Roundtable: Where next for the live casino market in 2025?

With 17 years of experience in gaming, including over nine at Playtech, Kevin Kilminster has played a key role in advancing live casino innovations. As the Chief Product Innovation Officer at Playtech Live, he drives growth and innovation within the live casino segment. Leading the bespoke product division and overseeing the live casino roadmap, he collaborates closely with partners and stakeholders to deliver unique market products and groundbreaking gaming experiences.

Emily Asava Business Development Manager SA Gaming

With years of experience in the industry, Emily Asava has made great progress for the expansion of the African market with SA Gaming and SimplePlay. By raising brand awareness, Emily has helped SA Gaming gain popularity across Africa with more leading industry stakeholders integrating its games. Asava is also active in supporting women in the industry.

Hakob Manukyan, CEO, Imagine Live Armenia

Hakob Manukyan is the CEO of Imagine Live Armenia. He has over 12 years in senior leadership positions in financial services, banking, fintech and development of new products and services.

Edvardas Sadovskis, CPO, Iconic21

With over 10 years of experience in iGaming, Edvardas Sadovskis is a results-driven professional with a deep understanding of the industry. As Chief Product Officer (CPO) at Iconic21, he drives the strategic vision, development and management of the product portfolio while also leading the marketing team to enhance brand presence and growth. Collaborating closely with Sales, IT, Operations and Studio, he ensures products align with market demands and business goals. Committed to innovation and continuous improvement, Sadovskis thrives on delivering impactful results in the evolving iGaming landscape.

Questions

When it comes to taking a live casino brand to a new country, what are the biggest factors to consider?

Edvardas Sadovskis:

It’s all about regulation and localisation

Obtaining the licence can be a slow and tedious process and localisation has so many branches to consider – the operational costs, hiring game presenters in the local language, even studio infrastructure and expanding the portfolio with games that suit the local preferences. It’s also important to look at the competitive landscape and player expectations – maybe there are certain features the local audience considers mandatory. And that must be automatically included in the pipeline. Our live casino studios are currently located in Romania and all our game presenters speak English. However, we do use a highly advanced AI solution for real-time voice audio translation in several languages, so there are ways to localise your content without having to go through the entire heavy operational and logistical circle. Of course, when you scale as a supplier, it’s only natural to begin the full localisation process.

Emily Asava: When expanding a live casino brand into a new country, several critical factors must be considered. Understanding local market conditions, including regulatory compliance, tech infrastructure, cultural relevance and the competitive landscape, is essential. The foremost factor would be regulatory compliance – a requirement we must adhere to. Laws and regulations related to gaming can vary widely from country to country and even province to province. Understanding these legal requirements helps a brand establish itself safely. Licensing, which is a prerequisite for business operations, is also a part of this aspect. Next is technological infrastructure, which can differ greatly across markets. You can have advanced equipment while entering an emerging market with a relatively undeveloped digital ecosystem. Adaptations are necessary to deliver streaming services effectively. Cultural factors play another significant role. Language distribution, gaming preference, aesthetic elements and ethical considerations have to be well studied before launching a campaign. Finally, there is market competition, which is crucial to distribution and market success. Thorough research can help identify key operators in the region, who can serve as potential partners for distributing our games.

Kevin Kilminster: Firstly, the most important element to consider is the audience and ensuring the content offered resonates with the specific market or country. Some aspects should be localised to enhance appeal. While many games and products work on a global scale, it’s key to deliver an experience and portfolio that will appeal to those specific players. This can sometimes mean exploring new-to-market content, configurations and settings. At Playtech, we support our partners by providing a top-tier portfolio of content and, when required, we develop unique content tailored to specific markets. For instance, we created Sette e Mezzo specifically for Italy. By collaborating closely with your supplier and leveraging extensive data and insights, you can better determine which games will be most successful in the new market. It’s important to note that the ordering and approach may differ significantly from other markets where the operator is already active.

Hakob Manukyan: A live casino brand requires a strategic and localised approach that goes far beyond simply launching games. Key factors to consider include regulatory compliance, localisation, player preferences and technological adaptability. Compliance is non-negotiable. Each regulated market has specific requirements that focus on licensing, responsible gaming and data security. It is imperative to understand these nuances and adapt operations accordingly. Localisation is also critical. Players expect to see native-speaking dealers, culturally relevant game formats and engagement mechanics tailored to their region. While traditional casino games may dominate in some markets, others will gravitate towards innovative, fast-paced game shows or exclusive VIP experiences – Imagine Live’s fully customisable studios and localised experiences allow operators to stand out in new markets.

