How the Live Format Changes KPIs and Interaction with Gamblers

About the Concept

It combines elements of live communication, realistic gameplay, and interactive communication.

The main difference from the classic casino environment is the presence of real croupiers and support for placing bets in real-time. This makes the sessions more authentic compared to traditional entertainment sites where the results of rounds are determined by a built-in random number generator (RNG).

The first attempts to launch live projects occurred in the 2000s. At that time, providers began experimenting with various formats and content delivery options. Many companies organised the broadcast from land-based halls but the quality was low due to a slow Internet connection.

In the 2010s, video streaming accelerated. Evolution Gaming was a pioneer in this area. The brand opened several studios with professional dealers.

Today, the live format is experiencing another round of development associated with:

• the introduction of VR and AR;
• the popularisation of mobile gambling;
• the advent of the 5G technology and cloud computing.

The Main Components of Live Betting

Let us consider what is needed to launch a digital platform of this kind:

1. Studio or land-based casino. This is an equipped space with gaming tables, cards, and other attributes. Professional dealers who will conduct the sessions should work in such an establishment.
2. Technological stack. It consists of several components with a wide variety of functions. For example, the game server is responsible for processing bets and managing user accounts. Video broadcasting software provides high-quality streaming. The task of OCR programs is to read information from cards or roulette and instantly display the data on monitors.
3. Interface. With its help, it is possible to place bids, interact with croupiers, and monitor the progress of sessions. The element is usually presented in the form of desktop platforms or mobile applications. There are also solutions for demonstrating live products on monitors, consoles, and interactive panels in offline locations.
4. Payment systems. These are ways to deposit and withdraw funds. Operators can integrate bank cards, e-wallets, and cryptocurrency.

These components provide realistic and convenient gameplay, making people feel as if they were in a real casino.

Key Features of the Live Mode

One of the main features is the presence of professional croupiers. They hold the sessions in the same way as in land-based casinos: deal cards, spin the roulette wheel, and announce the results.

A high level of realism is achieved thanks to 24/7 video streaming. Customers can place bets during the game (not just before the start of the round) and communicate with the dealer or opponents via the built-in chat.

A wide range of entertainment is another important characteristic of the live format. There are no traditional RNG slots but players can try their hand at roulette, poker, baccarat, and other kinds of entertainment.

How Live Casinos Change Interaction with Clients

Reasons why many operators are investing in such online platforms:

1. Increased engagement. The presence of real croupiers, interactivity, and streaming help clients feel as if they were in a real betting establishment. People get a realistic experience, which makes them more involved.
2. Development of a personalised approach. Communication with the dealer and other participants forms a strong attachment to the digital portal. Besides, entrepreneurs often offer VIP tables and exclusive solutions, creating exciting emotions for a loyal audience.
3. Increased frequency of sessions. The ability to place live bids during sports events or participate in interactive shows motivates consumers to return to entertainment sites. Regular tournaments, promotions, and new game formats also affect performance and customer retention indicators.
4. Social attachment. Casino visitors interact with croupiers and other punters, take part in multiplayer competitions, share results with friends, and communicate via internal chats.

How the Live Format Improves KPI Metrics

Key performance indicators demonstrate the success of iGaming projects as well as how quickly revenue grows and investments pay off.

The ability to “contact” the site in real time has a strong impact on its KPI, ensuring an influx of solvent customers and their stable retention.

Lifetime Value

This is the total income that one player brings to the digital portal over the entire period of its use. Operators are always interested in increasing this metric since the casino’s profit directly depends on it.

LTV growth factors:

1. Increase in the average check. Emotions, excitement, and social contact encourage clients to bet big.
2. Repeated deposits. Emotional engagement and dynamic gameplay motivate users to replenish their accounts more often. Flexible bonus programs with VIP levels and high cashback also encourage the audience to keep investing in casino solutions.
3. Decrease in the outflow of customers. A lively atmosphere and personalisation increase gamblers’ loyalty and reduce the likelihood of their leaving for competitors.
4. Growth of the duration of rounds. Live content retains consumers longer, increasing their life cycle on the site or mobile app.

