“We have high expectations for ICE 2017”
(Exclusive interview).- Evolution Gaming reveals to Focus Gaming News its plans for ICE 2017.
Evolution Gaming is a key company for the gaming industry as its technology and innovations are changing the international sector. The company is presenting at ICE Totally Gaming 2017, from February 7-9 at ExCel Convention Centre in London, the future of the industry. The managing director of Evolution Gaming UK, Helen Hedgeland, assesses the upcoming performance and the relevance of the show for this year’s development of the industry.
Evolution Gaming has been recognised for its excellent product by top-tier brands globally. What are the expectations for this year’s performance at ICE Totally Gaming?
We have high expectations for ICE 2017. ICE is a great opportunity to showcase our full portfolio and latest releases and enhancements to existing customers and prospects.
We are delighted to continue working with so many top-tier brands, but we also work with an increasing number of up-and-coming brands that are becoming increasingly popular and will no doubt be challenging some of the existing leading brands in the future.
This year we have two brand-new products launching at ICE, as well as many other new releases from the past months which will be on show for the first time at a major industry event. The first of the two new products is an all-new game, while the second will extend our convergence offer for land-based casinos.
What does ICE Totally Gaming mean for Evolution Gaming’s growth?
ICE is a key show for all operators. Also, to date, it’s the only show where Evolution has exhibited, so that tells you how important it is to us.
We continue to grow both in terms of customer numbers, tables operated and revenue. We see ICE as an ideal opportunity to consolidate our position as the world’s leading Live Casino provider and attract new prospects to the brand, especially from markets that are currently re-regulating.
This year we have a larger double-deck stand, which means we can showcase more products and accommodate even more meetings. Of course, we meet with potential new customers throughout the year, but ICE is a focal point where everything comes together. Existing relationships are strengthened and new contacts made too.
We continue to grow both in terms of customer numbers, tables operated and revenue. We see ICE as an ideal opportunity to consolidate our position as the world’s leading Live Casino provider and attract new prospects to the brand, especially from markets that are currently re-regulating.
As most European countries are introducing new legislation on iGaming, online and live casino services, will ICE play a particular role in Evolution’s development in new regulated markets?
There is no doubt that many of our conversations with customers will focus on the opportunities in new regulated markets. It has always been that way because enabling our licensees to achieve first-to-market advantage has always been a key focus of the company, and will continue to be so. Live Casino, as one of the fastest growing gaming sectors, is central to success for operators in these markets.
Evolution is always monitoring key jurisdictions where new regulations are being considered and implemented. Indeed, we have a track record of being first to market in newly regulated markets. We are seen as the go to provider for any operator looking to establish a strong Live Casino presence in a new market and grab early market share.
Investment in new and changing markets is very much part of our strategy. Last September, we launched our seventh European studio, streaming from Grand Casino Bucharest, and becoming the first certified Live Casino servicing licensed operators in the Romanian market.
In 2017 the online sector has promised to become the most targeted sector of the gaming industry. Evolution offers both land-based and online live casino services. How do you assess the current iGaming sector? Do you think land-based casinos are shadowed by the new technologies?
We have been working with land-based casinos for several years now and have an increasing number of land-based customers to whom we offer a range of different services.
Grosvenor/Rank have been working with us for a number of years. They were one of our first licensees to use a dedicated environment. Even in the beginning we used a backdrop of their Park Tower Casino to give online players the sense of being in one of their land-based casinos. Now they have a number of dedicated tables streaming from our Malta studios with native speaking English dealers as part of the team.
Genting have two separate branded environments to serve their VIP players in Crockfords and their mass market players at Genting Casinos.
In the last year, we have installed Dual Play Roulette in The Ritz Club and The Hippodrome, which are both iconic venues in London. We also have our initial Dual Play deployment running at the Dragonara Casino in Malta, serving both the casino’s own players and also available as an add-on live feed for other Evolution customers.
In addition, we have studios in Grand Casino, Bucharest and Casino de Spa, serving numerous operators in Romania and Belgium respectively to meet legislative requirements.
Added to this, there’s our mini on-premise studio at Casino di Campione, on their slots floor, which extends the services on offer to that casino’s customer base.
Given the increasing scale and variety of online activity amongst land-based casinos, I think it would be inaccurate to say that they are in the shadow of new technologies. Land-based operators are understanding that a significant number of their players will be playing online somewhere, so they need to have their own strong online presence to maximise their opportunity, revenue and brand loyalty.
Land-based casinos have two very strong assets – their brand and their player base. They can utilise these assets and use online gaming as a way to attract and incentivise a younger demographic to come into their land-based casinos.
We believe that land-based casinos will become increasingly focused on online and convergence services, which is why land-based continues to be a key focus for Evolution. True convergence is inevitable and several of the most forward-thinking land-based brands are already some way down that road.
Given the increasing scale and variety of online activity amongst land-based casinos, I think it would be inaccurate to say that they are in the shadow of new technologies. Land-based operators are understanding that a significant number of their players will be playing online somewhere, so they need to have their own strong online presence to maximise their opportunity, revenue and brand loyalty.
Evolution has been developing European live casino offerings. Will the company focus on new regulated areas during 2017?
It is true that Evolution has focused on the European market, including the significant number of newly regulated markets in that region. In doing so, we have positioned ourselves as the clear market leaders through our operational excellence, customer optimisation, product innovation and by ensuring a scalable, reliable solution for our licensees.
Now with 200-plus tables operating across our seven European studios we have consolidated that position.
We continue to monitor other regulating territories and to evaluate the opportunities in each case. As I’ve mentioned earlier, regulated markets is a key focus area. Having said that, it is paramount that wherever and whenever we operate, we continue to deliver the same high levels of service as our current offering. That is always a primary consideration when we assess the potential and viability of any new market.
Last year Evolution presented exciting new products during ICE, such as Live Baccarat features and Live Double Ball Roulette, could you share a preview of 2017’s Evolution releases?
Since last year’s show we have further extended our Baccarat portfolio with the addition of Baccarat Control Squeeze and Speed Baccarat.
The first of these new Baccarat products gives players ultimate control of the squeeze. Whether playing on smartphone, tablet or desktop, they can now peel back the cards themselves.
Speed Baccarat similarly appeals to the real Baccarat aficionados. It shaves 20 seconds off the duration of a game round (compared with our traditional Baccarat) to provide fast-tracked games and maximum betting opportunities and excitement.
At this year’s ICE we’re also placing the spotlight on Evolution exclusives such as Three Card Poker and Ultimate Texas Hold’em. Both games are the result of an agreement with Scientific Games, through which Evolution is the exclusive provider of the Live Casino versions of these dominant Poker games.
Furthermore, visitors will be able to see our new Progressive Jackpot integrated into Live Caribbean Stud Poker. We feel this is going to attract even more slots players to Live Casino by offering an increasing big-money main jackpot prize for a Royal Flush, and fixed lower level prizes for a range of other Poker hands.
Finally, on the product front, there will be a few surprises with an all-new game, as well as news of an extension to our convergence offer for land-based casinos.
Aside from pure product, we will be offering a number of inspiring talks in our lecture theatre on the stand. These will provide further insight into how we deliver world-class Live Casino solutions. The topics will be ‘How To Get The Most Out Of Your Evolution Live Casino Offering’, ‘How Do Online Live Dealer Casinos Protect Themselves From Players They Cannot See? Innovation within game security’ and ‘The Bridge Connecting The Offline And Online Worlds’.