Technology needs to be flexible and responsive. Achieving seamless streaming quality, optimising mobile performance and integrating with local payment providers are essential to retaining players.

How do live casino suppliers navigate the vertical differently to other gaming segments and why?

HM:Imagine Live operates in a uniquely dynamic and immersive environment compared to other gaming segments. This space requires a combination of real-time technology, human interaction and careful regulatory compliance. Unlike RNG-based casino games, live casino relies on seamless live streaming, direct interaction with human dealers and interactive features that emphasise operational excellence. Regulatory compliance is also more complex for live casino. Live studios must meet strict standards related to broadcasting, responsible gaming and data security across multiple jurisdictions. Each market requires localised dealer teams, native language support and game customisations to ensure cultural relevance and player engagement. As mentioned, live casino is about more than just the game; it focuses on the overall experience. Players expect high-quality streaming, instant interaction and gamified elements that replicate the excitement of a land-based casino.

KK:

Live casino suppliers navigate the vertical differently from other gaming segments due to their strong reliance on technology, which continuously evolves to meet player demands

Whereas 10 years ago, the pinnacle of innovation was the number of cameras and the cinematic experience provided, today’s innovations see games being run entirely on Random Number Generators (RNG), with dealers serving mainly as presenters. Live casino stands out from other verticals because it is expected and allowed to break traditional boundaries, utilising technology to merge with other entertainment forms and create new, unparalleled gaming experiences. This constant innovation increases the appeal and reach of live casinos, attracting a growing segment of players across various verticals. While the core of live casinos remains intact, the introduction of new game types, fusions and collaborations further broadens their audience. 

EA:Suppliers play a unique role in the gaming sector as we create high-quality content and forge memorable user experience. We collaborate closely with developers to produce engaging gaming experiences that acquire new players while retaining existing ones. This focus on crafting compelling games distinguishes suppliers from other segments in the industry. In addition to content creation, suppliers prioritise user experience by utilising user feedback and data analytics, to refine gameplay and enhance player retention. Our commitment to understanding player preferences ensures games are enjoyable. Moreover, suppliers occupy a unique position in the industry, acting as a middleman in the entire gaming ecosystem. They are in constant communication with developers, aggregators, operators and players, and respond effectively to the needs of each group. The interconnection enhances their ability to deliver exceptional gaming experiences.

ES:Well, suppliers that offer live casino face a direct hurdle right off the bat – it’s not just software, it’s a physical, 24/7, live product that requires a huge operational effort. Live casino products focus on human interaction, requiring engaging presenters, seamless chat functionality and an immersive environment. Live casino is the closest vertical in iGaming referred to entertainment. Additionally, we need to keep a close tab on integrity and security, prioritising player protection and compliance. This comes in different shapes and forms depending on the market where the expansion is done. It’s also tied in with expansion. The pace of launching new live casino products is much slower than software-based products, like slots for instance. It can take months to launch a notable live casino product, whereas – since launching our slots vertical too – we have been releasing two slots per month. And it all gets even more complicated when you put personalisation in the mix.

How can live casinos balance keeping streams low latency while also incorporating green screens and visual effects?

HM:Balancing low-latency streaming with high-quality green-screen technology (which as a business we are in the process of developing) and visual effects is a complex challenge that requires advanced infrastructure, optimised encoding and sophisticated studio setups. Low latency is essential to deliver a seamless, real-time experience, especially for interactive features such as betting, chat engagement and dealer interactions, in markets where data infrastructure and 5G mobile networks may be limited. To achieve this balance, we use adaptive bitrate streaming, which ensures high-definition video without buffering, even when complex visual effects are involved. In addition, cloud computing and AI-driven compression techniques help minimise latency while maintaining broadcast quality. At Imagine Live, our teams are constantly developing next-generation streaming protocols and optimised studio solutions, which enable operators to deliver customised experiences while ensuring the fast, smooth gameplay that players have come to expect from products like ours. We have invested in high-quality streaming that highlights our studio’s charm and atmosphere, compelling players to fully immerse themselves in the experience.

