## Livespins Aims to Redefine Slot Machines – iGB
Marese O’Hagan talks with Michael Pedersen, Chief Business Officer of Livespins, about the driving force behind the company and why he thinks it can disrupt an industry that needs a change.
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Livespins aims to redefine slot machines. Slot machines have long been considered a solitary form of entertainment. The industry is somewhat isolated, and the lack of companionship is something that Livespins, a casino streaming platform, hopes to change by entering the slot machine market. They’ve created a shared streaming experience that allows customers to wager together. The company’s move is supported by the industry’s push for more shared experiences, especially in the wake of the Covid-19 pandemic.
Streaming, at least in iGaming, is still in its early stages. Currently, companies like SharedPlay, Interactive Gaming Group, and CasinoGrounds are competing to be the ones to solve the streaming puzzle.
Meanwhile, developers are pushing to create multiplayer slot machines – something many believe could be the biggest change in the industry since the first online casinos.
But as Twitch, the streaming website, has shown by banning casino links during live streams, can this traditional mechanism flourish with a more modern feel? Michael Pedersen of Livespins certainly believes so.
Tell us about how Livespins operates. What makes it different from other products available?
The most effective way to clarify this is by using a familiar gambling concept known as “side wagering.”
You’re aware that in a real gambling establishment, you don’t have to be seated at the table, you can stand behind a player and place a bet, right? We’re taking that concept and merging it with live casino broadcasting. You’re not just observing a streamer, you can join their game, place a bet behind them, and even wager with other participants.
It’s a communal experience, perhaps 50 individuals are wagering behind the streamer, if they succeed, you succeed, and you can celebrate together. As far as we know, we’re the pioneers in this field. We constructed our own platform, so we don’t rely on Twitch, YouTube, or any other broadcasting service.
Slot machines have always been a solitary activity. Why did you choose to create a social gaming experience?
We examined the statistics and how individuals spend money globally, and we noticed a trend towards increased streaming. In Asia, nearly one-third of online purchasing occurs through streamers. The traditional method of shopping on Amazon is outdated, particularly in Asia. We anticipate this trend reaching the West.
Individuals there, especially younger generations, desire more interaction. Apple has SharePlay, where you can watch movies or listen to music together.
Disney Plus is on the verge of introducing a fresh feature known as GroupWatch, which will enable you to transmit a film to twenty distinct living spaces, but watch it collectively. Outside the realm of the industry, we’ve observed these social patterns on the ascent.
We’ve been discussing this in the sphere of online gaming for an extended period, but I believe 2022 will be the year it achieves widespread adoption, it will no longer be a specialized acceptance.
Considering the recent surge of gamification and engagement features, it feels as though developers have been unable to craft a truly multiplayer product – what is the reason for this?
This is likely the reason I developed a fondness for Livespins. When Robin [Reid] presented me with the product, I thought for the first time, this is pertinent to the general public. It’s not some marginal niche. Multiplayer encounters have been somewhat cumbersome or very specialized up to this point.
Livespins, on the other hand, is not. Certainly, there will still be some individuals who prefer to play solo, who aren’t interested in all the additional features, but I believe Livespins is less specialized and more appealing to mass consumers and players.
Is this the ultimate objective of Livespins?
The “betting” product we launched with Livespins is definitely not the final step in our product offering. This is merely the commencement. We perceive Livespins as a completely new category.
When you visit an operator’s website, you’ll see your live casino and table games.
Livespins will be a fresh, self-governing approach to experiencing casino games. We’re constructing our product range from the beginning, laying the groundwork for a completely new way to play. There will be numerous diverse ways to engage in the future.
Do you believe slot machines, in particular, require a revamp? The fundamental gameplay hasn’t significantly evolved since slots migrated online, so is there space for substantial modifications?
Absolutely. I believe there’s ample room for innovative concepts. The key is to discover alterations that truly make a difference. I observe numerous minor changes in slots, such as tournaments and contests. They’re merely adding to the core game.
Livespins is developing an entirely new product. It’s not just a minor adjustment, it’s a completely new way to play slots collectively. I hope to witness more of this, because slots truly need something novel. But it needs to be excellent, something individuals genuinely desire. Don’t simply alter things for the sake of it.
Do you think these new ideas will originate from within the casino industry or from other domains, such as video games?
I hope it originates from both. We’re definitely advocating for change from within, but there’s also a great deal of energy emanating from the United States.
We had a lighthearted discussion about the potential consequences of Amazon entering the realm of online betting.
We’ve witnessed it firsthand. Netflix is venturing into the gaming arena, not wagering. This pattern is poised to persist. What remains uncertain is whether they will draw a boundary at social or free-to-play games, or if they will venture into the real money gaming domain. Who can say?
The primary point we aim to convey is that this isn’t merely another form of gaming, it’s actually an entirely new category. It’s a completely novel approach to playing slots that we’ve never encountered before.
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