There’s a new private live casino area on its way, thanks to a just announced partnership between Playtech and GVC Holdings.
The new dedicated Live Casino studio (as Playtech are calling it), is to be called Elevation, and it is expected to go live in the next couple of months. Presumably there are plans to grow the area considerably in time, with both Playtech and GVC describing the initial launch as only the first stage of Elevation.
The release details the new area as follows:
The purpose-built space will launch in stages over the next two months, backed by a major marketing campaign, and will initially feature five Blackjack tables and a Roulette wheel studio. With a vast video wall creating a backdrop of a fully immersive skyline, Elevation is designed to be a true visual spectacle for players, bringing the Live Casino experience to life across GVC’s many major brands.
Exactly which GVC brands will have access to the Elevation’s live tables hasn’t yet been revealed. There are lots of them (brands that is), following a string of mergers and acquisitions, most recently GVC’s takeover of Ladbrokes Coral.
Bwin, PartyCasino, Coral, Gala, Ladbrokes, Sportingbet, Gamebookers, BetDaq, BetBoo, Gioco Digitale and Eurobet among others, all fall under the GVC umbrella. The Elevation room will need to expand significantly if it is going to service players from all or even some of these brands.
Of course some of these brands already have private live casino rooms of their own that are substantially larger than Elevation stage 1. Bwin for example has more than 20 exclusive tables (powered by Evolution Gaming). They’ll need to wait for the stage 3 or 4 expansion of Elevation before being able to transition their players across, if this is ever to be the long term goal (unlikely I’d guess).
It is more likely that the brands already using Playtech’s live games (Ladbrokes, Gala, Coral etc), will get access to the Elevation tables, which will become a shared exclusive area for these casinos.
Playtech COO Shimon Akad, had the following to say about the launch of Elevation:
“As the parent company behind some of the most iconic brands in online gambling, GVC has been a key partner for us for many years, and we’re delighted to be extending that partnership with the development of Elevation”
While Shay Segev, COO at GVC, had this to say:
“Live Casino is one of the major growth areas in the online gambling market, with players looking for a more immersive, entertainment-driven experience. Significant investment has gone into delivering the first stage of the Elevation studio and we’re delighted with the results.
It’s been a busy end to year for Playtech’s live gaming team with a number of new games and old table revamps. Without a lot of fanfare they have recently launched Quantum Roulette, American Roulette, Heads Up Hold’em, All Bets Blackjack and revamped their Hi-Lo game.