Private Atrium, BetConstruct says, will offer players “exclusive experiences at blackjack and roulette tables”. 

The supplier emphasised that operators will be able to drive bettor engagement and create “unique gaming experiences” by integrating Private Atrium into their offering.

In a statement, BetConstruct said: “High limits are not the only premium feature available. Here players also have the freedom to control the table by deciding when to start the spin, deal a card or request a shuffle. 

“Naturally, with both games CreedRoomz offers its staple side bets opportunities to attract more bets and provide quick revenue growth to operators. 

“All that drastically boosts the level of individual approach, as Atrium offers the highest level of personal one-to-one service, where the player can be alone at the table and communicate with the deal via voice messages.”

If you are looking to learn more about CreedRoomz by BetConstruct and discover ways the brand can help you grow your business, visit Stand N4-600 at ICE London on April 12-14.

Last month, the UK Gambling Commission approved the distribution of BetConstruct’s Crash and Farkle games in “another major step” for the brand after being registered by its Maltese-based mother company, SoftConstruct.

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Speaking at SBC Summit Barcelona, Chief Commercial Officer Christopher Smith was pressed on CreedRoomz’ ROBA product – a robot dealer that “acts as a real croupier”. 

Beginning the discussion, Smith looked at the ways in which CreedRoomz is helping to extend BetConstruct’s offering to new audiences. He said: “Since the separation and rebranding, it has given us more opportunities to expand our distribution network. 

“Historically, anyone that was using our product was doing so through the BetConstruct platform. But now, that can be done via our direct API. 

“People may not have previously been able to access our products because of integration issues, or any other issues. But now, that can all be done directly. It also means that we’ve got new opportunities to enter markets that we might not have previously been able to do so. That benefits us with new chances for growth, but by default also benefits BetConstruct too.”

The chat soon turned towards the range of products within CreedRoomz portfolio. Of those that have been well received by partners was a feature that transforms any live dealer table into a multiplayer experience.

Smith added: “One of our features that we’re particularly proud of is our own feature that makes any of our roulette tables into multiplayer roulette. It gives that multiplayer experience for any one of our players on any one of our games. That has been really, really well received. 

“On our blackjack tables, we have our black jackpot – a live jackpot running 24 hours a day across all of our blackjack tables. Players can win a small, medium or large jackpot at any random moment. That is seeded completely by us. So there is no cost to the player and operator. 

“It gives [operators] a free promotional tool, that no other casino supplier offers, to help them engage new players with blackjack. We also have a tournament engine that we use to run leaderboard tournaments, as well as many other side bets and features within games that aren’t offered by other live casino suppliers.”

Watch the full interview HERE

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Through the deal, CreedRoomz’s suite of over 25 games, table options and mobile optimisation has been added to Sportingtech’s platform for its operator partners worldwide to utilise.

“Integrating CreedRoomz’s live casino solutions is a significant step forward for Sportingtech as we continue to diversify our offerings,” commented Robert Nevill, Commercial Account Manager at Sportingtech.

“CreedRoomz’s innovative approach and impressive game variety ensure our operators can deliver an engaging and diverse experience that resonates with live casino enthusiasts worldwide. We are thrilled to bring their high-quality, award-winning content to our platform.”

CreedRoomz’s show games, live tables and its fully mobile-optimised suite are now available to Sportingtech’s partnering operators to enhance their live casino offering. 

Richie Wheel and Richie Roulette are just some of the show games featured, while other titles include Aurum Roulette, as well as Baccarat and Blackjack tables optimised for all player levels. The supplier also offers a range of tables and custom campaigns, including tournaments and bonus structures.

CreedRoomz has licensing across multiple jurisdictions, including Denmark, the UK and Malta.

Lusine Voskanyan, Business Development Manager at CreedRoomz, added: “Our partnership with Sportingtech will enable us to expand our reach and bring our unique live casino experience to new audiences. 

“Sportingtech’s comprehensive platform and broad market presence make them an ideal partner, and we are excited to work together to bring operators and players the unparalleled quality, innovation, and customisation options CreedRoomz is known for.”

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In a bid to bolster game engagement, the Aurum Roulette Game Show looks to bring together the classic excitement of roulette with a unique game show format featuring players’ favourite Aurum mode.

Furthermore, the new game looks to tap into elevated mechanics – providing an experience for the full spectrum of players.  

Arturs Fjodorovs, Game Product Manager at CreedRoomz, commented on the launch: “Aurum Roulette launch marks an important step in the development of show games, offering our partners a powerful platform to captivate and engage new players. 

