“Operators need to offer more variety in terms of live casino games” - Lana Bleichyk, XPG

Lana Bleichyk is the Head of Sales for XPG a live casino provider that’s been around for over 10 years. Previously known as XProGaming, they’re based in Europe and offer a complete selection of live casino games, from the typical roulette and blackjack tables to the more exotic Sic Bo, Andar Bahar or Dragon Tiger.

I met Lana during EIG 2017, in Berlin, where we spent half-an-hour discussing providers, operators, affiliates and how each can support the others to drive the industry forward.

What do you think about niche affiliates such as LiveCasino.com?
As a live casino provider, I believe that this type of website is first and foremost very useful to our clients – the operators who offer our selection of games. For us, your website is important for two reasons: firstly for your provider reviews, and secondly, for your domain name. We expect a lot of people to visit your site when searching for live casino provider which means we need to pay a lot of attention to our competition to ensure our products and services are top notch. You could say, you’re helping us to do better.

Name one thing we could do better? What would you like to see on our website?
You already have it – it’s the live casino provider reviews. If I were to add anything to that it would be a comparison element. I would love to see, side by side, how we compare to other providers not just in terms of the quantity of games offered but also in other areas. For instance, a special section dedicated to local providers with target markets outside Europe, like Asia, Latin America, US and Africa, that would be an interesting read for me.

What could operators do better?
Be more courageous and offer more variety in terms of live casino games. Other than live roulette or live blackjack, there are other games that could be very successful among their player-base. Operators are not aware of the potential of certain products.
I would also like to see an increased focus on data and the gathering of feedback from players with the purpose of improving the games on offer. They can be improved, features can be added. It’s not very difficult, but first you need to know what’s missing.

Talking about you now, what makes your products special?
We are global, and we are flexible – I would call that our two main qualities. Some of our competitors focus on specific markets or areas, being it Asia, Europe or Latin America, but few have our global presence and capabilities, able to offer the entire spectrum of live casino games in one system. For financial reasons, our main market is currently Asia, but that doesn’t mean we neglect the others.

Thanks to our very resourceful software-development team, we are capable of creating new or fully-customisable products and features in a fast and easy manner. For instance – Andar Bahar is one of our games developed exclusively for the Indian market and operators. This game is not popular in any other part of the world except Asia.

Also, for casinos operating in areas with poor internet connectivity, we have developed a custom download client that players can install on their PC which allows them to enjoy games at their full potential.

You make everything sound easy, but surely there are challenges when developing a new product, what are they?
The biggest challenge for a live casino provider is to clearly understand what the client wants and what his expectations are. After that, the next challenge is to reach a common ground in regard to those expectations. Sometime this is not a simple thing to do and everyone knows that you can’t ask for the best version in the shortest time.

What’s the XPG game you’re most proud of?
I can’t pick just one! I would say I’m very proud of our product as a whole rather than a specific game.  When someone chooses to work with us, they receive access to an entire set of games including ones from our partners who are integrated in our platform. A client gets access to 10 live dealer games, an option for branded tables or the virtual games from our 4 partners Pragmatic Play, Betsoft, Betradar and Concept Gaming. But if I were to pick a game, it would probably be our Wheel of Fortune, as we were among the first providers to offer it.

What would you say your most innovative product or feature is?
Wheel of Fortune is definitely one of them, besides that, there’s our selection of Asian games like Sic Bo and Dragon Tiger, which by the way, we were also the first to introduce some five years ago.

Are the Asian games becoming more popular in Europe or Latin America?
I wouldn’t say so. There are a few markets that are more open to exotic games such as Sic Bo or Dragon Tiger but I wouldn’t say there’s a growing trend across the region.

What are the main differences between Europe, Asia and Latin America?
Well, first it’s the games and then it’s the mentality. Every time I enter a physical casino in Macau, I’m shocked. There are people playing at the tables there, while at the same time, they have a tablet or mobile in their hands, placing bets online.

Isn’t that a bit too much though?
That’s their nature. They love to play casino games and that’s why they are our main market.

Tell us something about your upcoming plans that no one else knows!
I can’t tell you that, but I can tell you that we add new games to our offer every 6 months. It’s been 3 months since our last addition, so expect to see a new game, with unique features, sometime in the next 3 months.

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