International edition
September 24, 2021

Helen Hedgeland, Head of Marketing of the company

“ICE provided the ideal platform to show Evolution Gaming’s products”

(UK, exclusive Helen Hedgeland, Head of Marketing of Evolution Gaming, talked about the participation of the company at recent ICE show and its developments. She also commented about the future plans of the firm for 2011.


s it was the first time that Evolution Gaming participated in the ICE show, let's start with a presentation of the company, its main activities and developments.

Evolution Gaming is the world's leading Live Casino provider, working with more top-tier online operators than any other software provider. However, to date we have kept a fairly low profile. Founded in 2006, Evolution Gaming revolutionised the European ‘live casino’ platform, turning a niche product into a ‘must have’ for gaming operators. Our products enable players to take their virtual seats at real-time casino games streamed in TV quality video to their PCs.

We offer variations of the most popular casino games including Blackjack, Baccarat and Roulette, all streamed in real time from our own dedicated production studios. These state-of-the-art studios accommodate mainstream and innovative VIP gaming suites, allowing operators the freedom and flexibility to offer tailored experiences to their end users.

We offer unrivalled levels of localisation and personalisation to provide our operators with cost-effective solutions which maximise revenue opportunities without compromising their brands. Bespoke, dedicated environments can also be created so that operators can extend their brand online and additionally these can be customised specifically for individual marketplaces.

Now that ICE 2011 has finished. What is the balance you can make about Evolution's participation in it?

It was definitely the right time to exhibit for the first time. It provided the ideal opportunity to showcase our latest releases to both existing and potential customers and to look to raise our profile further and increase brand awareness. We know that many people are familiar with our Live Casino product, as it is showcased on many of the leading gaming sites, but we needed to reinforce the point that Evolution Gaming is the company providing this service and highlight the levels of customisation and cross-selling opportunities that such a real-time solution allows. The show provided the ideal platform and we have already signed up for 2012!

How did you see the show?

The show has proven to be a great success and exceeded all expectations. Those who attended the show – and certainly those who were drawn to the Evolution stand – were key decision makers and genuinely interested in the product and making quick and informed decisions, rather than simply browsing. The show also gave our extended team the opportunity to catch up with key customers and interested parties with whom we have been speaking and showcase our developing portfolio.


What products did the company exhibit or release during the show?

ICE provided the platform to formally launch London Roulette – a new localised online Roulette room that is already achieving strong results for top-tier operators. Modelled on the crème de la crème of British casinos, London Roulette offers players a localised experience which is unmatched anywhere on the web. Evolution has created a ‘real’ environment that exudes opulence and grandeur in the rich tradition of the very top London casinos. We have also ensured that customer service is of the highest order, by headhunting the best and most experienced native speaking male dealers from top UK land-based casinos.

The concept behind London Roulette enables any customer to visit and play at a localised ‘destination’ casino, where every detail – from interior design, to lighting to the on-screen user interface and choice of game views – has been developed to create a unique ambience and customer experience. Also showcased was Venezia Roulette, a similar offering tailored for the Italian market, due for April 2011 release.

Another exciting new product featured was Mermaid’s Fortune. This is the first ever live feature slots game and introduces a whole new gaming category to help operators stand out from the crowd. This unique slots game is an exciting blend of an online RNG slots game and live dealer gaming. It is like no other slot game you’ve ever experienced. Played in real time on the Internet, this is a high quality RNG slot game featuring a Live Mermaid, who interacts with the players and takes control in the Live Bonus Games.

These new products were all shown alongside Evolution's complete portfolio of Live Casino solutions, including Dedicated Tables and Environments, Live Roulette – including a new Mini version – and Live Baccarat and Blackjack games.

What was the feedback received by visitors and clients?

Feedback from both visitors and clients was extremely positive. Our Live Slots game attracted considerable attention – as this is so unlike anything people have seen previously.

Several land-based venues considering venturing online for the first time were impressed by the blue screen technology that would allow them to replicate their offline offering online. The opportunity to present their own lobby and games rooms with native speaking dealers, customised for their local markets was very appealing and assured them that moving online can strengthen their brand and result in new revenue streams, not cannibalisation of existing revenues.

Another crowd puller was the knight and horse we had parading around outside of Earl’s Court during the first two days of the show. As part of an integrated campaign, linked to a promo video highlighting ‘Evolution Gaming – As Real As It Gets’, visitors were also able to see the fun side to Evolution Gaming.


What are the plans of the company for this 2011 that is beginning?

ICE is simply the starting point for Evolution to consolidate and strengthen our pole position as the world’s leading Live Casino provider. With many of the online industry’s biggest names now enjoying the financial benefits and end-user satisfaction of our products, we want to work with more land-based casinos and be their first natural choice of partner, when moving online. In the next 12 months, our presence will be more visible at a number of the key gaming events. We will look to secure additional market share whilst simultaneously making gaming more exciting, engaging and enjoyable for players, and more efficient, manageable and profitable for operators.


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