888 Expands with New Authentic Gaming Deal

888 expands live dealer games portfolio with a new Authentic Gaming deal

Live dealer specialist Authentic Gaming & 888’s ‘milestone’ agreement

888Holdings has recently announced a new ‘milestone’ deal with live casino firm Authentic Gaming that will see their entire portfolio of live games become available on 888’s various brands including 888poker.

Authentic’s portfolio includes its flagship live roulette title 24/7 Roulette as well as Grand Roulette which features a unique Blaze variant–transforming the format into that of a game show.

This agreement between the two companies means that 888 will offer Authentic’s services in new, more regulated markets such as the UK, Sweden, Denmark, and Italy. Further, because of Authentic Gaming’s premium tables package and much like sports betting, the games will be live-streamed from various casinos around the world such as the Royal Casino in Denmark, the Bad Homburg Casino in Germany, and the Foxwoods Casino Resort in the USA.

Guy Cohen, 888Holdings’ senior vice president of B2C, was delighted with the agreement, discussing it in a press release:

At 888, we are focused on offering our players a wide portfolio of games. We are pleased to add the live roulette provider, Authentic Gaming, to our platform and we look forward to working with them in the future.

Authentic Gaming’s CEO Jonas Delin further added:

This partnership with 888 is a breakthrough moment for Authentic Gaming and marks our arrival as a leading live roulette provider…Live roulette is enjoying a surge in popularity as players seek out a more authentic online casino experience, and our games have been designed and developed to provide the most engaging and thrilling experience which complements 888’s existing games for its players.
Authentic Gaming has become one of the most prominent providers of live-dealer games, offering dedicated tables with professional dealers and a themed calendar offering unique events to their Blaze variant that encourages player engagement and retention.

Brands are capitalizing on the popularity of live dealer casinos

As Authentic’s CEO stated in the press release, live dealer casinos are increasing in popularity and this latest deal with 888 is yet another indicator of where the industry may be headed.

888’s live suppliers now include Evolution Gaming, NetEnt, and Authentic Gaming. They join a growing list of major casino sites offering all 3 of these platforms, including Pay N Play-integrated sites such as Leo Vegas and Mr. Green.

Live dealers are nothing particularly new–they’ve been around since the mid-2000s–but have surged in popularity for a few reasons. The majority of internet connections are far better nowadays, meaning fewer frustrating crashes or lagging at key moments. The rise of mobile apps has also made them more convenient and there is better interaction with the dealer through innovative chat features.

The price of entry is also typically far lower for these games, as opposed to brick-and-mortar casinos which require a high minimum bet.

With that being said, live dealer games are not a straight replacement to actual gambling establishments, but they are the closest possible thing, even more so recently as the majority of casinos around the world are closed due to social distancing measures in the wake of the COVID-19 pandemic.