Marketing News

Finland’s state-owned gaming operator Raha-Automaattiyhdistys (RAY) has expanded its product range with the launch of Playtech’s live dealer blackjack and roulette games.

The live casino offering is broadcast from a purpose-built studio in RAY’s Espoo headquarters, and features a new presenter concept, as part of Playtech’s commitment to ensuring its live dealer product meets the different requirements and tastes of local audiences.

The supplier worked alongside RAY to implement a purpose-built solution, including a new look and feel to the product. The new presenter concept is based around having the dealers act like television presenters, who are dressed in informal clothing from a casual lobby environment.

RAY’s senior vice president of business operations Timo Kiiskinen said he was thrilled with the product, which he described as “not only the best in class and the most advanced, but also the most flexible and comprehensive which allowed [the operator] to have purposefully taken a friendlier and fresher approach to live dealer.”

“The studio looks fantastic, the technology is the best in the industry and the presenters are ready to meet our customers who, from extensive rounds of focus groups, have really taken to the new look we have adopted,” he added.

Playtech first launched an iGaming offering for RAY in 2010, signing a four-year contract, before securing a two-year renewal to the deal in April last year.

“RAY are a longstanding Playtech partner and we’ve thoroughly enjoyed working with them on this project, particularly the new, innovative approach they have taken to live casino,” Playtech chief operating officer Shay Segev said. “We look forward to working with the team on this and many more exciting ventures.”