Experts of the Casino Market studio talk about communication with visitors to online platforms in real time. You will learn how the addition of live content increases audience engagement and positively affects the operator's income.
About the Format
This is an interactive game in real-time on digital portals. Most often, players use virtual casinos but they can also interact using other resources, such as poker rooms or bookmaker’s websites.
Features of Live Entertainment
The development of this format began in the mid-2010s as the iGaming segment became popular, and budget equipment appeared. Today, this kind of interaction is extremely in demand due to high audience engagement and realistic customer experience.
Key characteristics of such content:
- Live dealers. Sessions are organised by professional croupiers or hosts. They fully control the process by dealing cards, spinning the roulette wheel, and hosting TV shows.
- Online broadcasts. Thanks to streaming technologies, images from studios or land-based casinos can be instantly reproduced on tablets or mobile devices. All this creates an atmosphere of real presence in a gambling hall.
- Interactive engagement. Players communicate with the dealer and other participants through built-in chats.
- Availability at any time. Live platforms work 24/7. It is possible to connect to broadcasts from anywhere in the world via gadgets, tablets, and desktop PCs.
Where is the Format Used
The most famous example is live casinos. Such platforms offer card and table entertainment, as well as live communication with croupiers and an exciting user experience.
Among licensed providers of this content, we can name:
- Ezugi;
- Evolution;
- Vivo Gaming;
- XPG, etc.
The live format is extremely popular in the Asian market. Original solutions with an oriental theme can be found in the product range of BBIN, Lebo, Asia Gaming, and other brands.
Game shows are the second most in-demand option. The trendsetter in this area was the Betgames Lithuanian company. It was the first to offer customers the chance to bet not on sports events but on the results of sessions between a participant and a dealer.
The Evolution brand is a leader in the creation of entertainment shows. The European developer’s assortment includes Crazy Time, Monopoly Live, Dream Catcher, and other iconic releases.
Real-time tournaments are another option for effective interaction with users. People can compete with each other, share the results of rounds, and occupy top positions on the leaderboards.
How Live Format Affects Audience Engagement
Games of this type change the traditional model of communication with players and have a positive effect on their LTV (Lifetime Value).
Deep Involvement
Real-time interaction creates a feeling of presence in a gambling hall thanks to broadcasts with real dealers or hosts. This reduces the distance between digital portals and their clients, making the user experience more exciting and authentic.
Live betting (for example, during streams or tournaments) creates a sense of belonging and greater involvement. It is pleasant for customers to be in a place where they are appreciated and surrounded by a huge community in which it is easy to relax and have fun.
The format’s advantages also include real-time feedback. Gaming sites quickly respond to requests and behaviour of visitors, emphasising that the opinion of each player matters.
Unique Client Experience
Live content includes the following exclusive elements:
- personalised bonuses;
- solutions with live hosts (for example, quizzes);
- VIP tables;
- time-limited events.
The presence of unique offers motivates people to take part in the gameplay immediately. This is how the FOMO syndrome manifests itself. This psychological effect is characterised by anxiety and fear of missing important events, profitable deals, or good deals.
Flexibility and Personalisation
Live content adaptation is another factor in favour of the format.
Real data on customer activity allows bookmakers to quickly adjust events or integrate new content that best suits the audience’s interests. The addition of new bonuses depending on the behaviour of players is a perfect example.
This creates a unique experience that is valued above all else by modern fans of entertainment for money.
Social Communication
In traditional online gambling, interaction is based on games (slots, cards, or lotteries) with a built-in random number generator. Such products often lack social elements, unlike dynamic live positions.
Betters communicate with each other and hosts through:
- interactive chats;
- voice channels;
- broadcasts;
- question-and-answer sessions.
All this creates a sense of community, which is often lacking in classic casino games. The audience discusses events and forms groups to participate in sessions.
The live format also strengthens the emotional connection that arises due to such social elements as chats and leaderboards. This increases the loyalty of users and motivates them to stay on the entertainment site as long as possible.
Transparency and Trust
Unlike standard RNG entertainment, the live mode shows the real gameplay. Participants see every action of the dealer or host, and the probability of rigging the results is close to zero.
