Is Hyper-Customisation The Next Frontier in Live Casino Player Experience?
From localisation to hyper-customisationHow live casino experiences are being reshaped to connect with players at a deeper cultural and emotional level.
The highly competitive iGaming sector has been consistently working on delivering a more engaging and interactive player experience in live casino games. Some of the leading companies in this field, such as Evolution Gaming, CreedRoomz and other leading names, have already made significant progress towards creating a more personalised and localised experience for players. They have focused on factors such as high-level customisation, integrating cultural relevance, and adopting a modular design to create an environment that is player-centric, ensuring players do not feel alienated in any way.
In recent years, personalisation has become a central focus for all stakeholders in the iGaming industry. The introduction of a geo-centric outreach program marked the beginning of accessible betting and offers in localised currencies. Progress has been steady; stakeholders have made significant strides through digitalisation while entering new markets.
It has been observed that more than 75% of players feel frustrated when there is a lack of customisation, particularly in a personal space when playing live casino games. Hence, localisation and customisation play a crucial role in player retention as well as player interaction.
One report found that in non‐real‑money gaming, about third-fourth of users prefer Hindi or regional languages, and providers have done an excellent job on localisation in the Indian market.
The casino operators and providers are working towards further customisation and personalisation. They have introduced real-time chat, native dealers coming to the scene, adding thematic lobbies and a customised user interface that works seamlessly on all supported devices. The evolution of AI has helped to segment, creating pathways for personal recommendations and data interpretation.
However, there remains a case for hyper-customisation.
Hayk Tovmasyan, the head of the casino division at CreedRoomz, a live casino game provider based in the capital of Armenia, believes there is significant potential for further progress. He emphasises that hyper-customisation will necessitate a deeper understanding and focus on internal localisation across all aspects of the business.
As reported in IGB, Tovmasyan says, “To truly capture and retain players, providers must forge deep, meaningful connections. At CreedRoomz, we believe the key lies in hyper-customisation – a strategy that goes far beyond simple translation to deliver experiences that resonate profoundly with players on a cultural, linguistic, and even emotional level.”
“Creatively, the biggest challenge is maintaining quality and a coherent narrative. Our main goal is to avoid content that feels repetitive or impersonal, ensuring that every player’s unique experience still feels handcrafted and engaging.”
The customisation must be handmade and should not be a one-size-fits-all solution. The dealer should operate within a localised environment, incorporating native language chat, thematic games, and user engagement tools. All these elements will help to advance towards hyper-customisation.
The purpose is to create an authentic environment for players, and it should not seem staged but rather a natural evolution of the gaming environment.
Stan is deeply interested in the iGaming and casino world, particularly its content, marketing, and player engagement aspects. By combining technology, data, and instinctive acumen, he strives to create next-generation strategies and nurture emerging talent in the field. Beyond work, Stan is an avid autodidact who enjoys reading widely to expand perspectives and spark new ideas.