Ady Totah, CEO of LuckyStreak, explains why the ‘live’ element of live casinos must be preserved in the face of technological innovation.
Experts estimate that live dealer games account for 20-50 percent of online revenue in most gambling markets. The sector is booming, and the inclusion of non-traditional casino games, such as live game shows like Dream Catcher and Monopoly Live, continues to accelerate this growth.
But, while the rest of the iGaming industry jumps on the modernisation and automation bandwagon, leveraging it to streamline operations and cut costs–including human resources–Ady Totah argues that this can be one of the biggest mistakes live dealer game providers can make.
Ady writes: What’s the biggest mistake live casino providers are currently making? Removing the ‘live’ from live dealer.
The essence of success in this field lies in the authenticity, the genuine casino atmosphere, and the human touch. These are the very reasons why live dealer game providers have thrived from the beginning.
Technology-led improvements are part of the game, as are cool gimmicks. We’re in the entertainment business, after all. And we have seen lots of innovation, from game variants to spectacular game shows in localised versions, green-screen, win multipliers and gamification.
It’s the most innovative and exciting sector of our industry. It lives and breathes new ideas. But we’re forgetting what it’s all about: real people. And in doing so, live casino studios are making a big mistake.
Inside The Problem
We’re now seeing silent, untrained dealers lacking energy, excitement and any player interaction to speak of. Fancy robotic arms replacing human hosts. And the worst offender of all? Pre-recorded ‘live’ games that aren’t live at all.
Some providers are racing to make live gaming as lifeless as possible. That’s the problem. Over-automation leads to a lack of player engagement and a feeling of isolation. Why not just call it ‘Automated’, ‘Robotic’, or even ‘AI Dealer’ and be done with it?
Live Dealer is just that: Live. And that’s how it should be; otherwise, we’re misrepresenting the genre.
It has to have a live – human, sentient – dealer front and centre as the nucleus of the entire gaming experience.
It should be authentic, believable, trustworthy, professional, and relatable. It is alive and human, and it should feel so.
The studio is responsible for hiring and training skilled individuals who can handle games to high standards with professionalism, accuracy, empathy, and a smile.
Make It Social, Not Solitary
We cannot treat Live Dealer interactions like a transaction. Players aren’t just here to bet; they’re here for the experience. Make it worth their time.
The best live games combine gaming, entertainment, and community. The worst feel sterile, like CCTV and a human-shaped RNG. Dealers are the alchemists behind the whole experience!
Make it social, not solitary. Right now, most live games feel like you’re sitting alone at a virtual table, clicking buttons.
But why?
Live gaming should be about interaction — players engaging with each other, not just staring at a dealer who might as well be on mute.
Bring on the chat. Emojis, memes, and GIFs are part of our lives now, so why are live casino chats still stuck in 2005? Providers can build meaningful and rewarding communities around shared interests, languages, and operators.
Integrating game-like elements encourages stickiness, so gamify it. Sweepstakes and social casinos are leading the way, but these features also work well in the real-money space.
Why not introduce shared goals? This can include jackpots that players contribute to together, team-based mechanics, tournaments, or anything that makes players feel part of something bigger than a one-on-one bet.
Technology should be used to enhance, not replace. AI, personalisation and automation significantly improve the player experience, but if they replace the human touch, you’ve missed the point. Let’s make it a race to the top, not the bottom.
Learning From Casino Royalty
Blackjack, roulette, and baccarat have been played in casinos worldwide for centuries, and there’s a reason for that. Players love the authentic, human, engaging, warm, live dealer experience and always will.
To conclude, if you’re over-automating and messing with the lifeblood of Live Dealer, you’re getting it wrong.
These games have to embody real-life elements.
Otherwise, just be done with it. Call them ‘Live Streamed Number Generator’ games, and stop trying to fool the players or yourself.
