Shifting Trends of Casinos
The experience of going into a Casino and having an entertaining and emotional evening is exiting in our world since hundreds of years. The Casinos in Venice and Monte Carlo were active already in the 19th century and are among the first to offer this kind of entertainment.
Like many other industries since the very beginning of the 21st century we can see the clear trend of shifting this experience from the retail environment to the online world. The biggest Casino operators are now not anymore pure retail organizations but having a robust online arm, which enables them to stay competitive and cover all kinds of customers’ needs.
The opportunity to operate Casino online pushed lots of creative companies to invent new games. The direction was different than the old casual content we were used to see in the retail Casinos. The 7s, BARs, Fruits symbols were replaced with new innovative figures, branded content made a big footprint to the main operator’s brands. Superman and Batman, together with Gun’s and Roses and Game of Thrones arrived to most of the online Casinos throughout the time and the games applications were challenged to create a sophisticated user journey with Bonus rounds and interactive rewards.
Most of the games providers distributed their content in Flash, which was the most common technology at the time. Obviously later the whole industry was facing the challenge to convert the content into HTML5 as the world went “Mobile” and compressing the games into a Mobile device size was an important step. Companies, who managed to execute this step well, maintained or became the leader among the suppliers.
The Casino itself, in the recent years became a part of a total offer. If in the past, operators could have a stand alone casino, nowadays, the vast majority of the big operators are having a shared environment which supplies customers with Casino games, Sports betting solution, Poker, Bingo and this enables the customer to have a one stop shop for its betting and gaming experience. As regulation become a big part of the customer journey (AML, registration, Certification of identity), it is easier to have all this package under one roof.
The operators today are challenged by the amount of suppliers they need to engage with in order to stay competitive. For the day to day operation there is a need for a central platform which should handle the Wallet (PSP), games engine (Casino with lots of 3rd party games suppliers), Sport betting application (with different odds suppliers, streaming services and many more), Bingo (another 3rd party supplier usually), Poker room (usually sharing liquidity with other brands). In addition, there is a need to handle those with a good frontend solution, CMS, segmentation systems, Marketing facilities (affiliation system, tagging, and tracking) and more. The regulation added another big segment of systems the operator has to handle, as Data storage, Customer Identification and AML are the most important subjects coming from that end.