## Live Dealer’s Popularity – iGB
Cole Rush sat down with Dagmara Bartor, Chief Marketing and Strategy Officer, and Jonas Delin, Founder and Chief Executive Officer of Authentic Gaming, to discuss what it takes to create a high-quality live dealer product.
**Live Dealer’s Popularity**
Online casinos are flourishing in the United States, particularly in states such as New Jersey, Michigan, Pennsylvania, and West Virginia. However, within this thriving market, there’s a specific segment that’s truly capturing players’ attention: live dealer games.
Live dealer has been a major success in other parts of the globe for a considerable period, and now it’s gaining momentum in the US. Businesses are diligently working to comprehend what American players desire from live dealer games and are developing innovative and captivating ways to fulfill those demands.
Authentic Gaming is a prominent player in the live dealer arena. They were recently acquired by Light & Wonder and received approval from Michigan to provide live dealer games in the state.
**Global Expertise, Local Focus**
Authentic Gaming offers live dealer games in numerous countries, providing them with a significant advantage as they expand in the US.
“We provide high-quality, interactive games that are broadcast live from real casinos and studios,” Bartor explained. “Our live casino games can be found on over 300 websites.”
In the state of Michigan, Bartor highlighted that Authentic’s mission within the United States is just beginning. The state of New Jersey will closely follow suit.
While Authentic Gaming provides its games worldwide, it customizes its experience for the markets it operates within. This begins with the collection of games.
“We possess a diverse collection of live dealer games,” Bartor stated, “including a range of live roulette tables, traditional blackjack, multiplayer blackjack, baccarat, and game show formats.” The company also offers its distinctive X-Roulette game series.
Authentic has the ability to select from its extensive library to create localized choices that directly connect with players.
“In our Michigan studio, we currently have 11 networked games. In the year 2024, we will invest significantly to further enhance the portfolio with prominent brand game shows and customized products for specific operators.”
According to Drin, localization is more than just language.
“We go to great lengths to fulfill the requirements and preferences of local players,” he stated. “We pay close attention to all the details, such as the preferred blackjack side bets in the region and the local video streaming infrastructure, among many other factors.”
All of this is for the final product. To achieve this – a strong, expandable, and varied live dealer game collection – requires diligent effort and a thorough understanding of the market.
A Novel Viewpoint
It may be evident, but live dealer games are distinctive.
Developing and releasing a live dealer game is significantly different from introducing a fully digital table or card game.
Delin concurs, highlighting the necessity for a distinct approach to the product.
“If executed effectively, live dealer games can provide players with unmatched interaction and enjoyment, but for traditional games like blackjack or roulette, the essence of the experience is the sense of confidence it imparts to the player. Seeing is believing, as they say!”
Players appear to be drawn to live dealer games because they perceive them as “authentic,” something not all digital games can claim. Being able to observe the action unfold in real time enhances the bond between the player and the casino.
The outcome? Consistent increases in live dealer participation.
“Live casinos are now truly becoming fundamental to operators’ offerings and business strategies,” Delin states. “This is, naturally, in response to the escalating number of players who are participating in live games. In some markets, live dealer represents nearly half of the entire online casino market, while in others it’s closer to 20%.”
Delin estimates that most markets are in the 20% to 50% range in terms of live dealer contribution. Demand is expanding as new games are introduced and players become accustomed to the format.
“There is a high demand for non-standard table games – this is driving player penetration beyond blackjack, roulette, and baccarat,” Delin says.
Naturally, launching a live dealer game is never as straightforward as pressing a button, offering the game, and generating revenue.
To realize such a distinctive vision, a versatile and skilled crew is essential.
Delin emphasizes that the core components that shape the player experience are a robust game engine capable of managing numerous players online concurrently, delivering 24/7 4K video stream quality to players, a top-notch user interface, a captivating studio setting equipped with audio and visual technology, and service-oriented, enthusiastic hosts.
Upon closer examination, bringing together the diverse components required for live dealer games resembles a Tony Award-winning Broadway production more than a casino game. This is intentional. Since these games provide players with the most authentic casino experience in a virtual setting, they must possess high production value. The performance must proceed flawlessly.
This approach is evident in Bator’s explanation of a successful live dealer studio.
“It’s crucial to create an environment that appears visually appealing on camera,” Bator states. “Furthermore, it’s necessary to consider how the camera angles integrate with the player’s user interface, as this determines the ultimate player experience. In online games, you have game hosts, not dealers like in a physical casino.”
“It’s not a simple task,” Delin admits, “but the blend of technology, expertise, and individuals is what makes live dealer games so thrilling.”
Naturally, live dealer games are not a one-off endeavor. Delin asserts that the hard work is merely beginning once the games launch.
The player experience in our games is constantly changing.
New experiences are being developed as a part of the continuous development of live dealer games.
“Land-based dealers and online game hosts are two very different roles,” said Bartor. “In land-based casinos, dealers must undergo extensive training, a large part of which involves handling chips and cards skillfully, counting and paying, and avoiding errors.”
In contrast, the online space requires very few of the same abilities. Information is shown on the screen and transmitted from the operator’s system to the player’s device. In roulette, there are no real chips – the host has to spin the ball.
“For card games, the main goal is to place the cards correctly, with all game steps and counting being read from the display,” Bartor continued. “While gaming skills are important, the key elements to being a good host are charisma, composure and personality.
“Online hosts are more like TV presenters, their role is to connect with players and ensure they have the best experience.”
Given this performance element, the live dealer industry is starting to adopt new formats that suit the host’s charisma.
The next step
Live dealer operators know how to play popular games: blackjack, baccarat, roulette, etc. Now, new games are entering the arena, redefining the possibilities in live casinos.
Live slot titles are a difficult topic,” stated Bartor. “Over the past few years, we’ve witnessed unsuccessful attempts to blend slots with live casino experiences, and new releases that are still investigating and evaluating potential winning formulas.”
Authentic Gaming has ventured into these figurative waters, releasing 7’s on Fire Live in Europe. Participants wager on numbers or symbols and can secure winnings up to 10,500 times their stake. Bartor asserts that the game is highly captivating.
Although live slots haven’t achieved widespread success yet, game show formats are gaining momentum.
“Game shows are undoubtedly the most prominent upward trend,” remarked Bartor. “Or, to be more precise, any game that presents significant winning possibilities and a sense of community is a victor.”
Despite being offered in only a limited number of states in the US, live dealer games are still expanding. The US has much to learn from more established regions, and for the time being, at least, proven traditional games are fulfilling the role.
“The US is still an emerging live dealer market,” said Bartor. “Therefore, standard live casino offerings are still very robust, accounting for the majority of GGR. For US players, simply engaging in blackjack online can still feel like a groundbreaking experience.”
This will undoubtedly not deter Authentic Gaming and its rivals from experimenting with new concepts.
Over the past few years, all of us, every live dealer provider, have been experimenting with fresh concepts, motivating one another, and enhancing our offerings, applications, or systems. The substantial advancements in live streaming technology in recent times have made it essential to stay current.
However, simply throwing ideas out there and seeing what works can only take you so far, and Authentic Gaming understands this.
“Each market is unique,” said Bator. “Now, it’s all about the specifics. What do American players prefer? Or more precisely, what do players in Michigan, New Jersey, or Pennsylvania enjoy?”
These inquiries have ignited new ideas and products that could shape the future of live dealer gaming.
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