Retention Rate

Live games form a habit of returning to the online platform thanks to interactivity, multiplayer tournaments, and a VIP experience. This improves the CR and the number of regular visitors to the entertainment location.

There is the concept of D1, D7, and D30 — customer retention after 1, 7, and 30 days. Marketers carefully monitor these indicators in dynamics, thus assessing the effectiveness of advertising and bonus campaigns.

ARPU

This is the average revenue per user. It can be calculated for each 24 hours, a week, or a month of the player’s stay on the portal. Operators are interested in the parameter’s improvement since it directly affects the gross gaming revenue.

When people spend more time and money on live solutions, the average income from one client also increases.

Churn Rate

Thanks to social interaction and the dynamics of the gameplay, consumers stay in online casinos longer. They do not go to competitors, so the CR is reduced.

Conversion Rate

The live format attracts new users because it creates an authentic experience. This increases the size of the first deposit and, as a result, the operator's revenues.

The metric is necessary for assessing the effectiveness of advertising campaigns. If the tools are set up correctly, the FTD indicator will grow rapidly.

Time of Site

This shows how long a person stays on the live platform. Entertainment with real dealers maintains the users’ interest longer, increasing the average duration of sessions.

Time of Site confirms the effectiveness of the company's marketing strategy. Customer retention and LTV growth directly depend on this indicator.

DAU/WAU/MAU

Live betting motivates gamblers to visit virtual casinos more often, increasing the audience:

• daily (DAU);
• weekly (WAU);
• monthly (MAU).

During peak loads on digital portals (for example, when there are multiplayer tournaments), the number of active players will grow. The operator's task is to ensure a smooth expansion of the client base.

The Future of Platforms with Real Croupiers

The development of the live format will be determined by the increase in involvement, changes in user habits, and the introduction of technologies. The emphasis should be placed on immersion, personalisation, and interactivity of sessions.

Merging with VR and AR Casinos

One of the latest trends is the emergence of full-fledged virtual halls with real dealers. In such locations, people will be able to interact with each other in 3D space, “feel” cards, chips, or the roulette wheel through VR controllers.

It is also promising to overlay the elements of games in the real world. Thanks to this, it is possible, for example, to organise a poker tournament on the kitchen table using only AR glasses.

Implementation of Artificial Intelligence

Most experts talk about the imminent appearance of artificial croupiers with voice AI technology.

Realistic hosts will be able to:

• quickly adapt to the players’ style;
• provide customers with individual offers, exclusive VIP options, and a product range based on their previous choices.

Interactive Live Shows

The Evolution brand became a leader in this field. It was the first in the market to present multi-user events where the live format was combined with classic table entertainment.

The industry will soon see:

1. Content with the elements of Twitch and TikTok. Professional bettors will be able to broadcast sessions and communicate with the audience in real time.
2. Live quests and missions. These are exciting stories that involve completing levels, performing tasks, and opening new opportunities.

The key difference between the new formats is the users’ dynamic influence on games. They will be able to vote for the rules, combine bets, collect interactive bonuses, and much more.

Social Live Gambling

The main attention should be paid to the development of multiplayer solutions. That is how entrepreneurs join clients into teams and help them place bets together, competing online.

It is also important to provide bids on some unexpected events that may appear during broadcasts (which team will be the first to complete the task, when the combination of the highest cards will appear on the screen, etc.).

Hybrid Format

Today, vertical live entertainment is becoming increasingly popular. Its interface is adapted for smartphones and supports broadcasts on Twitch and TikTok.

Content for smart TVs and consoles is also becoming more common. For this reason, the number of platforms used is expanding, including in land-based halls.

The Main Things about the Development of Live Gambling

Key features that should be considered:

• Live options help business owners turn people into loyal customers, increasing their LTV and other key metrics (retention, APRU, conversion, duration of sessions, etc.).
• In the future, such solutions will become even more interactive, personalised, and technological. Among the key trends, it is worth highlighting integration with VR and AR, the emergence of AI dealers, the development of streaming, and the appearance of mobile formats.

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