“As part of the exciting Aurum feature overhaul, now available on all roulette tables, this innovative enhancement is more dynamic, volatile, and user-friendly than ever. Early results are already proving its value, with impressive boosts in both player retention and turnover, driving growth for our partners.”

Also key to the offering is “a revamped and intuitive user interface (UI) and user experience (UX)” across both mobile and desktop platforms. 

It comes amidst a surge from live casino as a vertical, with Sargis Poghosyan, CreedRoomz VP of Casino, suggesting in CasinoBeats recently that it is closing the gap on its sports betting and online gaming counterparts.

Poghosyan emphasised that live casino is “gaining more advantage in the battle” between sportsbook and online casino, with one aforementioned set of products in particular hailed as playing a crucial component in leading this chase.

“This is due to more focus being placed on games shows” he says, before proceeding to suggest that these not only appeal to the demands of standard live casino players, but are gaining traction with those that traditionally do not stray beyond the slot or sportsbook spaces that they commonly frequent.

“Considering all this information, I would say that live casino is getting bigger and bigger and it’s gaining more by itself.”

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Citing the roadmap witnessed across recent years by the leading lights of the vertical, this path is one that is also being trodden by the BetConstruct brand as its strives to make further waves across the space.

In conversation with CasinoBeats at September’s SBC Summit, Poghosyan addressed how competition helps spur CreedRoomz on to hit new heights, which geographies could witness the next live casino boom, and just what future developments are to be introduced to capture the attention of a larger player base.

Live vs sportsbook & casino

Throughout the conversation on the sprawling showfloor of the Lisbon showpiece, the VP exuded much confidence that the company’s speciality is making significant headway in gaining ground on its competing segments.

Poghosyan notes that live casino is “gaining more advantage in the battle” between sportsbook and online casino, with one aforementioned set of products in particular hailed as playing a crucial component in leading this chase.

“This is due to more focus being placed on games shows” he says, before proceeding to suggest that these not only appeal to the demands of standard live casino players, but are gaining traction with those that traditionally do not stray beyond the slot or sportsbook spaces that they commonly frequent.

“Considering all this information, I would say that live casino is getting bigger and bigger and it’s gaining more by itself,” he states. 

“Previously, we could consider that live casino was around 30% to 40% of the market. Now I am pretty sure that it’s even bigger at this moment. 

“If we are considering the information from platforms that we have, live casino is already about 50% of the turnover of the platforms. It’s a significant share of the market.”  

Major upgrades and updates

Complacency is certainly not a word that occupies a place within the CreedRoomz vocabulary, with a message of consistent customisations and improvements being one that Poghosyan is keen to stress.

Ahead of the industry’s descent on to the Portuguese capital, CreedRoomz vowed to introduce a series of major upgrades to existing games in a bid to elevate the player experience further still. But what exactly does this look like?

“We are always innovating and we are always trying to update and to have the best product in the market that we can,” he says.

In addition to implementing “a lot of new features on standard games”, CreedRoomz has also updated the UI of its portfolio with a view to introducing an air of freshness and interesting styles.

These enhancements, Poghosyan continues, were largely driven by not only personal experience but statistics from competitor analysts of all other providers that are in the market.

However, it does not stop there. Multiplayer table and AI were also stipulated as critical factors that could grant a range of new opportunities for players.

“We are trying to keep all this innovation in CreedRoomz,” he adds.

To complement all of the above, the company also rolled-out new additions to its catalogue in Lisbon, with the overall theme being one that is incredibly familiar.

“As you know, the market is going towards game shows, and this is also the main focus at this moment from our side,” he states.

Aurum Roulette Live is the first title to come to the table. This multiplayer offering provides a multiplier of up to 700 on standard roulettes. 

Poghosyan outlines: “We also have two new products that we have brought during this expo. One of them is the virtual studio, where we have an auto roulette with a virtual studio background customised for each operator.”

In addition, Deluxe Roulette, a slow motion version of the popular game, is highlighted as “very trendy”, with its development backed-up by “statistics that a lot of players” demonstrate an affinity for such an effect.

Game shows: the key to success

Throughout the discussion, Poghosyan is certainly not shy in stipulating just exactly where he sees exploitable opportunities that could drive CreedRoomz to the next level.

Stressing that “everyone in the market at this moment is placing a big focus” on such games, a pair of competitors are citing as examples of just why such a strategy is sure to pay off.

“If we consider our tier one competitors, such as Evolution or Pragmatic Play, you can see that 80% of their portfolio from the last two years is mainly focusing on having new casino game shows,” he comments.