KK:

Firstly, the key to success is investing in technology solutions to ensure all services supporting the product or specific game perform at their best without negatively impacting the end user experience. With live casino still being the fastest-developing product, our focus remains on keeping our technology in step with the ever-evolving preferences of players. Secondly, it’s crucial to exercise restraint, especially when incorporating chroma key and visual elements. This aspect is often overlooked but essential for maintaining a seamless user experience. We have always taken the time to carefully evaluate each product to determine the appropriate technologies to apply. It’s easy to fall into the trap of using every available technology without truly enhancing the end experience. The adage “less is more” is a vital principle to follow, applying it when necessary to elevate a product to a higher standard. 

EA:Low latency is the most important factor in live casino games. No players can bear to see the game screen having skipped for a few seconds. This disrupt to gameplay can have very negative effects on player engagement. To address this, there is adaptive bitrate streaming technology, which allows players’ devices to select a bitrate that best matches their current internet capabilities. This technology can automatically switch to a lower resolution if players experience a sudden drop in connection speed, ensuring low latency even at the expense of some visual quality. This approach prioritises uninterrupted gaming, which is the highest priority for players.

ES:Balancing low-latency streaming with green-screen technology and visual effects is straightforward because the two solutions operate independently. Low-latency streaming is achieved through expertise, the right infrastructure and optimised encoding, ensuring minimal delays in real-time gameplay. Meanwhile, green-screen technology is purely a production enhancement, relying on proper studio lighting, high-quality cameras and chroma key software to create immersive visuals. Since both aspects are managed by specialised equipment and software in their respective areas – streaming for speed and video production for aesthetics – there’s no conflict between them, making it easy to implement both seamlessly.

What technology do you feel will most impact live casino in 2025?

ES:Many predict AI will play a larger role in live casinos, but at Iconic21, we believe the biggest impact in 2025 will come from enhancing the interaction between presenters and players. Live casino thrives on human engagement, and the focus will be on improving real-time communication, personalisation and dynamic presenter-driven experiences. Advancements in streaming and production technology – such as low latency, multi-angle cameras and enhanced chroma solutions – will allow presenters to engage players more naturally and responsively. While AI may assist in automation and analytics, the real game-changer will be elevating the live experience through deeper, more interactive connections between presenters and players. 

EA:

In 2025, AI will continue to play a crucial role in live casinos

It can analyse player behaviour to offer human-centred gaming experience, thereby enhancing player engagement. It can also be used as a tool to maintain fairness, ensuring a more secure environment for players. Then there are VR and AR technologies. They will transform the live casino gaming experience, creating an even more immersive gaming environment for players. Beyond being visually immersive, AR can further introduce digital elements like dynamic payout appearing at the back of the dealers, or forging a seamless blend of live and digital casino environments. We can anticipate that these innovative gaming formats will become the mainstream by 2025, which will reshape gaming landscape and how players interact with live casinos.

KK:I believe the biggest technological impact on live casino in 2025 will come from advancements in streaming remote locations. This innovation is essential as we continue to grow our landmark partnership with MGM Resorts International, aiming to bring the Las Vegas experience to regulated markets. Although dual play and studio streaming have been around for a while, new opportunities and innovative approaches are raising the bar to another level for players. Another significant trend is the increase in titles and games that incorporate community-led RNG-based content. As we adopt new technologies beyond traditional equipment, we can create even more innovative game types and products. Ultimately, after a decade filled with multiplier roulettes, big-wheel games and various table game variations, we’re on the verge of a new era. This era will see live casino content moving further towards the realm of live entertainment and incorporating it within the products.

HM:To truly excel in the live casino industry, it’s essential to embrace a comprehensive mix of technologies and insights, rather than relying on a single solution. The promise of AI-driven automation, advanced personalisation and real-time streaming will transform the gaming experience across all business touchpoints. Efficiencies brought by AI-powered dealer-assist tools and automated game management systems that streamline operations and create a smoother, more scalable live gaming experience will be in demand. Personalisation will be key, as AI-driven player segmentation enables tailored promotions, customised user interfaces and dynamic betting options based on real-time behaviour. At Imagine Live, we are embracing these innovations to deliver fully customisable studios and live gaming experiences. We have deployed an AI tool for our operations that enhances the quality of our game presenters. By thoroughly analysing their emotions, behaviour, speech, voice and posture, we guarantee that the highest standards are met and exceeded.