Live dealer games have been a key product vertical for years, providing an immersive experience that mirrors the feel of visiting a land-based casino, but with the benefit of being accessible remotely.
We spoke to BetGames Chief Product and Business Development Officer Ian Catchick and Eeze Chief Commercial Officer Graeme Powrie to get their thoughts on the future of live dealer games, and how advancements in technology could affect the importance of finding a balance between classic gameplay and innovative new features.
When creating a successful table game, how important is it to balance retaining the elements and feel of classic games while introducing enough fresh features to make them unique?
Ian Catchick: You need a balance of both, and this is typically the way we build any established table game. Everybody loves to see innovative new features, and it is important to balance these with the game that people know, trust and understand. When we design a table game, we always respect the game’s heritage and add features that we believe benefit the player.
Additionally, taking the player on a gradual evolution instead of wholesale changes in one go is often the best way to onboard and retain them by keeping things simple and easy to understand, ensuring they don’t feel alienated by complex new mechanics.
Graeme Powrie: In short, it is incredibly important, because customers appreciate familiarity with products that they already know. If you have to spend time educating players, it is more likely they will pivot to a game they understand, rather than waste their valuable time learning complex mechanics.
That is why wheel games are still so popular. They offer incredibly straightforward mechanics that players can understand without the need for audio or a written explanation. They get a feel for the entire game within a few spins.
How can evolved versions of classic favourites boost cross-selling opportunities to bring in new players and additional revenue?
Ian Catchick: Different player risk categories need to be catered for, so making the call to action and USP clear and understandable provides the space to target these specific player segments. For example, the low-risk player looking for regular returns will not get excited by features that create more volatility in the game, and vice versa.
When a classic game is enhanced, it’s essential to know who this game will target to ensure clear communication as to how this addresses the player’s needs. Players should also be allowed to try and engage with the new product, with a focus on simplicity, ease of play and providing a fresh experience to empower them to decide for themselves.
Furthermore, when building games at BetGames, we are always identifying ways in which products can be closely associated with sports bettor play journeys and behaviours. We have developed several titles with this demographic in mind to help us bridge the gap between sports and casino, onboarding them to our products. This means that we can cater to and address the needs of not only current casino players but also recreational sports bettors wanting an easy play experience as they discover casino games.
Graeme Powrie: With the exception of probably roulette, where multipliers have added huge interest in attracting players from a new demographic, variations of classics aren’t as attractive for cross-selling. We have found that gameshows are probably the most engaging way of attracting slots players into the live casino sphere, with a similar RTP, and bonus rounds which really drive engagement and anticipation – unlike the steady grind of a blackjack session.
What makes the live casino genre unique is its social nature, and people naturally like to play with other people, so the community aspect is important. Even little details, such as live dealers historically being perceived as trusted more than RNG by many players, are key to understanding when developing a product that reaches new demographics, where they can all celebrate the wins together.
There is also a sense of occasion with the gameshow format. Each experience is different which adds to the excitement for players, particularly when those bonus rounds hit, the anticipation is key.
What table game trends have proven popular in previous years and what are your predictions for future trends?
Ian Catchick: There has been a move towards quicker gameplay with bigger prizes, and to some extent, a greater emphasis on risk-reward gameplay. Community elements such as chat functions are also important trends. Even if players don’t regularly engage in chats, they often like to watch other players chat as part of their entertainment experience.
Overall, games are getting faster as players’ time becomes more precious, and finding a simple way to bet, play and win for short sessions is a notable change in player behaviour. Also, finding new content ideas for players to trial allows them to get a unique experience that will either convert them to the new game, see them remain with the old one, or share and grow their play revenues across different variants.
Graeme Powrie: The only certainty I can give is the wheel will maintain its popularity and longevity. Gameshows are expensive to develop, but customers will quickly tell you if they’re bored of your product or love it. Everyone knows the wheel, which provides a perfect building block to then be creative in the bonus rounds around what is a familiar and recognised bonus delivery mechanic.
An area that the industry is yet to address is creating snackable content for live casino players, such as a game which provides short play sessions while waiting for a bus or train. That fast, digestible, quick-win gameplay hasn’t really been developed yet, and it’s an area where we can be inventive as providers.
What does the future of table games look like from your perspective? Will vintage games always attract players or could the emergence of AI and virtual reality lead to an entirely new style of gameplay?
Ian Catchick: Vintage games will continue to remain important to players, and the significance of these games should not be underestimated. AI and VR will become increasingly important in personalising the player experience, identifying more effective ways to entertain and engage players. New technology will also drive quicker and more cost-effective game development and launches, allowing more content to be tested in the market.
Having the opportunity to personalise products with these tools will enable players to enjoy a completely customised gaming experience that is unique and compelling to them. The data that these tools can collect will also inevitably help drive greater and more enriching innovation in the future, in turn allowing providers to create a much larger portfolio of table game content that caters to the needs of both casino and sports bettors.
Graeme Powrie: There will always be a space for the traditional games as they are so well known and loved, but the future for operators is having something to offer their customers that is exclusive and bespoke, allowing them to stand out from their competitors.
Using AI and cutting-edge video technology, operators should be able to customise everything they want. This can even include showing different versions of the same game to different segments of players.
The future in this space should focus on giving operators as much creativity as possible within a framework. If we hand them the ability to spin out different versions of the base game through new tools, then it opens up lots more opportunities. This is a similar model to slots, where base games can be tweaked to create entire new genres, while also enabling rapid speed to market and a built-in level of familiarity.