“Considering that, and also considering the demand from our partners, we made these changes on our side.” 

In addition to bringing two game shows titles to the industry’s attention during the SBC Summit, CreedRoomz is promising to follow this up in a much larger sense, with new technologies involved, during January’s Barcelona-based gathering.

Brazil: the foundation of future endeavours

Unsurprisingly, one particular nation forms the bedrock of CreedRoomz’s immediate plans for future geographical expansion, despite the whole continent as a whole representing one of great potential for the company.

“I would say that first of all the Brazil market is the top priority for us at this moment” he states, with the necessity of a regional footprint and true localisation deemed a critical component to make any true progress within the country.”

He continues: “Considering all of the innovations that we are doing on our side, we also have a big focus on dedicated studios for specific regions. 

“As Brazil is getting big, and considering the regulation part that is coming with new rules in the market, we have created a dedicated Brazilian studio with native speaker Brazilian dealers to have a more targeted audience in the market.”

Elsewhere, it is all eyes on ICE Barcelona 2025 for CreedRoomz, where a trifecta of fresh introductions in the form of a new wheel game, Mr First Bingo and El Dorado game show will be leading the group’s ambitions during the early stages of the year.

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Through the collaboration, titles from BetConstruct’s igaming suppliers CreedRoomz and Pascal Gaming will be available for players on the Betfair platform, with PopOK Gaming titles to be added in the near future.

“Integrating with a global leader like Flutter Entertainment presents a game-changing opportunity to expand our reach and leverage our combined expertise to redefine the igaming landscape,” commented Mikayel Sarukhanyan, Chief Business Officer at BetConstruct.

“It’s not just about offering players access to acclaimed titles; it’s about setting a new standard for excellence and player engagement.”

BetConstruct’s partnership with Flutter is a continuation of the games provider expanding its global reach within the igaming market.

Stefano Busè, Commercial Director Gaming at Betfair International, added: “Partnering with BetConstruct marks an exciting milestone as we bring their engaging gaming lineup to Betfair International. 

“This collaboration reflects our shared passion for revolutionising the igaming world and offering top-notch experiences for players worldwide.”

Last month, BetConstruct launched Ortak, a new solution that allows online casino developers to sell shares in their games in the form of NFTs.

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Approved by the Danish gambling authority Spillemyndigheden, the live casino brand of SoftConstruct is now able to bring its offerings to Danish players and operators.

Game titles that the live casino supplier will be able to provide to licensed operators in Denmark include Richie Roulette, Roulette Aurum, Russian Poker, Switch Blackjack, traditional Roulette, Swift Roulette, Dragon Tiger, Asian Dragon Tiger, and Keno.

“We are incredibly excited to bring our diverse range of live casino games to Denmark,” stated Sargis Poghosyan, VP of Casino at CreedRoomz. 

“Securing this licence marks a key milestone in our strategy to expand across Europe and reflects our dedication to meeting high regulatory standards. 

“We are looking forward to introducing Danish players to our world-class live casino games and providing them with unparalleled gaming experiences.”

CreedRoomz’s European reach has been expanded with the Danish license, and the live casino brand has also secured several distribution deals this year with Lider Bet, Soft2Bet and Alea.

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Thanks to game show adaptations and slot hybrids, operators continue to witness, acquire and offer new innovations to help tap further into live casino’s expanding audience. 

Representatives from online suppliers, land-based suppliers and operators gathered during the second day of SBC Summit Barcelona, to discuss the current state of the live casino sector on a panel titled ‘High stakes! – Live casino and the serious players’. 

To kick start the panel, moderator Dan Phillips, from SBC Advisory, pointed out that although live casino player activity data “is pretty much led by commodity products like roulette” – which he referred to as “cash cows” – the sector is starting to see a shift in player persuasions. 

“there’s room to grow in older-style games”

Todd Cravens, President and CEO at Galaxy Gaming

He posed the question: “We’re seeing more and more interchangeable entertainment products, in game shows and slot-type products. Just to kick us off, what do we think the main drivers are for live casino products?” 

“I think it comes down to serving two different kinds of players, ” responded Todd Cravens, President and CEO at Galaxy Gaming. “You have your existing, more hardcore casino players, who like blackjack and roulette, but certainly now you’re trying to bring new players in that maybe don’t understand, or have a different value set in regards to how they want to play.”

“I still think personally there’s room to grow in the older-style games as well, with progressives, omnichannel progressives and things like that, but I think we’re basically trying to find new players.”

Moving on to reasons behind a shift in desire from specific sets of players, Graciella Anthony, Entain’s Head of Live Casino, played down the idea that newer, more social and engaging products like game shows are not causing a divide in live casino products, but are simply enhancing the sector. 

