## Live Dealer’s Ascent – Live Dealer – iGB
Cole Rush chats with Dagmara Bartor, Chief Marketing and Strategy Officer at Authentic Gaming, and Jonas Dehlin, Originator and Chief Executive Officer, about the elements needed to develop and maintain a comprehensive Live Dealer offering.
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**The Growth of Live Dealer**
Internet casinos have made strides in significant US regions, including New Jersey, Michigan, Pennsylvania, and West Virginia. But within the broad realm of online casinos, there’s a distinctive sector that continues to captivate players as they adapt to online gaming: Live Dealer.
It’s been a staple for players in established markets abroad, and now it’s gaining momentum in the US market. Providers are delving deep to comprehend what US players desire in Live Dealer games and are consistently innovating to meet and surpass those expectations.
Authentic Gaming is no newcomer to the Live Dealer arena. The company was recently acquired by Light & Wonder and received authorization from the Michigan Gaming Control Board to provide Live Dealer in the state.
**Worldwide Foundation, Regional Appeal**
Authentic Gaming has Live Dealer games in numerous global markets – a clear advantage for a company aiming to utilize its insights to penetrate the US market.
“We provide premium, interactive, live games from land-based casinos and live studios,” Bartor stated. “Our Live Dealer games can be found on over 300 websites.”
Michigan, Barto indicated, is merely the first step in Authentic’s mission within the United States. New Jersey will soon follow suit.
Authentic Gaming provides its games worldwide, but it adjusts its offerings based on the specific market it operates within. This personalization begins with the game catalog.
“We possess an extensive live dealer game collection,” Barto stated, “encompassing a range of live roulette tables, traditional blackjack, multi-player blackjack, baccarat, and game show formats.” The company also provides its distinctive X-Roulette game series.
Authentic can leverage its extensive game collection to create localized options that directly resonate with players.
“Within our Michigan studio, there are currently 11 networked games. In 2024, we will be making substantial investments to further enhance the game portfolio, including big-brand game shows and custom products for specific operators.”
According to Drin, localization goes beyond mere language.
“We dedicate significant effort to cater to the requirements and preferences of local players,” he explained. “We pay meticulous attention to every detail, such as popular blackjack side bets in the region and local video streaming infrastructure, among numerous other factors.”
All of this is for the final product. To achieve this – a robust, scalable, and diverse live dealer game collection – necessitates diligent effort and a profound understanding of the market.
A Novel Perspective
It may be self-evident, but live dealer gaming is distinct.
Developing and releasing a live dealer game is significantly different from launching a fully digital table or card game.
Delin concurs, highlighting the necessity for a distinctive approach to the product.
“When live dealer games function effectively, they provide players with unmatched interaction and enjoyment, but for conventional games like Blackjack or Roulette, the essence of the experience is the feeling of confidence it instills in the player. Seeing is believing, as the saying goes!”
Players appear to be attracted to live dealer games because they perceive them as “genuine,” something not all digital games can accomplish. The ability to witness the action unfold in real time enhances the connection between players and the casino.
The outcome? Live dealer game participation continues to increase.
“Live casinos are now truly becoming the central focus of operators’ offerings and business strategies,” states Delin. “This is, naturally, in response to the rising trend of players participating in live games. In some markets, live dealer games constitute approximately 50% of the entire online casino market, while in others, it’s closer to 20%.”
Delin estimates that live dealer games contribute between 20% and 50% in most markets. Demand is expanding as new games are introduced and players become accustomed to the format.
“There’s a substantial demand for unconventional table games – this is driving player participation beyond Blackjack, Roulette, and Baccarat,” says Delin.
Naturally, launching a live dealer game is not as straightforward as pressing a button, offering a game, and generating revenue.
To realize this distinctive vision, a adaptable and multi-talented crew is required.
“The fundamental components that shape the player experience are a robust game engine capable of managing thousands of simultaneous players, providing 24/7 4K video stream quality, a top-notch user interface, a breathtaking studio setting with audio and visual technology, and service-oriented, enthusiastic hosts,” stated Drin.
Stepping back and examining the various elements that come together to form live dealer games, it sounds more like a Tony Award-winning Broadway production than a casino game. This is deliberate. Because these games forge the closest connection players have with a casino outside of a physical casino, they need to be of high production quality. The show must continue – flawlessly.
This approach is evident in Bator’s explanation of a successful live dealer studio.
“You need to create a setting that looks good on camera,” said Bator. “Secondly, you have to consider how the camera angles integrate into the player’s user interface, as it determines the ultimate player experience. In online gaming, you have game hosts, not dealers like in a physical casino.”
“This is no simple task,” said Drin, “but the combination of technology, talent, and individuals is what makes live dealer gaming so thrilling.”
Naturally, live dealer gaming is not a one-time event. Drin says the hard work is just beginning when the games go live.
The continuous development of the player experience in our games is a never-ending process.
**A Fresh Approach**
One facet of the ongoing evolution of live dealer games is the presentation.
“Land-based dealers and online game hosts are two very distinct roles,” said Bartor. “In a land-based casino, dealers undergo extensive training, a significant portion of which involves being adept at handling chips and cards, accurately counting and paying, and avoiding errors.”
Contrast this with the online realm, where these abilities are in very low demand. Information is displayed on the screen and transmitted from the operator’s system to the player’s device. In roulette, there are no physical chips—the host must spin the ball.
“For card games, the primary objective 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 successful host are charm, wit, and personality.
“Online hosts are more akin to television presenters, their role is to engage with players and ensure they have the best possible gaming experience.”
Given this performance aspect, the live dealer industry is starting to embrace new formats that are more suited to the host’s charisma.
**The New Frontier**
Live dealer operators are well-versed in playing the popular games: blackjack, baccarat, roulette, and so on. Now, new games are entering the arena, redefining what is possible in a live casino.
Its a challenging endeavor,” Bator remarked. “We’ve witnessed a few failures in recent years, where individuals attempted to blend slots with live casino games. However, there are also new releases that are still exploring and seeking the right formula.”
Authentic Gaming has already taken the leap, introducing 7’s on Fire Live in Europe. Participants can wager on numbers or symbols and potentially earn up to 10,500 times their stake. Bator indicated the game is performing quite well.
Although live slots haven’t quite achieved widespread success, game show formats are gaining momentum.
“Game shows are undoubtedly the most popular trend,” Bator stated. “Or, to be more precise, any contest that offers substantial prizes and a sense of camaraderie is a winner.”
Continuing from that point,
Despite the fact that live dealer games are only accessible in a handful of states in the U.S., they are still expanding. The U.S. has much to learn from other regions where live dealer games are more established. For the time being, at least, the tried and true classics are fulfilling their purpose.
“The U.S. is still a nascent market for live dealer games,” Bator observed. “Therefore, the standard live casino games are still performing exceptionally well and generating the majority of revenue. For U.S. players, simply engaging in blackjack online might still feel like a novel experience.”
This will certainly not deter Authentic Gaming and its competitors from experimenting with new concepts.
Over the past few years, all of us – that is, all live dealer suppliers – have been experimenting with new concepts, motivating one another, and enhancing our offerings, software, or platforms. Real-time streaming technology has undergone significant transformations in recent times, making it essential to stay current.
However, simply tossing ideas out there and seeing what works can only get you so far, and Authentic Gaming recognizes this.
“Each market is unique,” Bator emphasizes. “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 concepts and products that could shape the future of live dealer gaming.
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