The Rise of Real-Time Digital Experiences and Their Impact on Consumer Expectations

The US online casino market provides a useful case study for understanding broader trends influencing customer engagement and digital transformation. It can be increasingly difficult to distinguish the real world from its digital counterpart these days.

Only a few years back, we were astounded by Google's augmented reality (AR) experience that had us marveling at our ability to make it look as though there was a tiger, bear, or a crocodile in the same room as us. These days, it would hardly be newsworthy.

Digital versus reality

Many of us live in digital realities, whether at work or play. According to CNBC, more than a third of employees work from home, up from the previous year, despite employers becoming stricter about people returning to the office. Home workers no longer feel isolated, and many interact with their co-workers and managers through Teams chats, video calls and tutorials. It is no longer unusual to be part of a real-time digital experience; in fact, in many industries it is considered the norm.

However, as we know, it is not only in work that real-time digital experiences are increasingly common. For many, this is their go-to form of entertainment, and it is probably no more apparent than in the world of online casino. Interestingly, it is also an industry where a high proportion of employees can work remotely. When you consider that online casino and sportsbook platforms were among the first sectors to capitalize on the promises of eCommerce and the wonders of the World Wide Web, it should not come as a surprise that they are ahead of the pack again.

The original digital pioneers

While AI businesses might still be relatively novel, online casinos have been there virtually since the dawn of the internet! However, they have seen incredible changes. What were once solitary interactions with computer-generated graphics are now fully immersive, interactive real-time experiences with human dealers and players around the world. Even until recently, live-dealer gaming was niche, but the fantastic advances in technology mean that these gaming experiences are commonplace and popular across real-money and sweepstakes casinos.

A few years ago, live-dealer gaming was only available on a small number of specialist platforms. Now anyone with a smartphone and decent internet connection can transport themselves from literally anywhere onto a virtual casino floor and interact in real-time. In fact, there are so many opportunities that players have a wide variety of choices, and review sites like CasinoGuru provide an overview of the top online casinos where these and other casino games are available. The US market is particularly interesting because, when it comes to online gaming, it is not one market but fifty, as gambling is regulated at a state, not federal, level. However, because sweepstakes casinos are technically not gambling, they fall under different oversight, which can be incredibly confusing for consumers.

The live dealer experience

Live dealer casinos offer dozens of immersive games from top software providers like Evolution, Pragmatic Play, Ezugi, and more. The dealers appear to be on the casino floor, but they are actually in TV-like studios that broadcast from around the world, in different time zones so that there are always games to play no matter what time of day or night. The dealers are more than just people who turn over the cards; they are fully trained hosts who bring the whole experience to life. It really is a mix of real world and digital and appeals to people who want all the casino fun without leaving home.

Each game is individual and not run by random number generators or computer algorithms. A live dealer responds to each game as it happens. Players are fully immersed in the action but do not need any tech peripherals. They can hear the clink of the roulette wheel or the slap of the cards on the table as they play. Obviously, they cannot interact with real items and have access to digital chips and cards that they can move around on the screen. However, the dealer can respond and interact instantly with the players.

This format has been around for a while, but it has really taken off recently – probably due to improved technology and better connectivity. There used to be only a few games on offer, but now there seem to be ever more inventive and engaging ways to present roulette, blackjack, bingo, baccarat and live poker. Bingo has never been terribly popular as a video version of the game, but it thrives in a live setting. The dealer acts as emcee and generates tension in a way that numbers appearing on a screen never can.

New formats equal more interaction

Players from all around the world can play at the same time, and some game formats are so popular that there are live streams just for people to watch. The entertainment has become a form of entertainment in its own right. This is particularly true for the latest real-time digital craze of game show-inspired games that take the format to a whole new level. Players can take part in or just watch live, interactive versions of popular shows like Deal or No Deal and Monopoly Live, where Mr MONOPOLY is on hand to help the live dealer unearth cash wins, multipliers, and random bonuses. It seems that the only limit on this format is the developers' imaginations.

AI turning the format on its head

One really interesting recent development is the introduction of AI to this space. While we might have expected AI to help the dealers with bets placed, payouts, and technical paraphernalia, it might come as a surprise to find that some players are opting to play live dealer games with an AI-generated avatar. BetHog's AI-powered blackjack dealer, Sunny, has turned the concept on its head. The company is at the forefront of redefining the possible and reflects a broader trend for founders and investors keen to explore the next steps in digital transformation.

Live digital gaming is a relatively expensive operation, so it is easy to see why businesses might be keen to cut human capital costs, but does it really deliver an equivalent experience? While Sunny is designed to bring human interactivity to an AI-powered format, it is more like playing with a 3D cartoon than a person. She greets players by name, remembers past sessions, and reacts dynamically during the game. However, as with many things AI, it seems as though the possible benefit of scalability misses the point of what makes the live dealer digital experience so popular.