## Live Dealer Games Are Flourishing – Live Dealer – iGB
Cole Rush talks with Dagmara Bartor, Marketing and Strategy Director at Authentic Gaming, and Jonas Delin, Founder and Chief Executive Officer, about the secrets to developing and supporting a successful live dealer product.
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**Live Dealer Games Are Flourishing**
Online gambling houses are booming in major US markets such as New Jersey, Michigan, Pennsylvania, and West Virginia. But within this exciting realm, a specific type of game is truly capturing players’ attention: live dealer.
Live dealer has been a favorite in established markets abroad for a long time, and now it’s gaining popularity in the US. Providers are working diligently to understand what American players desire from live dealer games and are constantly developing new ideas to meet and even surpass those expectations.
Authentic Gaming is a well-known name in the live dealer industry. They were recently acquired by Light & Wonder and received approval from the Michigan Gaming Control Board to offer live dealer games in the state.
**Global Expertise, Local Appeal**
Authentic Gaming already has live dealer games in numerous countries around the globe – a significant advantage for a company seeking to leverage its experience in the US market.
“We offer top-notch, interactive live games from real casinos and studios,” Bartor explained. “You can find our live casino games on over 300 websites.”
The Wolverine State marks the initial step for Authentic in the United States, Bartole indicates, with the Garden State trailing closely.
Although Authentic Gaming provides games worldwide, it customizes the experience to the operational market, starting with the game selection.
“We have a wide range of live dealer games,” Bartole states, “including a variety of live roulette tables, traditional blackjack, multi-player blackjack, baccarat, and game show formats.” The company also offers its distinctive X-Roulette game series.
Authentic can draw from its extensive library to create localized options that directly connect with players.
“In our Michigan studio, we currently have 11 live games. In 2024, we’ll be making substantial investments to further enhance the game selection, including big-brand game shows and customized products for specific operators.”
According to Drin, localization is more than just language.
“We go to great lengths to cater to the needs and preferences of local players,” he says. “We pay attention to all the details, such as blackjack side bets preferences in the region and local video streaming infrastructure, among many other factors.”
This is all good, but that’s the final product. Reaching that point—a strong, scalable, and diverse live dealer game selection—requires hard work and a keen understanding of the market.
A New Viewpoint
Live dealer games are distinct, which may go without saying.
Developing and introducing live dealer games is a distinct process compared to launching a fully digital table or card game.
Delin concurs, highlighting the necessity for a unique approach to the product.
“When executed effectively, live dealer games 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 instills in the player. Seeing is believing, as the saying goes!”
Players appear to have a fondness for live dealer games because they perceive these games as “authentic,” something not all digital games can accomplish. The ability to witness the action unfold in real time enhances the connection between the player and the casino.
The outcome? Consistent growth in live dealer participation.
“Live casinos are now truly becoming integral to operators’ offerings and business strategies,” Delin states. “This is, naturally, in response to the increasing number of players who are engaging in live gaming. In some markets, live dealer constitutes approximately 50% of the entire online casino market, while in others, it’s closer to 20%.”
Delin estimates that most markets fall within the 20%-50% range in terms of live dealer contribution. Demand is expanding as new games are introduced and players become acquainted with the format.
“There’s a strong demand for non-conventional table games — this is driving player participation beyond blackjack, roulette, and baccarat,” Delin says.
Naturally, launching live dealer games is never as straightforward as pressing a button, offering the game, and generating revenue.
Realizing such a distinctive vision necessitates a flexible and adaptable team.
To bring this unique vision to life, a flexible and versatile team is essential.
“The primary components that shape the player experience are a potent game engine capable of handling thousands of players online concurrently, providing players with 24/7 4K video streaming quality, a high-quality UI, a stunning studio setting with sound and audiovisual technology, and service-oriented, energetic hosts,” Delin stated.
“The main components that make up the player experience are a powerful game engine that can handle thousands of players online at the same time, providing players with 24/7 4K video streaming quality, a high-quality UI, a stunning studio environment with sound and audiovisual technology, and service-oriented, energetic hosts,” Delin said.
Focusing on the various parts that come together to make live dealer games work, it sounds more like a Tony Award-winning Broadway production than a casino game. This is intentional. Because these games create the closest connection players have to a casino outside of a physical casino, they need to have high production value. The show must go on – flawlessly.
