Online casino operators in established markets around the world are getting very excited about live table games. Research suggests the vertical could be worth up to €1.9bn per year by the end of the decade in Europe alone, as players seek out a more realistic and “human” experience.
But while the vertical is showing some signs of growth in Europe, the same can’t be said for Asia which was the bastion of Live Dealer and is now not riding such a steep upwards trajectory. There are a couple of reasons for this; in Asia, traditional casino players especially within Live dealer tend to be a slightly older demographic, and that demographic is still a little sceptical when it comes to random number generated (RNG) content and games.
Online casino/slots players in Asia tend to be younger; they are upwardly mobile, tech savvy and have absolutely no trust issues when it comes to slots and table games powered by RNGs. As such, they don’t require a human dealer to add trust and integrity to the games they play and are not so superstitious to boot.
Across the region, consumers have been open to technological advances and have embraced the power of algorithms and artificial intelligence. Smartphone penetration is high, and consumers feel very comfortable accessing gaming and gambling sites on these devices.
They are also engaging with digital payments; while many in Europe remain suspicious of contactless payments, eWallets and QR code scanning, they are becoming the weapon of choice among Asian consumers. Again, they trust the technology and don’t require human interaction to prove its transparency.
But this has thrown up unique challenges for Asian online casino operators and developers. Players want to access casinos and sites that are mobile-optimised and offer RNG games that are immersive and engaging. European developers have found the formula in this regard, but the solution has yet to reach Asia.
This helps to explain the poor retention rates Asian online casino operators are reporting at present. Churn remains high, with the average player sticking around for as little as a week before moving to another site. In Europe, that number is more like three months so the operator must engage with the player swiftly and adopt and implement robust retention strategies.
This is simply because sites and games don’t feature the same tools and functions that keep European players loyal and wagering for longer. It is an area that Scandinavian slots developers such as NetEnt, Quickspin and Play N’Go excel at, and their expertise and experience is very much in demand in Asia.
But things are starting to improve. Senior developers from these power players are taking up positions at smaller companies – some in Asia – and are bringing their knowledge with them. It means most slots are now being developed in HTML5 and boast gamification tools that keep players sticky.
It’s also great to see suppliers such as NetEnt and Quickspin making their games available to Asian operators for the first time. Both have chosen Flow Gaming as their authorised distributor in the region – a major bonus for operators, players, and the suppliers themselves.
It means Asian players are finally getting the games they desire. While live dealer is in high demand the region, it’s blockbuster hits such as Starburst and Gonzo’s Quest that Asian players are hungry for. This may change over time, of course, but for now it seems the difference between East and West is as stark as ever!