In its inception, Evolution Gaming sought to offer an online casino akin to the live gaming experience. Helen Hedgeland from the company explains just how it achieved this

When Evolution Gaming was founded in 2006, it was the accepted view that live dealer gaming online could not be offered at a sufficient service level to satisfy a European audience. The company had a clear vision to take the online experience to the pinnacle of what was achievable. Incorporating higher production values within a regulated environment, it sought to offer an online casino akin to the live gaming experience. Today, Evolution is a major live casino provider, working with more top-tier online operators than any other gaming software provider. Live casino is gaining popularity everywhere, but for Evolution the UK is a key market, with strong growth seen throughout Europe and Italy singled out to be a key market, following its recent re-regulation. The company’s head of marketing, Helen Hedgeland, looks back on how the industry has changed since Evolution’s inception: “The thrill of the live casino experience has shifted from a novel addition to a must-have core component and a key profit centre for operators. The appeal of live play is that it's far more entertaining and interactive. Players can chat to other players and with the dealer, and for high rollers, this creates complete trust in the systems. It's such a familiar real-time experience that they have a very positive correlation with making bets online as in the casino.” Initially, there was a perception that live casino would simply cannibalise RNG revenues, but operations have proven to generate incremental revenues. Now, many operators present live casino as a top-tier tab on their websites, alongside sportsbook, poker and casino, rather than simply a sub-category of casino. Also, additional resources have been allocated to live casino with most successful operators having a dedicated live casino manager, highlighting the significance of this product.