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ONLINE LIVE CASINO VIVO GAMING
Vivo Gaming: Concocting a recipe for success
Established in 2010, Vivo Gaming was founded when the live casino industry was still in its infancy. G3 caught up with Nadine Thys, Head of Account Management, to discuss the provider’s expansion into the European market and catering to an evolving player base.
Nadine Tys, Head of Account Management, Vivo Gaming
What space and role does Vivo Gaming occupy in the live casino market?
Vivo Gaming is in the top three live dealer providers in the market. Our portfolio of products, staff, locations, partners, and regulated markets continue to grow. Our two major markets are Asia and LatAm. Whilst we are expanding our dedicated tables and client- specific games as we continue to grow, we want our culture of providing first class products and services to remain the same whilst maintaining our existing fees. Tere is always the possibility as the company becomes more successful that we become more exclusive, but our intention is for our offer to stay the same.
In August, Vivo Gaming penned a deal that saw the addition of a catalogue of slot games from casino provider, Red Rake Gaming. How do slots fit into your offering?
Our main offering is the live dealer product and P102 WIRE / PULSE / INSIGHT / REPORTS
all the offshoots from that, but we do have several RNG providers offering different kinds of products. Joining the Vivo Gaming family as a partner or client means you get more than our live dealer products, but a whole suite of third- party providers that form part of the same integration. You don’t just get live dealer, but hundreds of slots, table games and virtual sports.
Specifically looking at Red Rake, they are a phenomenally successful company doing amazingly well. What’s fantastic is that when we add a new RNG third-party provider, their products are immediately available to our potential, new and existing clients.
Whilst Asia and Latin America are Vivo Gaming’s major markets, you recently opened a new studio in Bulgaria. Why are you expanding into the European market?
We are very active within the European market, which affords us a great deal of opportunity for expansion. We see significant demand from leading European operators to diversify their offering with unique, personalised and innovative games and studios. When our expanding regulatory clout is considered on top of that, the European market is a recipe for success for us.
As more countries regulate, it becomes more important that we expand. We need to ensure that we offer our products in as many regulated markets as possible. Everything is changing in the gaming industry, and we need to be a part of it.
Whilst the live casino market has continued to grow apace, there is no sign of Evolution breaking its iron grip on the market, particularly in Europe. How does a challenger brand grow its slice of the live casino pie in the market, as opposed to accepting the same sized slice of a growing pie?
We offer a personalised product, providing the customer with state-of-the-art services and are obliged to meet our customers’ needs in order to remain successful. Tis level of service is usually not possible when dealing with a giant that dominates the industry.
A lot of live dealer providers don’t like to mention competitors, especially Evolution, but they are a great standard. We are not trying to knock them off their perch because they are the biggest live dealer provider in the world, nor is it about trying to elbow in and take a slice of the pie. Evolution can continue to have their iron grip on the market and are welcome to it.
Are live casino games being played by the same type of player as before the pandemic, or has the player evolved?
As much as I loath to say it, iGaming’s performance during the Covid period has seen Vivo Gaming do extremely well. As a human being as it’s a horrendous situation, but people want to be entertained and no more so than during the last 18 months. Pre-existing live
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