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Roundtable: unlocking the secrets of future live dealer success
Live dealer games have been a key product vertical for years, providing an immersive experience that mirrors the feel of visiting a land-based casino, but with the benefit of being accessible remotely.
We spoke to BetGames Chief Product and Business Development Officer Ian Catchick and Eeze Chief Commercial Officer Graeme Powrie to get their thoughts on the future of live dealer games, and how advancements in technology could affect the importance of finding a balance between classic gameplay and innovative new features.
When creating a successful table game, how important is it to balance retaining the elements and feel of classic games while introducing enough fresh features to make them unique?
Ian Catchick: You need a balance of both, and this is typically the way we build any established table game. Everybody loves to see innovative new features, and it is important to balance these with the game that people know, trust and understand. When we design a table game, we always respect the game’s heritage and add features that we believe benefit the player.
Additionally, taking the player on a gradual evolution instead of wholesale changes in one go is often the best way to onboard and retain them by keeping things simple and easy to understand, ensuring they don’t feel alienated by complex new mechanics.
Graeme Powrie: In short, it is incredibly important, because customers appreciate familiarity with products that they already know. If you have to spend time educating players, it is more likely they will pivot to a game they understand, rather than waste their valuable time learning complex mechanics.
That is why wheel games are still so popular. They offer incredibly straightforward mechanics that players can understand without the need for audio or a written explanation. They get a feel for the entire game within a few spins.
How can evolved versions of classic favourites boost cross-selling opportunities to bring in new players and additional revenue?
Ian Catchick: Different player risk categories need to be catered for, so making the call to action and USP clear and understandable provides the space to target these specific player segments. For example, the low-risk player looking for regular returns will not get excited by features that create more volatility in the game, and vice versa.
When a classic game is enhanced, it’s essential to know who this game will target to ensure clear communication as to how this addresses the player’s needs. Players should also be allowed to try and engage with the new product, with a focus on simplicity, ease of play and providing a fresh experience to empower them to decide for themselves.
Furthermore, when building games at BetGames, we are always identifying ways in which products can be closely associated with sports bettor play journeys and behaviours. We have developed several titles with this demographic in mind to help us bridge the gap between sports and casino, onboarding them to our products. This means that we can cater to and address the needs of not only current casino players but also recreational sports bettors wanting an easy play experience as they discover casino games.
Graeme Powrie: With the exception of probably roulette, where multipliers have added huge interest in attracting players from a new demographic, variations of classics aren’t as attractive for cross-selling. We have found that gameshows are probably the most engaging way of attracting slots players into the live casino sphere, with a similar RTP, and bonus rounds which really drive engagement and anticipation – unlike the steady grind of a blackjack session.
What makes the live casino genre unique is its social nature, and people naturally like to play with other people, so the community aspect is important. Even little details, such as live dealers historically being perceived as trusted more than RNG by many players, are key to understanding when developing a product that reaches new demographics, where they can all celebrate the wins together.
There is also a sense of occasion with the gameshow format. Each experience is different which adds to the excitement for players, particularly when those bonus rounds hit, the anticipation is key.
What table game trends have proven popular in previous years and what are your predictions for future trends?
Ian Catchick: There has been a move towards quicker gameplay with bigger prizes, and to some extent, a greater emphasis on risk-reward gameplay. Community elements such as chat functions are also important trends. Even if players don’t regularly engage in chats, they often like to watch other players chat as part of their entertainment experience.
Overall, games are getting faster as players’ time becomes more precious, and finding a simple way to bet, play and win for short sessions is a notable change in player behaviour. Also, finding new content ideas for players to trial allows them to get a unique experience that will either convert them to the new game, see them remain with the old one, or share and grow their play revenues across different variants.
Graeme Powrie: The only certainty I can give is the wheel will maintain its popularity and longevity. Gameshows are expensive to develop, but customers will quickly tell you if they’re bored of your product or love it. Everyone knows the wheel, which provides a perfect building block to then be creative in the bonus rounds around what is a familiar and recognised bonus delivery mechanic.
An area that the industry is yet to address is creating snackable content for live casino players, such as a game which provides short play sessions while waiting for a bus or train. That fast, digestible, quick-win gameplay hasn’t really been developed yet, and it’s an area where we can be inventive as providers.
What does the future of table games look like from your perspective? Will vintage games always attract players or could the emergence of AI and virtual reality lead to an entirely new style of gameplay?
Ian Catchick: Vintage games will continue to remain important to players, and the significance of these games should not be underestimated. AI and VR will become increasingly important in personalising the player experience, identifying more effective ways to entertain and engage players. New technology will also drive quicker and more cost-effective game development and launches, allowing more content to be tested in the market.
Having the opportunity to personalise products with these tools will enable players to enjoy a completely customised gaming experience that is unique and compelling to them. The data that these tools can collect will also inevitably help drive greater and more enriching innovation in the future, in turn allowing providers to create a much larger portfolio of table game content that caters to the needs of both casino and sports bettors.