“I think it’s important to remember that by introducing game shows we have expanded our product. It’s just an additional product offering something different,” she said. 

Anthony also detailed how these more innovative products are helping to bridge a gap between typical slot players and live casino alternatives. 

She added: “With game shows, we see them as a kind of gateway into live casino. We see more recreational players playing these types of games and we see a lot of slot players coming to experience these kinds of games.”

Providing a supplier’s perspective on the topic was Albert Pesca, VP of Commercial at ARRISE powering Pragmatic Play, who claimed that each time he has reached out to a company with new live casino products, operators are constantly asking “what else do you have?”, suggesting a high demand in modern live casino innovations. 

As the conversation moved on, Phillips questioned where the next innovation within live casino will come from as the industry continues to adopt new technologies such as AI, machine learning and the metaverse.

Anthony looked at the question in terms of player engagement, suggesting that the next big advancements in live casino content could come from tailoring products to audiences more interested in instant gratification through shorter play times. 

“with game shows, it’s just about who’s got the best product at that time”

Graciella Anthony, Head of Live Casino at Entain

She said: “The gap I see at the moment is that you’ve got customers who just want digital snacking, where they’re in for seven seconds, and we don’t have products in the live space where players can come in waiting for the bus and they just want to be able to dip in and out.”

“I think it’d be something nice for the live space, and I’d be interested to see how suppliers get over this. For the short attention span that the next generation has, what kind of product would be popping up?”

However, Sargis Poghosyan, VP of Casino at CreedRoomz, suggested that the “next steps will be VR and AR”, explaining that “live casino will be something mixed with reality” and that “all these [developments] will lead to new game styles.” 

Phillips was also intrigued by trends in players’ affiliations with certain live casino products, asking whether the panellists had noticed any and asked: “Do you have a lot of people moving around through the different live casino products, or do people stick to their favourites?” 

Suggesting a noticeable difference in player attitudes towards the different segments of live casino gaming, Anthony elaborated: “When it comes down to your traditional games, I think players are comfortable with a product that they like. But, I think with game shows, it’s just about who’s got the best product at that time.” 

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Games from each of the three aforementioned suppliers will now be available for the technology and services provider’s partners to utilise to enhance their casino experience.

Commenting on the integration, BetConstruct has described the partnership with Golden Race, Creedroomz and Pascal Gaming as an “unparalleled opportunity” for Land Based Solutions partners and a way for operators to “elevate their offerings and boost their revenue significantly”.

The centralised location for all games and streams with an “intuitive interface” offers “revolutionised gaming in betshops – eliminating complex report and content management processes and providing hassle-free betting experiences”.

BetConstruct has gone live with various developments throughout the year so far, including in the web3 space with the introduction of a decentralised casino platform solution called DECA and the launch of BCverse, a B2B igaming metaverse platform.

The technology and services provider also revealed a new version of its self-service betting terminal software, Betting Terminal PRO, bringing new advanced features to the land-based gaming space.

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As a result of its latest partnership, the live casino brand of SoftConstruct, which will be returning to the SBC Summit Barcelona in September, will make its gaming suite available across the Georgian digital space.

This, said a statement issued by CreedRoomz, accelerates a “constant mission” of making “games and offerings easily accessible to a larger audience”.

Under the terms of this latest collaboration, clients that utilise the offerings of the Lider Bet platform will gain access to a portfolio of classic games, such as baccarat, blackjack and roulette.

The Georgian aggregator becomes the latest partnership inked by CreedRoomz, with Lider Bet following in the footsteps of similar alliances that have been entered into alongside Soft2Bet and Alea during the current year. 

A spokesperson noted that this maintains an ambition to “always seek new partnerships with big industry names”. 

Adding: “Both partners are committed to bringing enhanced player experience and innovative solutions to the table and making it available worldwide, hence the new union is the perfect answer to the modern igaming market standards.”

At the SBC Summit Barcelona last year, CreedRoomz’ Chief Commercial Officer Christopher Smith spoke about the use of robot croupiers and explained why they can help improve the player experience.

The brand will be returning to the Spanish city in September, where CreedRoomz will occupy a stand (CG53) that sits within the casino and igaming zone at the expanded event.

The return of the global betting and igaming exhibition and conference will take place on September 19-21. This will unite over 10,000 decision-makers, including 3,000 operator and 1,200 affiliate representatives.

The event also will showcase 300 exhibitors and feature more than 80 hours of conference content delivered by 450 speakers.

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