One of the key roles of an affiliate is to connect individuals with products that speak to them. Whether that is a slot they might like, a sportsbook that offers markets on leagues that interest them or even a localised platform that speaks to the user in their own language.
This is fairly easy to do with online slot games. Studios can translate them into different languages, then let the player experience the games in whichever dialect they liked.
This, however, is a little more complicated in live casino games, as the host can only talk in one language at a time.
Not just that, but some studios only offer live casino games in certain languages. This means affiliates need to be aware of not only which platforms are localised, but which games are, too.
Where are live casino games filmed from?
The first thing to understand is that each provider will manage their own live casino studios. This means Pragmatic Play’s live studios will be somewhere different from Evolution's live studios, and these providers will also have studios based all around the world.
Europe
The first live casino studios were opened in Europe, and this continent remains one of the hotspots for these dealers.
The most popular countries include Latvia, Romania, Bulgaria, Georgia, Malta and Spain.
Latvia has some of the largest live casino studios in the world, with Evolution and Playtech still operating some of their main studios in this country. Ezugi and OnAir Entertainment also have studios and dealers in this country.
As for Malta, many providers here operate localised language tables from this country, including Evolution and StakeLogic.
In Georgia, Authentic Gaming and Evolution stream from inside brick-and-mortar casinos, including Hilton International Casino, Shangri La Casino and Casino Aviator.
Each of these countries will have different languages, accents and considerations, which is why the largest operations will have live studios located in multiple locations.
North America
In recent years, many providers have opened up live dealer studios across America to support the rise in iGaming.
There is an art to understanding live casino studios and the full range of experiences they can offer
As New Jersey is one of the strongest supporters of iGaming, it is perhaps unsurprising to learn that this state is one of the largest when it comes to live casino studios. Evolution opened their first American studio here in 2018. Not only do they stream from a studio in Atlantic City, they also stream from Resorts Casino Hotel, the Ocean Resort Casino and Hard Rock Hotel & Casino.
Pennsylvania and Michigan both have studios from Evolution and Playtech, while Authentic Gaming began streaming from Foxwoods Resort and Casino in Connecticut – marking the first American-based live casino stream available to players overseas!
While North America primarily uses English, some players may have preferences over which casinos the games are streamed from. They may want something local, or they may want to experience a property on the other side of the coast from them.
South America
As Brazil and the wider Latin American region continued to skyrocket in popularity, providers established studios in South America to keep up with the demand. These included localised languages and knowledge.
Evolution opened their first LatAm studio in Argentina, before opening another a few months later in Colombia.
Costa Rica also has a few, including those from Visionary iGaming and Ezugi, while Vivo Gaming has studios in Colombia and Uruguay.
Playtech opened one of the region’s most recent studios in 2024, choosing Peru as its destination.
As live casino studios have opened up in South America so recently, this is still a major emerging sector and marketing highlight for many operators. Any USPs from particular operators can still go a long way in this region.
What does this mean for affiliates?
If a customer sounds interested in live casino games, it is not enough to simply point them towards the closest operator that offers them. There is an art to understanding live casino studios and the full range of experiences they can offer.
Some of them offer traditional games that make people feel like they are playing at a land-based casino; while others host wacky gameshow-style experiences with huge, elaborate props and sound effects.
It can be considered a faux pas to work with a streamer or influencer to promote a particular site that does not offer games in a language that their audience understands.
If a customer finds the genre of live casino that speaks to them, this means nothing if the host cannot speak to them.