Graeme Powrie: There will always be a space for the traditional games as they are so well known and loved, but the future for operators is having something to offer their customers that is exclusive and bespoke, allowing them to stand out from their competitors.
Using AI and cutting-edge video technology, operators should be able to customise everything they want. This can even include showing different versions of the same game to different segments of players.
The future in this space should focus on giving operators as much creativity as possible within a framework. If we hand them the ability to spin out different versions of the base game through new tools, then it opens up lots more opportunities. This is a similar model to slots, where base games can be tweaked to create entire new genres, while also enabling rapid speed to market and a built-in level of familiarity.
Interested? Let’s Talk:
iGaming in Africa: Why Localisation Remains the Industry’s Greatest Advantage
Africa’s iGaming market is one of the industry’s most dynamic growth regions, but success cannot be achieved through a one-size-fits-all approach.
In a recent article for iGaming AFRIKA, BetGames VP Africa & LatAm James Everett discusses how player behaviour varies significantly across the continent, influenced by factors such as market maturity, connectivity, payment infrastructure, and local gaming preferences.
More established markets often demonstrate longer engagement periods and higher spending patterns, supported by stronger regulatory frameworks and trusted payment ecosystems. Emerging markets, meanwhile, frequently favour shorter, mobile-first sessions and micro-betting behaviour shaped by practical considerations such as device capabilities and data costs.
These differences reinforce the importance of localisation. Beyond language translation, effective localisation includes adapting products, mechanics, payment methods, promotional strategies, and player experiences to align with local expectations and behaviours.
As African markets continue to develop, suppliers and operators that prioritise trust, accessibility, operational reliability, and locally relevant content will be best positioned to drive long-term engagement and sustainable growth.
Read the full article on iGaming AFRIKA for James Everett’s insights into the trends shaping the future of iGaming across Africa.
Custom Live Casino Environments
Custom Live Casino Environments Are Reshaping Player Engagement
Custom live casino environments are quickly becoming a core part of modern operator strategy, helping brands create more immersive and personalised player experiences.
In the latest issue of G3 Media, BetGames’ Chief Product & Business Development Officer Ian Catchick shares insights into how bespoke environments are evolving beyond simple visual customisation and becoming powerful tools for engagement, retention, and cross-game activity.
As player expectations continue to rise, operators are increasingly looking for ways to stand out in a crowded market. Tailored live casino environments allow brands to create experiences that feel more exclusive, familiar, and aligned with their identity — strengthening emotional connection and encouraging longer-term player loyalty.
Beyond branding, custom environments can also support broader commercial goals. Cohesive experiences across multiple products help operators introduce players to new games and verticals while maintaining consistency throughout the player journey.
However, scalability remains one of the industry’s biggest challenges. Traditionally, building bespoke live casino environments has required significant time, resources, and operational effort, making large-scale deployment difficult across multiple markets or brands.
New AI-powered technologies are beginning to change this. In the feature, Ian discusses how tools like BetGames’ AI-powered Casino Designer are helping streamline the creation process, allowing operators to launch customised environments faster and with greater flexibility.
As competition across the live casino sector intensifies, scalable personalisation and faster deployment are expected to play an increasingly important role in shaping the future of player engagement.
The case for connected play: why cross‑game engagement is driving retention
Player retention in iGaming is evolving beyond individual games and standalone verticals. As player behaviour changes, operators are increasingly recognising that long-term engagement is no longer driven by a single successful title, but by how seamlessly players move across an entire gaming ecosystem.
Today’s players expect platforms to feel connected, dynamic, and continuously rewarding. Rather than focusing on isolated products, they evaluate the overall experience — how naturally it evolves, how varied it feels, and how easily they can transition between different forms of entertainment.
As a result, cross-game engagement is becoming one of the key drivers of retention, session duration, and long-term player value.
From Individual Titles to Connected Ecosystems
Historically, operator performance often relied heavily on a single top-performing game or vertical.
However, this approach is becoming less sustainable as player expectations continue to evolve.
Players engaging with only one type of experience are more likely to experience fatigue and disengage faster over time. In contrast, players who interact with multiple products tend to remain active longer and demonstrate stronger retention patterns.
This is driving a broader shift toward portfolio-level thinking, where operators focus not only on the success of individual games, but also on how products work together to create continuous engagement.
Rather than asking which game performs best independently, operators are increasingly exploring how players move across the entire platform journey.
Why Variety Strengthens Engagement
At the core of connected play is something relatively simple: variety.
Different gaming experiences satisfy different player motivations and moods.
A player may seek fast-paced entertainment during one session, while preferring more immersive, social, or competitive gameplay during another.
Connected ecosystems allow players to explore these different experiences without leaving the platform, creating a more fluid and engaging journey.
This type of variety can support:
Longer session durations
More frequent return visits
Stronger emotional engagement
Higher cross-product participation
When transitions between games feel seamless, the platform itself becomes more immersive and engaging rather than feeling like a collection of disconnected products.
