to localisation as one of the advantages of the digital dealer model. Avanti plans to offer Brazilian Portuguese across four different accents, beginning with two before expanding the range. Tat flexibility is particularly relevant to Avanti's expansion in Brazil, where it has partnered with Superbet. It can also create games and environments specifically for individual markets. In Brazil, this includes Futvôlei ao Vivo, while Avanti is also exploring influencer- led concepts.
Hagman believes the ability to develop these ideas without constructing an entirely new physical studio changes what suppliers and operators can attempt. "I think that type of innovation is here to
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stay, and it's going to be even more important in the future," he says. Ahead of the World Cup, for example, Hagman says one customer has requested a football-themed game and environment. And seasonality can be approached in the same way. Christmas backgrounds can be introduced without rebuilding a physical studio, while Avanti is already producing tables for a customer using different cities as their backdrops and names.
For Hagman, this opens up a closer relationship between live casino and operator marketing teams. "You can create six-week campaigns, for instance. You can put an ambassador playing blackjack behind the table. Tere is a lot of stuff you can do." Te aim is to connect the marketing creative outside the casino lobby with the experience players encounter once they click through to the game. "If they're marketing something on a banner and a customer clicks on that one, they will come to a game with the same kind of look and feel."
THE OPERATOR PERSPECTIVE Hagman's years on the other side of the supplier relationship are influencing how Avanti wants to work with its customers. He recalls frustration at LeoVegas with the limited amount of information available from suppliers about how operators should scale their live casino offering, which tables were required and how those requirements differed between markets. Avanti wants to take a more proactive approach.
"We want to be really data-driven together with the operators and tell them, 'It's probably time for you to scale up and have another €5 table here,' or, 'Why don't we do a localised table for you over here?'" Such a model might involve language or accents, a new table limit or a campaign built around a particular market.
Moving from operator to supplier has nevertheless required some adjustment for Hagman. One thing he misses is the immediate feedback generated by consumer-facing campaigns. "As an operator, you create a campaign and you get an instant reaction on that campaign, if it's good or bad, and you can measure those things." Brand building is different too. LeoVegas was built for hundreds of thousands of players. Avanti must establish its identity primarily among operators while its products ultimately sit in front of their customers.
MOVING QUICKLY Avanti's expansion is already moving beyond its initial European launches and Brazil. Hagman says the company is applying for licences in Alberta and Ontario, while holding early discussions with operators in South Africa, Mexico and several European markets. Te choice of each new territory is being driven by regulation, market
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