dealer players, those who were playing before the pandemic, have been demanding innovation and new products and means that providers can no longer offer bog standard games.
Another player demographic live dealer has welcomed over the last 18 months is those players that previously only engaged in land- based play, but had no other choice other than to move online during Covid or stop playing. Tese players have embraced VIVO VLB, or Vivo Land-Based, our solution that offers casinos the opportunity to live stream from their brick-and-mortar premises into the online gaming market. We currently have several land-based casinos integrated into the solution, including one in Portomaso, with more in the pipeline. VLB is useful for two primary reasons.
1) For traditional land-based players more comfortable with a casino environment, VLB offers a fun and trustworthy method of play. By seeing the tables they previously sat at, for instance whilst on holiday in Portomaso, shows the game isn’t pre-recorded (which remains a popular misconception) or taking place in a studio. Te solution offers a great in-between of virtually being in the casino whilst in the comfort and safety of your own home.
2) For casinos, VLB helps massively. Even though lockdowns and restrictions meant most
Live dealer has welcomed those players that previously only engaged in land-based play, but had no other choice other than to move online during Covid or stop playing. These players have embraced VIVO VLB, or Vivo Land- Based, our solution that offers casinos the opportunity to live stream from their brick-and- mortar premises into the online gaming market.
casinos were shut or partially open to the public, VLB offers a way to bring in revenues. Te number of resources required is significantly lower than a studio, there is no need to hire additional staff, maintenance is next to nothing, and there is no need for new gaming equipment as VLB can be implemented on existing tables.
What are operators looking for from live casino suppliers and how these criteria changed during the pandemic?
Tere are hundreds of slot providers, but they all do well. Tere are far less live dealer providers. Players are looking for variety and for something new - whether its game types, tables, or exotic locations. Ultimately, it is an entertainment business.
On the other hand, clients are seeking new products and games to keep their players engaged. As far as they are concerned, if players stay on the website, they can play with whomever they want and having variety is the best way to achieve this. We listen to our
partners on a regular basis, and they tell us what it is they want. Vivo Gaming will continue to provide good quality products and provide the best service we can.
Earlier this year, Marathonbet added more than 20 baccarat and 10 roulette Vivo Gaming tables to its live casino offering. How important is the positioning of this content after the deal has been signed? How dependent is the success of a game on this factor alone?
Positioning is super important. Marathonbet have their own branded tables, so the positioning of their products will always be at the top and to the left as psychologically this is where players first look. Everyone else then goes below that. Other providers that don’t have branded tables with Marathonbet will then fight for the primary positioning beneath.
You can have the most amazing game, but if the positioning configuration of an operator’s website is filtered by most popular then the title will not be near the top. If an operator uses a different kind of implementation, then you need to fight for a better space. One way to do that is to make it part of the deal, offer discounts for top or ‘just-under’ positioning, and/or use promotions. We have noticed that once a player plays one of our titles they tend to stick around, but positioning is key to capturing these players in the first instance.
NEWSWIRE / INTERACTIVE / MARKET DATA P103
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