Head of LeoVegas Talks about Game Shows
by Glenn Baird - September 14, 2020
On the last day of the SBC Summit Barcelona, head of Leovegas, Rokas Benetis spoke at length about the growing popularity of game shows as a focus for casino games.
“Game Shows as a game type only appeared in this industry just a couple of years ago, with the evolution and launch of Dream Catcher being the first sort of non classical table game variant,” he explained.
“The games themselves are sort of coming from popular TV shows. You’re currently on an offering where you have Deal or No Deal, Monopoly, you know, Dream Catcher and other games, which are on a different level in terms of player engagement.
“It’s more attractive to a wider audience and I think the players feel more comfortable on them because they’re much simpler to players or require a lesser knowledge level to play them.
“It really opened the door for a much wider player profile for live games. I know in the past when we see you know, the specific profiles tend to gravitate towards classical games like blackjack or roulette. But the growth in the last couple of years really came from game shows.”
Product director games of chance at Betsson, Ciara Nic Liam concurred, stating:
“I think the piece worth pointing out as well is the emergence of those game shows came at a really great time when there was an enhanced focus on due diligence and KYC and people weren’t just trying to bring in large live casino VIPs that wanted private tables.
“People pivoted more to recreational players and their player base to make sure their casino was more sustainable. So people push these games quite heavily. There were live casino players that tried these game shows, and that was to love to buy them. But actually, as we see, even with the streamer community, it’s a lot of predominantly strong, slot players that go on and play these game shows.
“What we then find is we try to up-sell them and cross sell them to other live casino games because a live casino customer in a lot of markets can be more valuable than a slots customer.”
Madis Raus, OneTouch’s head of product, believes that there is a new audience out there looking to play casino games based on game shows:
“I definitely see the game shows more appealing to the younger generation that actually are looking for this excitement, entertainment and also the community feeling. “I don’t think these game shows will attract those hardcore gamblers very well.”
“What I see is that those, like regular guys playing in land based casinos, one of the things that they definitely might want is the localisation. Probably a Japanese guy doesn’t want to play with an English speaking dealer is one of the things and if we offer them the same local experience that they could get from the local casinos, this might help.”
Head of digital table games at Rank Interactive, Richard Walker added: “Obviously there is a lot more technology wise for digital gaming and retail are trying to get there now, looking to use the Dragon Fire roulette multipliers in. We are looking to launch something similar in retail and the demand for it online is massive to kind of retail are trying to catch online with their offering rather than the other way around.”
Finally, Nic Liam rounded things off by stating: “When we look at places like Asia or the African continent, and like America we definitely see an emergence of different pieces and what we really strive to do is make sure we offer the best regionally diverse content to our customers, whether that’s something in LatAm, specifically, or whether it’s a version of Turkish poker.
“I think if you want to compete in a region, you need to make sure that you understand and you respect what the local games are and you try and compete on that front rather than just thinking that you know, European games are going to work in every region because we know that’s not always the case.”
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