How Evolution Gaming Created a Dominant Position in B2B iGaming Solutions

Back in the 1990s and 2000s, when online casinos were first finding their feet, the two biggest names in casino software were clearly Microgaming and Playtech. The former is credited with programming the first true casino software in the mid-1990s, whereas the latter really grabbed the baton when it was founded in 1999, powering a huge number of casinos and often signing exclusivity deals in the 2000s. Both these European startups saw that the future of the sector lay with mobile casino, too, making sure the sector was optimized for smartphones not long after Steve Jobs unveiled the iPhone. 

While Microgaming and Playtech still exist today – and remain influential – it is arguably the Swedish company, Evolution Gaming, that is the backbone of the industry globally. Evolution made its name from supplying the software, equipment and facilities for live dealer casino games – a hugely important innovation in the 2010s – but it took that position and strengthened from a position of strength. Here are some of the moves it made to become the most influential player in B2B iGaming solutions:

The Live Casino 

As mentioned, Evolution had a lot of success by being in the early wave of live dealer casino online technology. Today, it is estimated to supply around 60-70% of the tables for online live casino around the world. It operates studios in 45 locations globally and supplies tables for huge brands like DraftKings Online Casino. There are other operators in the live dealer space, including the aforementioned Playtech and Microgaming, but Evolution is the dominant brand by a clear distance. 

Beyond the Cards and Dice

One of the stated goals of the iGaming sector in the early days was to emulate the experience of a ‘real’ casino. That was arguably achieved in the 2010s with live dealer tables online, but what about experiences ‘not’ available at the land-based resorts? Evolution saw that as an opportunity, pioneering the idea of live casino game shows, a new style of gaming that ripped up the rulebook of what a casino game should look like: Elaborate studios, game-show-style theatrics, and explosive prizes, games like Crazy Time and Adventures Beyond Wonderland changed the complexion of online casinos. 

Accessibility at the Forefront 

Casino gaming is a broad church, and not everyone is a high-roller or experienced card sharp. Evolution was quick to make accessibility a priority, introducing games with multiple language options, micro stakes if desired, or super high-limits if that’s your bag. The point, as such, is that the live dealer casino became a welcoming place for all types of players, even if English is not your spoken language or you’ve never played before. 

The Acquisition Spree 

Evolution’s position of dominance was further increased when it started buying up rival iGaming software providers. Indeed, the company went on a huge splurge of acquisitions, taking in NetEnt, Big Time Gaming, Red Tiger and Nolimit City, among others. These iGaming brands were already big names in their own right, powering 1,000s of online slot games – some of which, like Starburst (NetEnt), are among the most popular ever launched. Now these major brands all operate under Evolution’s umbrella, so it is arguably the main player in both live casino games and software-based games. 

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What Comes Next?

Challenges and opportunities. The iGaming sector is fluid, so we cannot say for sure that Evolution will still be the dominant brand ten years for now. It has a massive opportunity as the US market opens up, but it can face challenges from everything from unregulated crypto casino sites to artificial intelligence. With the latter, for example, there is a line of thought that says we will soon see the real dealers at online casinos replaced with AI avatars. Evolution maintains that players crave authenticity, so it is unlikely to happen, but it is just one aspect of how its business must rise to a new challenge.