## Bringing the Live Casino Experience to Reality: Playtech Live – iGB
Playtech Live is the most recent offering from Playtech, with a central emphasis on providing players with a high-roller experience. This top-tier live casino product utilizes some of the most cutting-edge technology in the field, concentrating on taking artificial intelligence to a new level. Edo Haitin, Chief Executive Officer of Playtech Live, believes that this powerful new live casino experience will revolutionize the game for operators and players alike.
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Bringing the Live Casino Experience to Reality: Playtech Live
Insights from H2 Gambling Capital (H2GC) reveal that online gambling is expanding much faster than brick-and-mortar gambling, and within the digital realm, live casino is expanding the fastest. From 2016 to 2019 alone, the compound annual growth rate (CAGR) for live casino was a staggering 32%. In recent years, the industry has become increasingly popular, with more and more players opting to play their favorite casino games in a live environment.
But how do suppliers develop products that can satisfy the needs of players in this expanding market? Haitin believes Playtech has discovered the solution.
“What distinguishes Playtech Live from all the competition is that we’ve been learning. We’ve learned that we need to concentrate on two core elements: our games and our dealers. Both have to be the best for a live product.”
Online Casinos vs. Live Casinos
The excitement felt in a physical gambling establishment is tough to surpass – from the rivalry at the poker tables to the packed action at the roulette tables, it’s a feeling that’s hard to copy online.
Even though virtual casinos have become a common form of amusement, players’ yearning for something more stimulating continues to rise. Traditional casinos add an extra layer to the online gambling experience; with real people, real dealers, and real cash, players have everything they need without leaving their comfortable surroundings.
Playtech’s Significant Innovation Challenge
Everyone in the online gaming industry is constantly striving to improve and “invent” their offerings, but there’s a classic “catch-22” here: the more innovation there is, the more difficult it becomes to uncover new ways to innovate.
The use of artificial intelligence in online gambling is a major trend sweeping operators and suppliers. While artificial intelligence isn’t a new phenomenon, it’s continuously evolving and changing the way online games are delivered to players.
For Haytin, Playtech Live doesn’t employ artificial intelligence as a gimmick or marketing tool; instead, it operates behind the scenes to help enhance the product offering.
“I believe artificial intelligence is a marketing tool for many. At Playtech Live, we don’t present it as a main attraction, but rather under the umbrella of services,” he explained.
“When we use artificial intelligence at Playtech Live, it’s not to create a new motto;…”
We actually utilize it to attain safer gambling and identify any unlawful actions when serving our clientele. Numerous other applications have come to the forefront, whether it’s camera detection of cards or other forms of analytics we utilize to monitor the game’s progression.
“We employ these technologies rather than selling them. In this manner, we furnish the most creative experience for our patrons, keeping players engaged, relishing responsible time and ultimately having a good time. When utilizing AI-powered services, we don’t merely hype up the product due to its granularity, that’s what sets it apart.”
“As a technology-driven enterprise, AI is already integrated into our systems, making it more than just a trendy term. It’s a fundamental aspect of who we are and how we operate.”
Connecting the Gap with Playtech Live
While many providers discuss enhancing the player experience, Playtech Live stands out with features like augmented reality. With this groundbreaking technology, players can now enjoy an immersive experience of sitting at a genuine casino table playing with a live dealer, all from the comfort of their own residences. This is a true game-changer that delivers on the promise of enhanced and captivating gaming experiences.
“I believe what we’re accomplishing in live games today is creating an intellectual property that’s being leveraged in a different manner than you see with standard game releases, marketing, playing and putting it in the back room.”
Our aspiration is to craft timeless masterpieces that will be treasured for generations to come.
Playtech Live: Bringing the enchantment of traditional television game shows to the realm of live casinos.
Playtech’s objective wasn’t merely to produce another live casino offering. Instead, the team concentrated on bridging the divide between well-known television game shows and the live casino format, shows that have captivated audiences for years.
“We’ve obtained the rights to the top television game shows globally,” states Haytin. “All the classics will be exclusively ours for years to come. For instance, our most recent offering is the iconic ‘Family Feud.'”
“Playtech Live is transforming the live casino experience by incorporating popular television game shows. This groundbreaking approach enables players to effortlessly transition from watching and participating in games at home to actively engaging through our live casino platform.”
A formula for achievement.
Playtech is no stranger to releasing casino games based on television programs, having previously unveiled ‘Deal or No Deal’. This game has been a resounding triumph, securing the American Gaming Association’s Product of the Year award in 2023, three years after its initial European debut.
Haytin attributes its success to Playtech owning the product for three years, allowing them to continuously develop and refine it based on player feedback. The latest version was subsequently launched in the United States.
