Now is the time for live casino

2020 has been a year of transformation for live casino. While the product’s combination of high-engagement and revenue potential has seen it out-perform the industry, the exceptional circumstances of the last six months and wholesale sectoral shift to online development have steepened the curve.

As the land-based sector is yet to fully reboot and behavioural trends continue to evolve with the turning societal tides, live casino is still seeing an influx in player volumes from new and existing customers. This growth, accelerated as it may be by current market conditions and pent up demand, proves that live casino is the right product, for the right time.

The success of live casino lies in its personal touch. They offer players the chance to interact with others – be it the dealer or fellow players – and create a sense of community. In the Covid-19 era, this superior human element has been vital to converting retail customers to the online alternative. It has instigated immediate levels of trust and integrity by replicating the multi-dimensional experience of the land-based tables.

However, the social interaction also taps into demands of the younger generation of players who are used to sharing their experiences online through social media platforms. This customer segment now wants to bet socially and compete against their friends – and they want to do so through mobile.

These behavioural and generational shifts have not only positioned live casino as the next best thing to real-life casino entertainment, but as a frontrunner in the igaming landscape. In part fuelled by the recent crisis, the product is now a top priority for operators worldwide.  Many are considering live casino for the first time, and we’ve seen a host of casinos launch into the vertical in recent months, while those with existing portfolios have massively ramped up their offering. The product depth and social element of live casino means that new brands and market entrants can quickly establish the credibility and authenticity necessary to grow a customer base. In other verticals, this would typically take time to build.

Standing out

That said, live casino is not a simple plug-in-and-go product. Suppliers will take on most of the heavy lifting with integration, but to stand a chance of edging above the competition, operators need to put in some legwork too. With live casino now a staple of online casino portfolios, the new challenge is how to differentiate. By working with leading providers to leverage the bespoke products available and tailor environments to their style, operators – especially new entrants – will gain far more traction as the market creeps closer towards saturation point.

To cater to the increasing demand for live casino, suppliers have had to up their game too. A lot has been done behind the scenes to lower the barriers to entry in the vertical significantly, starting with scalability and affordability. These efforts have been combined with the launch of a new, broader range of game types to maximise accessibility and attract new players beyond the stereotype demographic and VIP customers. Today’s live casino is about more than just roulette and blackjack – it now offers around 40 different games with a variety of gameplay and volatility options – and is increasingly establishing a more casual, gender-balanced audience as well as younger players.

There is no denying that live casino is a product of the future. Its synergy with mobile – the indisputable device of choice among modern players – and on-demand style of play make it a robust proposition for the long-term. The vertical’s current trajectory shows no signs of slowing down either. With new market openings such as the US on the horizon, there is plenty room to grow before live casino reaches its peak – both in mature and emerging markets. At the same time, technological advancements, product improvements and the launch of new game variants will continue to drive progress. If there ever was a time for live casino – it’s now.

Andres Rengifo joined NetEnt as director of NetEnt Live in December 2018. Rengifo has vast experience from the online casino industry. He started his career in gambling almost 20 years ago as a croupier and has since held various positions with William Hill and Evolution Gaming.