Operations, not maths: the underestimated constraint in live casino product design
- Kevin Jones
- 1 day ago
- 5 min read
Live casino has spent the last three years converging. Game shows now share a common visual grammar, multiplier mechanics have become table stakes, and the commercial question for suppliers and operators alike is no longer how to launch more titles but which ones earn sustained lobby positioning. Edvardas Sadovskis, CPO at ICONIC21, sits on the supplier side of that conversation. The studio's bespoke-led model, building dedicated games and studios for individual operators, runs against the volume logic that has shaped most supplier roadmaps, and frames the bespoke-versus-scalable trade-off he describes as central to every commercial conversation the studio has. In the Q&A, Sadovskis argues that round speed, not volatility, is the most sensitive variable in live format testing, that overcomplicated mechanics and bigger bonus rounds tend to reduce engagement rather than differentiate, and that operator expectations over the next 12 to 24 months will move away from volume-driven roadmaps toward tighter release cadences and hybrid RNG-live formats.
Gaming Eminence: Most live casino game shows now incorporate multiplier mechanics. What specific player behaviours are you designing for when you introduce these, and how do you evaluate whether they are working as intended?
Edvardas Sadovskis: "Game shows in live casino naturally sit closer to slot and instant game behaviour than to classical table play, so when we design multiplier mechanics, we’re targeting players who are motivated by rare, high-impact wins and unpredictable outcomes. Multipliers allow us to split each round into two emotional phases: first, the anticipation-building moment where values are generated, and second, the resolution where the outcome is revealed. This structure is key because it mirrors what players already enjoy in slots: volatility, surprise, and the potential for standout wins.
From a product perspective, there’s already a strong industry benchmark for how these mechanics should feel, so part of our job is to meet those expectations while refining the experience through pacing, clarity, and visual engagement. We evaluate performance through a combination of quantitative metrics like session length, bet frequency, retention, and qualitative signals like player engagement during the anticipation phase. Ultimately, if players stay longer, interact more, and respond positively to the build-up moments, it’s a strong indicator that the mechanics are working as intended."
Gaming Eminence: When designing a new live format, how do you balance round speed, volatility, and session length? Which of these variables tends to be most sensitive during testing?
ES: "It’s a fair question, although session length is ultimately driven by player behaviour rather than something we directly “set,” so our main focus is on designing the right round experience. Today’s players are heavily influenced by short-form content consumption, so we aim to keep round duration within a similar 30–60 second window to maintain engagement and emotional intensity.
Volatility, on the other hand, is something we can model quite precisely. We rely on experienced math teams, simulations, and established player behaviour patterns to define a target profile early, and we’re usually confident in it before launch. The real complexity comes later, when all elements of the game come together: presenter flow, wheel timing, UI animations, betting windows, and camera direction.
At that stage, round speed becomes the most sensitive variable, because even small adjustments in one area can impact the entire experience and pacing. Achieving the right balance requires extensive iteration to ensure the game feels fast, smooth, and cohesive without losing clarity or excitement."
Gaming Eminence: From an operator perspective, what actually determines whether a game earns sustained lobby positioning versus being deprioritised after launch?
ES: "From an operator’s perspective, sustained lobby positioning is driven first by core performance metrics like acquisition rate, retention, and session length, because these indicate whether the game is consistently attracting and holding player attention. However, these metrics alone are not enough to secure long-term visibility.
Ongoing promotional support plays a critical role, especially around launch and early lifecycle, with tools like tournaments, leaderboards, and free chip campaigns helping to boost both acquisition and re-engagement. These mechanics create additional reasons for players to return and interact with the game beyond its core loop.
Ultimately, it comes down to a combination of strong underlying performance and active operator support. If players enjoy the experience and operators see stable or growing engagement, especially when reinforced by well-executed promotions, the game is far more likely to maintain its position rather than be deprioritised."
Gaming Eminence: Live casino formats are converging around similar mechanics and presentation. What approaches to differentiation have you seen not work in this category, and why?
ES: "A common mistake is assuming that copying existing successful formats and adding more features or bigger bonus rounds will drive success. In reality, overcomplicated or unfamiliar mechanics often reduce engagement, as players lose clarity and the core excitement of the experience.
In many cases, what doesn’t work is forgetting the main purpose of the bonus or adding features that don’t clearly enhance the player’s emotional payoff. At the same time, true differentiation is simpler, more distinct concepts or radically different formats can actually be more effective. However, these kinds of experiments are expensive and risky, which is why the industry tends to favour safer, familiar approaches with incremental improvements rather than bold innovation."
Gaming Eminence: What are the main constraints that shape how a live game is built, whether commercial, technical, or regulatory, that players and even operators often underestimate?
ES: "Operations are often the most underestimated constraint. The game presenters are the face of the product, and their communication style, energy, and ability to engage players directly impact retention and overall game perception. Getting this right consistently across shifts, languages, and markets is a major challenge behind the scenes.
Regulation is another key factor. Games certified for one market often require adjustments elsewhere, from RTP and bet limits to bonus rules, max win caps, or features like autoplay. These variations can significantly affect both design and player experience.
Commercial aspects are often underestimated too, even by experienced operators. Considering that ICONIC21 specializes in dedicated studios and bespoke games built around a specific operator's needs, this requires genuinely complex commercial structuring. Staying competitive in that environment means constantly tracking what the broader market is doing while delivering something tailored and distinctive. The tension between bespoke and scalable is central to every commercial conversation we have."
Gaming Eminence: Over the next 12 to 24 months, what do you think operators will expect from live casino products that they are not getting today?
ES: "Operators will expect live casino providers to move away from volume-driven roadmaps and focus more on quality and strategic alignment. It’s no longer about releasing more games. It's about delivering the right games that fit an operator’s positioning, target audience, and commercial goals.
Also, operators want providers to maintain flexible roadmaps. With bespoke products becoming a priority, operators need to know they can rely on you to provide what they need, when they need it, fully informed by player and market demand.
There will also be a stronger emphasis on trust. Operators want confidence that providers can consistently deliver high-performing products, not just new launches. This naturally pushes the industry toward more curated, data-driven releases rather than broad portfolios.
We’d also take a look at hybrid formats, like RNG games with live game presenters or similar mixes. A good example is the ICONIC21 Crash Live, a classic crash game but commented by a live presenter."
