Maximising live casino

When live casino products first hit online markets, they had been a like-for-like simulation of the land-based environment. From roulette and blackjack to baccarat, the staple games available did not stray far from the traditional casino tables in the brick-and-mortar establishments from which they originated. The main development aim for live casino suppliers was to bring the two worlds even closer, down to the finest detail, so that the virtual alternative was as true to real-life as possible. But then, the focus shifted, and it has fired the starting gun on a race to invent new models that redefine the game.

New live casino formats and variants are emerging that offer something vastly different from anything that players have experienced before in either environment. Suppliers are experimenting with innovative gameplays, opening the door to a wave of new player demographics beyond the traditional high-rollers and VIPs. On a visual level, mirroring the land-based experience is still a priority since high definition graphics are key to establishing authenticity, but for the style of content, there is a new end goal – and it’s centred on challenging market norms.

From highly volatile variants to new betting types, it’s really all to play for. We’re seeing the introduction of high maximum payouts, for example, which ramp up the excitement factor in traditional games like roulette with a big impact on engagement. Then there’s the addition of spread bets and combination bets, both bringing a new dimension to the play with ability to place side wagers outside the main game. Each of these features massively have never been seen in the land-based environment, but what’s more is that they are all in keeping with the standard live casino pay-out system and with no RNG game mechanics.

The idea is that the diversification of live casino’s player base has created a gap in the market for intense action, high volatility play offering an entirely unique product that is a world away from the land-based model. Of course, it can be difficult to ensure that attracting new audiences with a stylised, modern approach does not come at the cost of isolating veteran players, so we’ve sought to find a niche by incorporating gamified features. In theory, this will pique the interest of a range of player profiles in the same way that gamification in online slots and sports betting has succeeded in engaging a variety of demographics.

Get involved

We also believe that there is scope to innovate on the tried-and-tested dealer format. One of the draws of live casino is the real-life human interaction, but this rarely extends beyond the person behind the casino table. Given the rapid advent of streamers in the online casino world, it also makes sense to take inspiration from the general trend towards live audience engagement. This is where the idea of game presenters was born. Their role can be multifaceted,  commentating on the games to build anticipation, or educating players on how to play, but ultimately their goal is to communicate with players and encourage participation.

What the market needs now is originality. By moving away from what works in the land-based world and focusing on leveraging the capabilities that online has to offer, we’ve succeeded in diversifying the player base. To maintain this direction, we need to keep pushing boundaries, taking risks on new ideas and expanding the variety available. Live casino is now a major revenue driver in the betting and gaming industry – and if we keep on moving the dial – then the only way is up.

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.