Game shows are driving the momentum for live casino as the vertical closes in on its sportsbook and iGaming counterparts, suggests Sargis Poghosyan, CreedRoomz VP of Casino.
Citing the roadmap witnessed across recent years by the leading lights of the vertical, this path is one that is also being trodden by the BetConstruct brand as its strives to make further waves across the space.
In conversation with iGaming Expert at September’s SBC Summit, Poghosyan addressed how competition helps spur CreedRoomz on to hit new heights, which geographies could witness the next live casino boom, and just what future developments are to be introduced to capture the attention of a larger player base.
Live vs sportsbook & casino
Throughout the conversation on the sprawling showfloor of the Lisbon showpiece, the VP exuded much confidence that the company’s speciality is making significant headway in gaining ground on its competing segments.
Poghosyan notes that live casino is “gaining more advantage in the battle” between sportsbook and online casino, with one aforementioned set of products in particular hailed as playing a crucial component in leading this chase.
“This is due to more focus being placed on games shows” he says, before proceeding to suggest that these not only appeal to the demands of standard live casino players, but are gaining traction with those that traditionally do not stray beyond the slot or sportsbook spaces that they commonly frequent.
“Considering all this information, I would say that live casino is getting bigger and bigger and it’s gaining more by itself,” he states.
“Previously, we could consider that live casino was around 30% to 40% of the market. Now I am pretty sure that it’s even bigger at this moment.
“If we are considering the information from platforms that we have, live casino is already about 50% of the turnover of the platforms. It’s a significant share of the market.”
Major upgrades and updates
Complacency is certainly not a word that occupies a place within the CreedRoomz vocabulary, with a message of consistent customisations and improvements being one that Poghosyan is keen to stress.
Ahead of the industry’s descent on to the Portuguese capital, CreedRoomz vowed to introduce a series of major upgrades to existing games in a bid to elevate the player experience further still. But what exactly does this look like?
“We are always innovating and we are always trying to update and to have the best product in the market that we can,” he says.
In addition to implementing “a lot of new features on standard games”, CreedRoomz has also updated the UI of its portfolio with a view to introducing an air of freshness and interesting styles.
These enhancements, Poghosyan continues, were largely driven by not only personal experience but statistics from competitor analysts of all other providers that are in the market.
However, it does not stop there. Multiplayer table and AI were also stipulated as critical factors that could grant a range of new opportunities for players.
“We are trying to keep all this innovation in CreedRoomz,” he adds.
To complement all of the above, the company also rolled-out new additions to its catalogue in Lisbon, with the overall theme being one that is incredibly familiar.
“As you know, the market is going towards game shows, and this is also the main focus at this moment from our side,” he states.
Aurum Roulette Live is the first title to come to the table. This multiplayer offering provides a multiplier of up to 700 on standard roulettes.
Poghosyan outlines: “We also have two new products that we have brought during this expo. One of them is the virtual studio, where we have an auto roulette with a virtual studio background customised for each operator.”
In addition, Deluxe Roulette, a slow motion version of the popular game, is highlighted as “very trendy”, with its development backed-up by “statistics that a lot of players” demonstrate an affinity for such an effect.
Game shows: the key to success
Throughout the discussion, Poghosyan is certainly not shy in stipulating just exactly where he sees exploitable opportunities that could drive CreedRoomz to the next level.
Stressing that “everyone in the market at this moment is placing a big focus” on such games, a pair of competitors are citing as examples of just why such a strategy is sure to pay off.
“If we consider our tier one competitors, such as Evolution or Pragmatic Play, you can see that 80% of their portfolio from the last two years is mainly focusing on having new casino game shows,” he comments.
“Considering that, and also considering the demand from our partners, we made these changes on our side.”
In addition to bringing two game shows titles to the industry’s attention during the SBC Summit, CreedRoomz is promising to follow this up in a much larger sense, with new technologies involved, during January’s Barcelona-based gathering.
Brazil: the foundation of future endeavours
Unsurprisingly, one particular nation forms the bedrock of CreedRoomz’s immediate plans for future geographical expansion, despite the whole continent as a whole representing one of great potential for the company.
“I would say that first of all the Brazil market is the top priority for us at this moment” he states, with the necessity of a regional footprint and true localisation deemed a critical component to make any true progress within the country.”
He continues: “Considering all of the innovations that we are doing on our side, we also have a big focus on dedicated studios for specific regions.
“As Brazil is getting big, and considering the regulation part that is coming with new rules in the market, we have created a dedicated Brazilian studio with native speaker Brazilian dealers to have a more targeted audience in the market.”
Elsewhere, it is all eyes on ICE Barcelona 2025 for CreedRoomz, where a trifecta of fresh introductions in the form of a new wheel game, Mr First Bingo and El Dorado game show will be leading the group’s ambitions during the early stages of the year.
