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Localization and innovation key to live dealer

With the ASEAN Gaming Summit conference only a few weeks away, AGB sits down with representatives of Ezugi to discuss some key trends they foresee in Asian gaming markets.

What kind of trends do you foresee in the South East Asia over the next few years?

Live casino gaming is driven by voracious consumer demand and that of the operators looking to keep pace with the needs of their gaming players. The popularity of live gaming for the player is the transparency, interaction and emotions that replicate the live land-based casino environment.

However as the market and product adoption matures, players become more demanding. Localization and innovation, therefore, becomes a differentiator for the operators and their live casino software providers in driving the creation and execution of new products, services, and business processes.

Strategic insight into the localized Southeast Asian market is a prerequisite. This needs to include player behaviour requirements such as cultural nuances and live gaming casino themes to psychographic and attitudinal segmentation.

On a macro-level, the regulatory and game certifications are important factors including the distribution of the gaming software within the supply chain to the end players.

For example, most online casinos now offer Live Blackjack, Live Roulette, Live Baccarat, Live Sic Bo and Live Dealer Poker as the standard product set deployed across desktop and mobile devices. But that isn’t innovation or differentiation, that’s merely making your product accessible by delivery channel. The casino customer and user experience is central to the engagement and usage and, therefore, must be different for different devices, platforms and population groups – it’s an Omni-channel, multi-product precise delivery that is required, as opposed to a one size fits all approach.

Therefore the key trend for live dealer gaming shall be to reach the goal of delivering personalized live gaming at not only the brand B2C operator level, but at the player level.

How is your company responding to these trends?

We believe that during the next couple of years the focus will be on mobile and its use will soon overtake desktop. Ezugi now has our own mobile solution and all products are in HTML5.

The Ezugi Live Gaming network offers all the popular casino games on our live dealer gaming platform, including Baccarat, Blackjack, Hybrid Blackjack, Roulette and Sic Bo. In terms of innovation, we continually ensure the development of games that brings players from a land-based and online environment together at the same table. CRM tools such as Bonus mechanisms are critical for operators. Ezugi developed various Bonuses tools. Also, the interface and dealer’s real-time interaction delivers the closest experience to being in a real casino.

In addition to these, due to our wide network of studios, Ezugi is able to meet the recent demand for private branded tables.

It is, therefore, critical that operators partner with live dealer providers that are not only able to design, test and deploy new games and feature sets into the marketplace on a regular basis. But access to exclusive live gaming content, of which Ezugi has one of the largest live gaming studio networks and cultural experience of other territories for geographical market penetration, can help make or break operators’ marketing acquisition or retention programs.

What products are you currently offering in the Philippines / Asia?

Ezugi sees product localization as a key to enter to each market. Regarding Asia, Ezugi has added to its network, two additional locations, both from land-based casinos in Cambodia where we are offering Proxy Baccarat tables (Live from the land-based Baccarat tables). This product appeals even more to the Asian market, and we have also developed other baccarat game versions such as Knockout Baccarat, Dragon Bonus Baccarat, Baccarat Super 6, including a Sede (Xoc Dia) game for the Vietnamese market.  

Asia Gaming Brief is a news and intelligence service providing up to date market information for worldwide executives on relevant gaming issues in Asia.

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