Experiencing the sights and sounds of the casino floor without so much as having to open the front door is an enticing prospect for players

Magdalena

The key is to provide as immersive and lifelike an environment as possible. Thanks to advances in modern technology, as well as consequent investment into the live casino experience, it’s a sector that is expected to continue to flourish. There are also increasing opportunities for online customers to watch and bet on streamed lottery games. Magdalena Podhorska-Okolow, head of sales and B2B marketing at Authentic Gaming, believes that the signs are already present that there’s been a migration of players from land-based to online live casino. Further, she warns that operators need to react quickly to the shifting sands. “Revenues are generally on the decline in traditional bricks-and-mortar casinos, but on the up in online casinos,” she says. “Operators need to acknowledge this trend and adapt to changing player preferences to ensure they don’t miss out. “In addition, players are seeking experiences that are engaging and entertaining, with many opting to play live table games. The rise has been steep, with the sector expected to be worth €1.9bn per year in Europe alone by the end of the decade. “As a final thought, we have noticed there is ‘need for speed’ in terms of game formats. We are a generation that expects instant gratification, and this extends to live casino where players are seeking fast-paced action and results. This is a major contributing factor to whether they are entertained or not.” As far as Zdenko Ninkovic, chief sales officer at Pin Projekt, is concerned, the prospects for live gaming in 2018 are extremely strong. “Live gaming has grown exponentially in recent years and we fully expect that to continue this year,” he says. “Live content is a great fit for the online sector, as it provides players with a very similar experience to what they may be used to when heading into a land-based environment, without having to leave the comfort of their home. “The sector continues to benefit from improvements in technology, with live streams now boasting quality high definition to make the experience even more realistic, with no buffering to ensure a stable viewing experience.” One trend Ninkovic forecasts to be on the rise in the coming 12 months is live lottery draws being streamed online, allowing viewers to bet on the outcome. “Bet-on-lottery products have become very popular recently, and the next stage will be to make these draws live at regular intervals to really enhance the vertical,” he added. “At present, state draws take place once or twice a week, but the online world allows for a greater frequency of playtime, with more than 1,000 draws a day.” Podhorska-Okolow says that at the moment, her company’s focus is on live roulette. “We focus on streaming from luxury casino resorts that have a story to tell,” she said. “Our partners include Royal Casino in Denmark and Foxwoods in America. Today, we focus on roulette which is responsible for 65 per cent of live revenue and is showing no signs slowing down. “We offer several roulette games from six luxury casinos around the world, which we complement with our lucky ball side bets offering. In addition, our Live Entertainment platform allows casino operators to live stream entertainment to online players while they continue to wager on desktop and mobile devices.” As far as she is concerned, though, there is no question that authentic casino environments trump studio offerings.

Read the full article in the Issue 1 of iNTERGAMINGi