Designing Seamless Cross-Game Experiences
Encouraging players to move between products does not necessarily require overly complex systems or aggressive promotion.
In many cases, the most effective engagement strategies feel natural and intuitive to the player.
Cross-game engagement can be strengthened through:
Shared progression systems
Cross-game missions and events
Connected reward mechanics
Unified promotional journeys
At the same time, user experience plays a critical role in maintaining continuity across products.
Consistent visuals, recognizable interface patterns, and intuitive navigation help reduce friction when players transition between different games or verticals.
The goal is to make movement across the platform feel like a continuation of the same journey rather than a completely separate experience.
From Competitive Advantage to Industry Expectation
Connected digital experiences are already standard across many entertainment industries, including streaming services, mobile gaming, and social platforms.
As a result, player expectations within iGaming are evolving in the same direction.
Standalone experiences are becoming easier for players to abandon, while interconnected ecosystems provide stronger reasons to stay engaged over time.
This trend also aligns closely with the growing importance of gamification and personalization, where platforms increasingly adapt in real time to player behaviour rather than relying solely on static promotional campaigns.
Cross-game engagement is therefore shifting from being an additional feature to becoming a fundamental expectation within modern gaming ecosystems.
The Future of Player Retention
Looking ahead, retention strategies are likely to focus increasingly on the overall player journey rather than isolated product performance.
Operators will continue investing in systems that support:
Personalized engagement experiences
Real-time progression and rewards
Gamified cross-product journeys
Continuous player interaction across multiple verticals
At the same time, simplicity will remain critical.
The most effective engagement tools will be those that connect products intelligently while remaining intuitive and easy for players to understand.
As competition intensifies and acquisition costs continue to rise, connected play is rapidly becoming more than just a retention tool — it is emerging as a long-term strategic requirement for operators seeking sustainable player engagement and stronger lifetime value.
BetGames: Redefining Player Engagement in a Real-Time Gaming Environment
Player engagement in iGaming is entering a new phase — one shaped by real-time interaction, gamification, and increasingly personalized experiences.
Traditional loyalty programmes built around fixed rewards and tier systems are gradually evolving into more dynamic engagement ecosystems designed to keep players continuously connected to the experience.
As player expectations shift toward instant feedback and ongoing interaction, operators are rethinking how loyalty and retention mechanics are delivered across modern gaming platforms.
From Loyalty Programmes to Gamified Experiences
Historically, loyalty programmes followed a relatively straightforward structure: players placed bets, accumulated points, and unlocked rewards over time.
Today, engagement systems are becoming far more interactive and layered.
Challenges, progression systems, tournaments, and leaderboards are increasingly being integrated directly into gameplay, creating more immersive player journeys and additional engagement touchpoints.
Rather than relying solely on periodic rewards, modern gamification systems encourage players to engage continuously through evolving objectives, competitive mechanics, and personalized incentives.
This shift reflects a broader industry trend toward creating engagement ecosystems that feel more immediate, dynamic, and experience-driven.
The Rise of Real-Time Engagement
One of the key drivers behind modern gamification is the growing demand for immediacy.
Digital audiences increasingly expect experiences to react instantly to their behavior, and gaming environments are no exception.
As a result, engagement mechanics are becoming more responsive and personalized:
Instant rewards triggered during gameplay
Dynamic challenges and progression tracking
Personalized notifications and promotional messaging
By responding to player activity in real time, operators can create more continuous engagement loops that encourage longer sessions, repeat visits, and stronger interaction across multiple products.
This approach also allows promotional campaigns to become more integrated within gameplay rather than existing as standalone loyalty features.
Balancing Engagement and Simplicity
As gamification systems become more advanced, maintaining simplicity and transparency becomes increasingly important.
Layered mechanics, multiple reward structures, and progression systems can create richer experiences, but they can also introduce friction if the player journey becomes too complicated.
Players need to clearly understand:
How rewards are earned
What progression means
What value different mechanics provide
When gamification systems become difficult to follow, engagement can lose its effectiveness and begin to feel overly transactional rather than genuinely rewarding.
The challenge for operators is finding the right balance between depth and accessibility — creating experiences that are engaging without becoming overly engineered.
Building Long-Term Player Engagement
Real-time gamification ecosystems are proving to be powerful tools for increasing retention, session duration, and overall player interaction.
By introducing progression systems, competitive mechanics, and instant recognition, operators can create more engaging and rewarding player journeys across both new and existing products.
At the same time, long-term loyalty is not defined solely by the number of features available within a system.
Sustainable engagement depends on how clearly the experience is communicated and how naturally players choose to interact with it over time.
Looking ahead, the future of player engagement will likely be shaped by systems that combine:
Real-time interaction and personalization
Clear and intuitive progression systems
Transparent reward structures
Consistent and accessible user experiences
As the industry continues evolving, successful engagement ecosystems will be those that balance innovation with simplicity — creating experiences players understand, trust, and actively return to over time.