Live casino offers players the human connection many crave in digital gambling. Yet behind the smiling dealers and spinning wheels lies an expensive, complex operation that challenges even established operators. Edwardus Sadovskis, Chief Product Officer at ICONIC21, reveals strategies for success in this demanding vertical.
The True Cost of Live Casino Operations
Building a competitive live casino product requires significant investment across multiple fronts.
“Live Casino is super expensive compared to other products in the market,” explains Sadovskis. “You need software, studio space, decorations, video setup, and gaming equipment.”
This initial outlay only represents part of the equation. Monthly operational costs include presenters, shufflers, pit bosses, studio support and administration staff. These expenses make proper planning crucial.
The landscape has changed dramatically in recent years. Where once a good product guaranteed success, today’s market demands more. Sadovskis points to the closure of live dealer provider Atmosfera as an object lesson in planning pitfalls.
“It’s really important to create a proper plan for growth,” he emphasises. “You need to calculate properly when your break-even point is. Missing that point hurts tremendously.”
Finding Your Niche in a Crowded Market
Facing giants in the live dealer space, ICONIC21 needed to carve out its own territory. Their strategy focused on two key differentiators: customer-centricity and product diversity.
“We understood that the industry giants are quite slow with change requests from clients,” notes Sadovskis. “We decided to serve this need with speed and flexibility.”
This approach extends beyond service to their product portfolio. Rather than limiting themselves to standard offerings, ICONIC21 developed:
- Classic live dealer games
- Games with multipliers
- Live games beyond traditional casino formats
- RNG games and slots
- First-person single-player games (launching soon)
This diverse portfolio makes their product easier to sell in a saturated market.
Prioritising Player Experience and Retention
While many iGaming operators focus heavily on acquisition, Sadovskis believes retention deserves equal attention. His approach starts with a fundamental insight.
“Our industry is about entertainment,” he states. “We create entertaining products for players to enjoy and have a great time.”
This player-centric philosophy drives every development decision at ICONIC21. High-quality presenters, seamless game experiences, low-latency streams, and optimised interfaces all contribute to the retention puzzle.
Sadovskis’ team spent six months analysing and optimising every element of their mobile interface. They created dynamic UIs that change based on game stage, enhancing player engagement.
“We analyzed every small detail on the phone screen and asked if we needed it at that exact moment,” he explains.
Adapting to Market Shifts
Recent market shifts have significantly impacted iGaming product development. The most notable trend affecting player preferences comes from social media.
“In social media, users receive new content every 30 seconds, experiencing different emotions with each clip,” Sadovskis observes. “We need to adapt our products to this reality.”
This shift has pushed developers to optimise game rounds that once seemed quick at one minute. Today’s players consider a minute-long round excessive.
While artificial intelligence dominates tech conversations, Sadovskis maintains that human connection remains Live Casino’s unique selling point.
“We’re using AI in development, concept creation, and monitoring,” he admits. “But we’ll keep the human factor in Live Casino for as long as possible.”
Leadership Principles for Continuous Innovation
Maintaining innovation requires nurturing an ecosystem where ideas flourish freely. Sadovskis embraces a “fail fast, learn fast” approach.
“I like to be hit with different ideas, what I call a meteor of ideas,” he says. “Many might seem nonsensical, but there’s always one seed that can become a product.”
His leadership principles include transparent collaboration across departments. Product sessions welcome staff from all teams, bringing diverse perspectives to the development process.
Rather than rejecting ideas outright, Sadovskis identifies what they lack. This creates a learning environment where teams continuously improve their conceptual thinking.
By investing in personal development and encouraging market research, ICONIC21 maintains its innovative edge in a competitive industry.
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