Zooming in to examine the various parts that come together to make live dealer games work, it sounds more like a Tony Award-winning Broadway show than a casino game. This is intentional. Because these games create the closest connection players have to a casino outside of a physical casino, they need to have high production value. The show must go on – flawlessly.
This attitude is evident in Bator’s explanation of a successful live dealer studio.
This attitude is evident in Bator’s explanation of a successful live dealer studio.
“You need to create an environment that looks good on camera,” Bator said. “Secondly, you have to consider how the camera angles integrate with the player’s UI, as it determines the ultimate player experience. In online games, you have game hosts, not dealers like in a physical casino.”
“You need to create an environment that looks good on camera,” Bator said. “Secondly, you have to consider how the camera angles integrate with the player’s UI, as it determines the ultimate player experience. In online games, you have game hosts, not dealers like in a physical casino.”
“It’s not simple,” Delin said, “but the combination of technology, talent, and people is what makes live dealer games so exciting.”
“It’s not easy,” Delin said, “but the combination of technology, talent, and people is what makes live dealer games so exciting.”
Of course, live dealer games are not a one-time event. Delin said the hard work is just beginning when the games go live.
Of course, live dealer games are not a one-time thing. Delin said the hard work is just beginning when the games go live.
Our gaming experiences are consistently enhancing for our players.
A fresh agreement
Live dealer games are in a state of constant evolution, and demonstrations play a significant role in this process.
“The role of a dealer in a physical casino and the role of an online game presenter are two distinct professions,” stated Bartor. “In traditional casinos, dealers undergo extensive training, particularly focusing on mastering the handling of chips and cards flawlessly, counting money accurately, and disbursing winnings without any errors.”
However, the online realm presents a different scenario. The requirement for skills is less demanding. All the necessary information is readily available on the screen, and the operator’s system transmits it to the player’s device. In roulette, there are no physical chips – the presenter simply sets the ball in motion.
“For poker, the primary focus is on placing the cards in their designated positions, and all the game steps and counts are clearly displayed on the screen,” Bartor elaborated. “While gaming skills are essential, the most crucial attributes for becoming a successful presenter are charisma, confidence, and a captivating personality.
“Online presenters resemble television hosts, their primary objective is to establish a connection with the players and ensure they have an enjoyable experience.”
Due to this emphasis on performance, the live dealer industry is embracing innovative formats that showcase the presenter’s charm.
The subsequent phase
Live dealer operators possess a comprehensive understanding of how to conduct the popular games: blackjack, baccarat, roulette, and so forth. Now, a wave of new games is emerging, transforming the capabilities of live casinos.
The realm of live slots is a complex one,” remarked Bartoli. “We’ve witnessed some failures in recent times that aimed to blend slots with live casino experiences, and there are still new releases striving to discover the ideal formula.”
Authentic Gaming has taken a gamble with their latest creation, 7’s on Fire Live, which is now accessible in Europe. Participants can wager on numbers or symbols and potentially secure winnings up to 10,500 times their stake. Bartoli mentioned the game is performing well.
Although live slots haven’t quite gained widespread acceptance yet, game show formats are gaining traction.
“Game shows are undoubtedly the most popular trend,” stated Bartoli. “Or, to be more precise, any game that presents substantial wins and a sense of togetherness is a success.”
Despite being available in only a handful of states in the U.S., live dealer games are still expanding. The U.S. has much to glean from other nations, and for the time being, the tried and true classics are fulfilling their purpose.
“The U.S. is still a nascent market for live dealers,” said Bartoli. “Therefore, traditional live casino games remain highly sought after and generate the majority of revenue. For American players, simply engaging in blackjack online is still a novel experience.”
However, this won’t deter Authentic Gaming and their rivals from experimenting with new concepts.
Over the past few years, all of us, every live dealer provider, have been exploring new concepts, motivating one another, and enhancing our services, software, or platforms. The significant advancements in live streaming technology in recent times have made it essential to stay current.
However, simply tossing out ideas and seeing what works can only get you so far, something Authentic Gaming understands well.
“Each market is unique,” states Bator. “Currently, it’s all about the specifics. What do American players favor most? Or, more precisely, what do players in Michigan, New Jersey, or Pennsylvania prefer?”
These inquiries ignite fresh ideas and products that could become the prevailing trend in live dealer gaming in the future.
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