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Creating user profiles to send ads requires technical storage or access Evolution Gaming (“Evolution”) is a B2B provider of customer-enabled live casino services. – Face online casinos with the ability to offer players a real-time video game against live croupiers. Evolution pioneered this format due to its laser-focus and outstanding performance, winning the “Live Casino Suppliers of the Year” award for eleven consecutive years at the EGR B2B Awards, and capturing a 60% European market share.
I first encountered Evolution in 2018 using a screen inspired by investor Christian Huyck. Evolution’s annual reports are easy to read, and you can learn everything you need to know in an hour or less. Additionally, you can read more in Evolution’s recently published offer document for NetEnt or in this write-up from American hedge fund Alta Fox.
Evolution’s business model reminds me of Taiwan Semiconductor Manufacturing Company (“TSMC”). Live casino is a capital-intensive part of the value chain due to the high fixed costs of setting up the studio and back-end betting and streaming technology. Evolution passes this capital expenditure on to its clients, allowing them to focus on what they do best: player acquisition and retention. In turn, Evolution reinvests in better technology and new games to deliver more to its customers. This raises the bar for competitors and customers looking to build or maintain live casinos at home. Evolution’s CEO, Martin Carlesund, said in the 4Q18 earnings call, “Evolution’s core is built on a strong will to win and constantly push the bar to the next level.”
The Evolution Of Gaming
Meanwhile, thanks to higher bandwidth and the proliferation of smartphones, online gambling continues to take share from land-based gambling – and live casino is the fastest growing segment online. Evolution is in the early days of building its presence in the US market. So far only a few states have changed their regulations to allow online gambling, but Evolution believes that eventually the US market will be many times larger than its home base in Europe.
Again like TSMC, as Evolution builds more and more desirable products, it will increase its TAM. As Evolution’s chief product officer Todd Householder said in a recent interview, “we spend a lot of time talking about players we don’t have”. In this post I would like to discuss several recent interviews that Householder has given.
That is, evolution is not built on its zero marginal cost; Nor does he benefit from network effects. What Evolution did was to use technology to disrupt the distribution model: thanks to the Internet, players no longer had to go to a casino to gamble; They can do it from anywhere with computer or mobile phone. Evolution’s key insight was that live streaming led to the belief that table games would play reasonably well. But at the end of the day, the games played were the same as in the casino: blackjack blackjack; Chili tea is like chili.
In my opinion, the first step for Evolution to become a technology company is to take advantage of its zero-margin cost and reinvent traditional table games like blackjack where an unlimited number of players can participate. Three years ago, Random Number Generator started designing new games that put the games in a live format and create a completely new experience. From an interview with Haushalter (slightly edited):
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What you will see in Live Casino is that the games are increasingly rich and entertainment driven. So there will always be a place for roulette, blackjack, baccarat and hardcore players to love. But I think you gamble online or on your phone or on your computer as an alternative to watching Netflix or playing video games. But when it’s your baseline of comparison, it’s not a very high bar, and people expect to be entertained, entertained, and constantly encountering things. A simple game per minute [like a traditional table game] just doesn’t cut it anymore… In a world where people want to be entertained, gambling and entertainment will merge more and more. Even blackjack and roulette are unrecognizable when you go forward. The basic game will still spin a ball, but there will be a lot of entertainment around it.
Who are we following? Place the players. OK, but we don’t have room. So what is the nature of a place? The nature of a place is that it is very visual; It is very good; You can bet small and win big. This is probably its most important element. You can bet small and win small. So it keeps you eating with great bonuses and gives you something to dream about. So there is no need for a slot company to find slot players. We can easily identify slot players by creating something they love. Think a lot about the player you don’t have and why you don’t have it, I think that’s the key,
Two of the first games Evolution developed with this concept were Lightning Roulette and Monopoly Live – which won ‘Game of the Year’ at the EGR Operator Awards in 2018 and 2019 respectively. Monopoly Live was Gaming Intelligence Review’s ‘Game of the Year’ for 2020, with the judges calling it “the game that invented a new genre” – the game show genre. Haushalter says:
We’re basically starting this new era of game shows, it’s like soft games, friendly but you can still win a lot of money. It’s a new way to gamble. They aren’t really table games. They weren’t really places, but they fit in the middle, and they found a very large audience.
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A great audience indeed. New Evolution games have led to a significant acceleration in ‘Tach bet’ – i.e. player activity – since 3Q19, as you can see in the chart below:
Of course, Covid and the absence of sports-betting accelerated the growth. But the game show genre creates a different product that is difficult and expensive for online competitors to imitate, and impossible for land-based casinos to replicate. This will continue even after covid is over. For each householder (slightly edited):
I think it’s inevitable that there will be some players out there who are going to play a game like Crazy Time. Then they move on and go play Lightning Silly. They then played Monopoly Live and then ‘Deal or No Deal’. After that, they go to the local land-based casino. How are they supposed to sit down at a normal blackjack or roulette table after playing these? You know, they’re like, “What can I win? Where’s my super bonus? Where’s my bonus rounds? Where’s my game speed? They’re paying everybody here 10 spins an hour. You know, I want multiple windows, four games at once. Or I want my lighted casino with multipliers. I want to pull up the trend and see the last 50 or hundred or 500 or whatever spin I want. I want to do that.” So people are getting used to a game experience that’s just land-based … and that’s going to be hard to deliver.
Evolution launched ‘Crazy Time’ – the game Householder refers to above – this summer. As he describes (slightly edited):
The Evolution Of Gaming Consoles
Last year we did a game called Monopoly Live and it was a huge hit. Players love it so much and it breaks all the records of the company. What we learned from it is that it’s all about the bonus rounds. It may seem obvious, but remember that we as a company grew up on roulette and blackjack and baccarat. That’s the idea
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