In this case, clients do not doubt the honesty of the digital portal and have great trust in it.
RFID technology also plays a huge role in ensuring the fairness of the results. This is the Radio Frequency Identification technology that allows entrepreneurs to read information from chips without physically interacting with them.
In live casinos, RFID mechanisms are built into the game tokens. Data on their number and value is instantly collected using receivers on the card tables and displayed on the customers’ screens. It is theoretically impossible to change or rig the results, which strengthens trust in the entertainment portal.
How Live Dealer Products Increase LTV
The indicator is one of the key metrics for the effectiveness of gambling projects. It shows how much income people brought to the platform throughout their activity. Most often, the parameter is calculated in dynamics, valuing the profit as a whole and for short periods (for example, a quarter or a year).
Let us consider how the live format affects LTV.
High Involvement
Experts focus on the growth of 2 metrics:
- Session Length. This is the time spent in the game. Support for real-time broadcasts motivates gamblers to return to the website more often because they do not want to miss an important event (for example, the launch of a VIP tournament or the distribution of bonuses). Thanks to this, not only the duration of sessions increases but also the LTV of clients.
- Session Frequency. Its growth is affected by personalised email newsletters and announcements of live activities. They create excitement and interest long before the start of rounds, due to which people want to visit the virtual resource more frequently.
Growth of Monetisation
Options to increase ARPU (Average Revenue Per User):
- Temporary offers. In the live format, it is convenient to implement promotions limited in time. Gamblers are more willing to participate in tournaments, missions, or quests if the offer is unique or will soon disappear.
- Donations. Customers are happy to make donations while watching shows or contests. In this way, they support streamers or improve their experience.
- Live commerce. This means making purchases during online events. The audience is interested in access to exclusive rounds, packages of 10–20 free solutions, accessories with iGaming brand’s merch, and other options.
- Microtransactions. These are “tips” to the dealer or the acquisition of additional chips (services, functions) during the card distribution or rotation of the Wheel of Fortune.
- Premium bets. These are special bids with increased limits and unique odds. Such solutions always attract VIP players, bringing huge income to operators.
- Cross-selling. Those clients who participate in the live roulette can be attracted to parallel events: sportsbook or cyber tournaments. It increases the total amount of income from one visitor.
- Spontaneous winnings. Watching other gamblers get big prizes motivates viewers to place bets more actively, thus increasing the entrepreneurs’ profit.
Strengthening Commitment
Live interaction (with hosts, dealers, streamers, and other participants at the card table) forms loyalty to the digital platform. Those users who feel included in the community are not inclined to move to other websites. This is how an emotional attachment to the casino is built.
Strengthening commitment is reflected in the Churn Rate parameter. The decline of the metric is a positive signal for entrepreneurs and a confirmation of the fact that their retention strategy is successful.
Expansion of the Audience
Growth in Internet traffic also affects the operator's income. Newcomers quickly become regular customers, and their LTV indicators also increase.
Methods for expanding the client base:
- Popularisation through streams. Broadcasts of live games on Twitch or YouTube allow business owners to interest new users.
- The influence of opinion leaders. Collaboration with bloggers attracts their audience to live content, thus increasing outreach and engagement.
- Social effect. Those gamblers who participate in live events are eager to share their experiences and results on social networks. Spectacular moments often go viral, which makes tournaments or online casinos more popular.
The Main Things about the Format
Interaction with players in real-time is one of the latest trends in the entertainment industry.
Key aspects that operators need to take into account:
- The advantages of the live mode include deeper involvement, provision of a unique experience, flexibility, and personalisation. The format improves social communication and forms a trusting relationship between players and iGaming brands.
- Integration of such content has a positive effect on the LTV indicator. Increase in revenue occurs due to greater involvement and stronger commitment.
- The main monetisation tools include temporary offers, donations, and microtransactions. Cross-selling and spontaneous wins also have a good effect.
The Casino Market studio offers turnkey online casinos, White Label platforms, as well as betting and lottery software.
From us, it is possible to order the following services:
- development of HTML5 slots according to individual sketches;
- games for sale and rent;
- acquisition of a licence;
- integration of payment systems;
- security software installation;
- purchase of equipment and furniture for land-based halls, etc.
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