When it comes to constructing an interactive live dealer experience, how do you design your games to recognise and respond to player behaviour?
As a live casino game provider, it is key for us to develop a product suite that engages all player segments. Our games are designed to both acquire and retain all such segments. We track key metrics such as game preferences, betting patterns and session durations. This data allows us to tailor the gaming experience in real time. We also offer dedicated studios, which is another personalisation for our partners, where they can host branded tables, ensuring a unique player experience aimed at building brand recognition.
Building on that, are there any specific examples of personalisation features you feel have been effective?
We have implemented various generic personalisation features that have proven effective in tailoring the gaming experience to individual players. These features include user interfaces, customisable bet limits, multilingual interfaces, player game history visualisation etc. By incorporating features like these into our games, we aim to create a more immersive and enjoyable experience for players, driving increased retention and loyalty for
our partners.
You have recently stepped into the role of CCO at Imagine Live. Can you tell us a little bit about your career history and what you hope to achieve in your new chapter here?
Before joining Imagine Live, I spent over 30 years in the gaming and entertainment industry, all on building commercial strategies that align with product development. In my new role, I’m here to drive innovation in the live dealer space and enhance our partners’ player engagement by entering true business partnerships, where the operators’ requirements drive our product development. We believe these collaborations will expand our market reach.
My goal is to solidify Imagine Live’s position by delivering premium gaming and fostering a strong, loyal partner base.
How do you balance trying to achieve that live, in-person feel with ensuring gameplay is engaging in a way that is unique to a virtual environment?
Balancing the live, in-person feel with unique virtual engagement involves a multifaceted approach. To replicate the authentic casino atmosphere, we focus on high-quality video streaming and professional dealer training. At the same time, we incorporate interactive elements unique to the virtual environment, such as real-time chat. Our games feature immersive graphics and sound effects that try to bring the excitement of the casino floor to the player’s screen.
How do you hope your robot arm dealer will change the Imagine Live experience moving forward?
The introduction of our Robot Arm technology was set from the beginning to enhance the Imagine Live experience significantly. By providing a clear, unobstructed view of the actions, players feel they are sitting around the table, adding to the authenticity and immersion of the live casino experience. The Robot Arm’s precision and consistency in dealing and game operations ensure that every action is transparent and fair. This technology not only enhances the visual and interactive aspects of the games but also sets a new standard for innovation in the industry. As players increasingly seek unique and engaging experiences, the Robot Arm plays a pivotal role in meeting and exceeding these expectations. Recently, we have also added Gold Blackjack, where our partners’ players can enjoy seamless play with Robot Arm. We believe this will be a crucial development for the industry in the coming years as it transfers the land-based casino to screens.
The industry should continue to innovate in this area to meet and exceed player expectations.
Finally, do you feel personalisation is as far along as it should be within the gambling sector?
While the industry has made significant strides, there is still ample room for growth. Currently, many operators offer basic personalisation features, but the potential for deeper, more meaningful customisation is vast. At Imagine Live, we are committed to pushing the boundaries of personalisation by utilising the latest technology and dedicated studios to create highly individualised player experiences. We believe the future of gambling lies in our ability to understand and anticipate partners’ and players’ needs, offering tailored experiences that enhance engagement and satisfaction. The industry should continue to innovate in this area to meet and exceed player expectations.
