Streaming conflicts have not been limited to streaming services; there’s livestream purchasing, live sports, Twitch (to name a few), and now, as it gains regulatory approval in additional locations throughout the United States, online gambling. This is because more casino applications are now hosting live casinos, in which real dealers shuffle cards and spin roulette wheels while remote gamblers watch and place bets. And that specialty is increasing: Online gambling companies establish branded live casinos.
Evolution, a Malta-based firm that provides live dealer services to US online casinos, stated that revenue increased 54% in 2021. During the year, it opened 300 additional dealer tables worldwide, bringing its worldwide total to over 1,000. With 81 of them earmarked for branded live dealer studio services in North America, the firm has established a presence across the western hemisphere.
“BetMGM, the New Jersey-based operator of BetMGM and DraftKings, paid for it,” says Jeff Millar, evolution’s commercial director for North America. “Eight operators — including Jersey City, New Jersey-based BetMGM, and Boston-headquartered DraftKings — paid for that privilege. As a result, the niche service is now accessible in Michigan, New Jersey, Pennsylvania, and Vancouver, Canada.
Online gamblers are now playing with human dealers who interact with them in real time, but they’re also getting to enjoy their favorite brand experiences.
Millar said that there’s so much competition out there—Creating relationships with gamers is one of the most difficult aspects of this business.
People’s time is increasingly consumed by the entertainment business, not just other iGaming businesses. (As a category, gaming is any activity other than sports, esports, daily fantasy games, and similar activities.) “We prioritize retention and player loyalty,” said Millar. “If you’re competing against Netflix for a consumer’s time, you need to be able to assure that you’re speaking directly with customers and understanding where, how, and why their needs are changing.”