Playtech has added a new roulette product to its live dealer offering, describing it as the most sophisticated variant of the game available in the gaming market today.
The HTML5 game has been developed in partnership with its licensees, and launches following extensive user experience testing and benchmarking analysis carried out over the year.
In its first week since going live, the supplier says it has resulted in increased player engagement levels, longer session times across all devices and higher revenue for licensees.
The user interface has been overhauled based on user feedback, and now offers simple navigation, repositioned play and feature buttons and a personalised view of the live action and table layout in any viewing format.
The product has been launched alongside Playtech's existing live roulette product, with the majority players migrating to the updated game within two days.
"We focused on roulette because it is our primary, premium game," Kevin Kilminster, head of innovation for the supplier's live dealer division said. "We worked very closely with our major licensees to create what we firmly believe is the best performing product on the market.
"This has been highlighted by the huge demand we had for the product just 48 hours after it launched across the network," he said. "The response has been phenomenal with players immediately switching from our previous live roulette to our new HTML5 product and with incredible results for licensees.
"Players are more engaged than they ever have been and can now enjoy the best live roulette experience on the market."