Playtech has poured significant resources and garnered acclaim in the marketplace for its groundbreaking work.
“The accountability these brands entrust upon us, encompassing how we portray them, the extent of intellectual property, inventiveness, and setup, must align with the standards of a Hollywood production, and I believe that encapsulates everything. For instance, crafting the ‘Jumanji’ game show was not a simple task, but we accomplished it.”
The introduction of Playtech Live and ‘Jumanji’ are recent occurrences. Playtech secured the rights to ‘Jumanji’ in 2021 through an agreement with Sony Pictures Entertainment. The game is rooted in the 1981 fantasy novel by American author Chris Van Allsburg, which spawned its own collection, including board games and numerous films. Now, it has debuted a live casino offshoot.
“Even if you don’t participate, we make the game engaging; we craft a viewing experience for you without requiring any financial outlay,” Haytin clarified. “The age range is timeless.”
“Everyone relishes adventure – I don’t believe we should exclude older individuals from partaking in games.”
‘Jumanji’ represents a substantial investment for Playtech, and according to Haytin, it’s the largest online casino game show ever unveiled in the US.
The game merges cutting-edge technology with a cinematic experience, taking players on an immersive journey through movie sets.
This brand-new live dealer game, situated in one of the largest and most elaborate studios Playtech has ever constructed, aims to attract players into a 24/7 “Jumanji” themed park experience.
“This fresh live dealer game will take players on a trip through the heart of the jungle, encountering obstacles and surprises along the way, like facing the crushing of wild animals or unlocking the mysteries of a magical board game.”
Playtech Live isn’t just performing well in Europe, it’s now expanding across the Pacific.
Even though Evolution is leading the American market, Playtech is still making strides with its popular game shows and entertainment offerings. Playtech obtained licenses for two of its most successful games globally, “Adventures Beyond Wonderland” and “Deal or No Deal Roulette,” in New Jersey and Michigan, respectively, and is poised for continued success in 2024. So, how does it plan to accomplish this? What makes Playtech stand out from its rivals?
“Bringing this success to the American market, creating the best product for American consumers, giving them an option, rather than being forced to use a product designed to empty their wallets,” Haitin explained. “That’s what we’re striving to achieve, we’re striving to place this spirit of fair, responsible gaming, creativity and entertainment-driven choices at the forefront of our strategy.”
We differentiate ourselves from our rivals by not imposing our approaches on anyone. We’re solely a business-to-business enterprise, with our primary focus on ensuring our licensing strategy is paramount. Our goal is to assist our partners in achieving success alongside us, not through us.
The Playtech collective
Playtech Live provides a diverse array of services, which, according to Haitin, necessitates a top-tier team to guide.
“Our personnel are deeply entwined within the Playtech family, recognizing opportunities for growth and expansion within their respective divisions,” he stated.
Live casinos are favored due to their ability to present players with a realistic gaming experience. In contrast to conventional online casino games, live games are conducted in real time with actual dealers, generating an authentic casino ambiance. Thus, how crucial is a contented workplace when it comes to contented dealers?
“At Playtech, we prioritize the training and development of every member of our team, ensuring they are treated well and provide exceptional service with genuine smiles. This philosophy distinguishes us. Whether you’re visiting our live gaming tables at a casino or viewing our television programs, we comprehend the significance of establishing a pleasant atmosphere and guaranteeing a positive experience. For us, it’s all about cultivating a positive environment, creating a welcoming setting at Playtech.
“Our dealers and presenters are undoubtedly the finest.”
Casino innovation: engaging in the long-term strategy
Looking forward to the year 2024 and beyond, Playtech will continue its path of innovation and growth in the live casino sector. Playtech is dedicated to bringing novel products to the market and anticipates introducing cutting-edge technologies that will further engage players in the thrill of live casino games, as Haitin explained.
“We have a lot to anticipate,” said Haitin. “There’s a lot to anticipate in the next two years with the expansion of Playtech Live. The use of live applications is likely to surpass our current levels. I personally believe that Playtech will lead the expansion of live technology in various fields, application scenarios, other technological areas, and even different industries.”
One area of development that Playtech Live may explore is virtual reality (VR) gaming. By utilizing VR technology, players will have the opportunity to enter a virtual casino environment, experiencing realistic visuals and immersive interactions. This is an exciting vision for the future, but Haitin is keeping it confidential for now.
“I can’t say too much right now,” said Haitin. “However, Playtech Live will take the most popular product in the world today, which is video, and bring it into a different dimension, allowing people to watch videos, but also choose to participate in the video experience for free.”
Edo Haitin, CEO of Playtech Live
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