In a move designed to keep the brand in step with their major competitors, Mr Green has relaunched its live casino offering backed by the help of industry stalwarts Evolution Gaming.
Seen as a must-have for any iGaming entity, live casino gaming continues to evolve and grow, with reports suggesting that this is one of the fastest areas for growth in online gambling – up to 30% in 2016 alone according to H2 Gambling Capital.
And now Mr Green is the latest in a long list of names to offer the technology on their dedicated gaming portal, with an exclusive ‘environment’ developed by Evolution that has been purposely designed to simulate a real-world casino. Dedicated croupiers are filmed live and are now ready to take players’ bets following the early October launch.
The live casino launch is the latest in a long line of strategies planned by the brand. Together they form their overarching aim of offering "a unique, personalised gaming experience" and a "broader product range", confirmed by the development of their own dedicated sportsbook in the summer.
Timed to coincide with football’s European Championships, Mr Green hooked up with betting solutions platform Kambi to integrate their own sportsbook into the site, and this signalled the operator’s desire to expand into new areas beyond their bread and butter of online casino gaming.
Their shiny new live casino extends this philosophy yet further, and joins a stable of traditional online casino games powered by some of the industry’s leading names, including NetEnt, Microgaming, Play‘n GO and of course Evolution Gaming.
Their award-winning mobile platform – described as the 'Best Mobile Casino in the World' at the 2016 GA Gaming Awards – is the icing on the cake of a gaming provider that looks set to do great things in the next few years if their dedication to innovation is anything to go by.
The link-up with Evolution Gaming is a canny one on the part of Mr Green; this is a brand, after all, that has been named 'Live Casino Supplier of the Year' for seven consecutive years at the prestigious EGR B2B Awards.
Clearly, Mr Green only wants to work with the very best in the business. Their ability to create custom-designed live casino environments is naturally a huge help in terms of branding and promotion.
The fact that they can almost perfectly replicate the live dealer experience offered at a bricks-and-mortar casino – right down to the clicking of the roulette wheel and the clanking of chips being placed at the blackjack table – also helps to enhance the user journey significantly.
This is not the first time that Mr Green has called upon the services of Evolution Gaming. Many of their casino games, from their traditional table titles to their extensive slot gaming library, are powered by the brand. This latest link-up is just the next phase of what has proven to be a particularly successful partnership thus far.
This is a complete relaunch of Mr Green’s live casino offering, rather than a mere re-skin and polish. Evolution were responsible for the company’s original live casino channel launched back in 2013, which featured a small selection of roulette, blackjack and baccarat tables that were filmed around the clock live in their Riga studios.
Plus, games were filmed in real-world London and Stockholm-based casinos manned by a professional live dealer team. At the time Markus Aurala, who was the chief product officer at Mr Green, said that:
"Look-and-feel, localised services and the delivery of a trusted and entertaining online experience are all central to our brand strategy. What Evolution offers is a great fit for us in every way. Their expertise, facilities and resources will enable us to take our already strong brand and create the online equivalent of 'real', three-dimensional Mr Green casinos. This supports our aim to offer great choice and a unique, fun experience on every visit."
So, from a strategic point of view, not much has changed in the past three years for Mr Green: they are all about their players. But the launch of their new live casino means that they can now compete on an equal footing with their main competitors – watch out for them in the coming months
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