Live casinos are amongst the most important things for online operators to get right. They have simply exploded in popularity over the past decade, with a large number of players now preferring live games to slots.
To offer expert insight into this growing sector, we’re joined by Christoffer Ødegården, who leads the marketing efforts at the popular UK comparison site Bojoko. With well over a decade in iGaming, he has seen live casinos grow from a sideshow to the main attraction.
In this interview, he will discuss everything from why live casinos have taken off, to how Bojoko decides which stand out, and what operators can do to attract players through their live offerings.
What makes a good online live casino stand out?
“Going well beyond the basics. Every casino wants to create that real-life casino experience from the comfort of its players’ homes. A live casino has to bring all the elements of a land-based casino to the screen—quality video, real dealers, and a smooth, engaging experience. It’s about replicating the social aspect that people love in physical casinos. And here’s the thing, today, that’s not so hard. HD streaming is reality, interactions are everywhere, and most casinos have the same live game providers. For instance, find me any relevant UK casino that has not partnered with Evolution. It is pretty hard.
“What happens when all casinos have the same experience? You can’t stand out. Some try to get around this by partnering with as many live game providers as possible, which can boost you just on variety alone, especially if you can offer some more unique games and touches. Another, easier option is to tailor bonuses and promotions to your live casino. Many casinos are worried about this due to the high RTP, but with the right terms, you can give out safe, sustainable offers that still entice players.”
Live casinos have been gaining a lot of traction recently. What do you think is driving this popularity?
“It’s simple: players want interaction and a sense of authenticity. Traditional online casinos have been around for a while, but people are looking for something more engaging. They want the real-world experience, not just clicking through a slot machine or spinning a digital roulette wheel. Live casinos give players a chance to interact with live dealers in real time, just like they would in a brick-and-mortar casino. That’s a huge draw.
“In the UK, we’ve really seen this growth take off. Players there are incredibly engaged with live casino offerings. There’s this constant demand for new, exciting experiences, and the British market is one of the leaders in embracing those innovations. But it’s not just the UK; live casinos are growing in popularity.
“I think a core portion of the rise in popularity is that the technology has improved significantly over the last decade, from video quality to interactions. However, I think the biggest driver has to be the rise in diversity. It used to be that a live casino had one option for blackjack, another for roulette, and maybe baccarat. Today, there are endless variations of these classics, and a slew of other options, including live game shows. There’s just so much more to choose from and have fun with.”
How do live casinos actually differ in the UK?
“The UK stands out as one of the most established and well-regulated markets for live casinos, with players there expecting high-quality, immersive experiences. If you were playing at off-shore casinos, including crypto casinos, you may see some big shake-ups, including some lower quality or dodgier-looking offerings, but this is not the case in Britain. As I mentioned earlier, the baseline is incredibly high, and practically everyone works with Evolution, which is the largest and most renowned live casino provider out there.
“The biggest difference between live casinos comes down to whether they feel the need to add more diversity than what Evolution can offer and the extent to which they do it. They can partner with several smaller live casino providers, and the partnerships they set up have some impact. As I mentioned earlier, though, the easiest way to actually showcase that you are different is to offer live casino bonuses. Live casino players are often more experienced and try to look for the best payout chances. Use this to pull them in.”
What advice would you give to operators looking to get ahead in the live casino space?
“Focus on standing out, especially in the affiliate space. The number of players searching for live casinos is in the thousands each month, and we are just talking about the UK here. If you are an international casino that does the live offering right, you have incredible reach. You just need to ensure that you get good exposure from sites like Bojoko. We don’t sell positions, so the best way to ensure this is to focus on quality, diversity, and good offers.
“Beyond affiliation, it’s also crucial to embrace innovation. The live casino space is evolving quickly, and operators who stay ahead of the curve will thrive. When new providers pop up with unique ideas, give them a shot. So many game shows and variations have taken off in the last few years, and it is important not to fall behind.”
