Interview prepared in association with Caro Vallejo.
Over the years, iGaming supplier Evolution has built a reputation as a brand that needs no introduction. It is now known worldwide, and its plans for 2025 include substantial expansion in North America. In an interview for SiGMA News, since 2022, spoke about being present on day one in each new market, creating authentic games, and growing a sister brand.
On entering a new market
How is Evolution positioning itself for the legalisation of online casinos in new states?
Evolution’s long-term goal has always been to be live on day one in any new market. Launching existing slot games in a new market is always much easier compared to live dealer games, as there is less overhead and development. There are many additional factors related to launching our live dealer games in a new market – this requires the construction of new (or multiple) studios, working with local and state governments and officials, hiring hundreds of employees for not only Game Presenter positions but also Technical Operations, Trainers, Human Resources and more.
We are extremely diligent in our efforts to monitor legislative developments with our legal and regulatory teams closely and are constantly conducting market research in states where iGaming is being considered – including exploring real estate opportunities, workforce development, and others to ensure that everything on the backend is ready to go and hit the market as soon as new legislation is passed.
What are the potential risks and benefits for Evolution concerning the expansion into the North American region?
The potential benefits for Evolution expanding in North America are limitless, not just for our company but the iGaming industry overall. Our presence in new and existing regions provides economic development, local jobs and career opportunities, community engagement, an increase in exposure to iGaming, and much, much more. As a company, we can help set the standard for online gaming legislation and operations.
Our long-term vision for online casino gaming in North America has always included the growth of the live dealer vertical. It is still relatively new compared to the potential we see. This is why we are investing so heavily in these markets, and soon, we will introduce our sister brand, Ezugi, with the goal of establishing it as the number two live dealer brand in the industry.
We currently employ over 4,000 people in North America, and this will only continue to grow. We even see further potential in well-established existing markets. For example, New Jersey has had legalised online gaming for over ten years, and the market still grew a staggering 24% in 2024.
‘We are only scratching the surface on what is possible, and more states are sure to follow’ – Jacob Claesson, CEO of Evolution North America.
North American player preferences
What are the characteristics and preferences of your clients in the region?
In North America, we see a desire for more of everything – meaning more games overall, more game shows, more game variants, etc. Most younger players who likely grew up with video games might find the traditional games boring. This is why we see so much success with our ‘Lightning’ family of games and the world’s #1 game show, Crazy Time. We will also be launching another hugely popular game show, Red Door Roulette, in a majority of US markets this year. This understanding, as well as the attention span of all of us, has also led to the development of one of our newest exciting games, Race Track, a 12-second horse race with pixelated graphics.
‘It’s not enough to just offer blackjack, roulette, and baccarat – we must provide small tweaks to traditional formats to entice conventional players and newer players alike’ – Jacob Claesson, CEO of Evolution North America.
We also must remember that in the US, this is the first time a lot of players are trying live dealer games, so we need to do everything we can to make sure they have the best possible experience and ensure that we are creating not only exciting games to play but also games that are just as entertaining to watch.
Then, in terms of slot games, we see a preference for games with lower volatility and more simple and straightforward mechanics. The North American slot player is very different from the European or Asian slot payer. Because of this, 2025 will also see the creation of slot games specifically for the North American market, where we will be introducing our own takes on some very popular slot mechanics.
Co-operation with leaders
How has Evolution fostered and maintained its relationships with major industry players such as Caesars and bet365 over the years? What are the mutual benefits?
We are incredibly fortunate to have such strong relationships with all the leading operators in North America. We have dedicated commercial and marketing teams that are in constant communication to help cater to their needs for games, assets, and content. Simply put, our mission is to make operators successful and provide an excellent gaming experience for their end users. We look at our customers’ business as our business and opt always to be ahead of the game.
We know that live dealer players are some of the most valuable players for our operators, and we strive to provide the best experience for these players. We have multiple dedicated studios for various operators, and this is mutually beneficial in several ways. We can offer an exceptional player experience by keeping the player within the casino brand, and doing so gives us the opportunity to attract more players and eyeballs to our games. We can provide exactly what players want, which in turn creates demand from operators. For example, one of our slot brands, No Limit City, is producing some of the most cutting-edge slot games in the industry right now, and they are receiving a lot of attention and praise. This creates a demand for more operators to carry this brand and put these games front and centre.
Responsible approach by Evolution
What is Evolution’s commitment to responsible gaming?
We are extremely committed to responsible gambling practices and compliance in everything we do, as well as promoting a professional work environment that rewards integrity and high standards. We work closely with local and state regulators, gaming boards, and government officials to comply with state and federal laws and practices. We have dedicated regulatory and compliance teams of 100+ people who are constantly checking and advising that our operations are up to par and follow set laws. This gets as detailed and strict as having certified equipment, operations, and employees – even down to where we order table felts and how we store them.
For any new employee, mandatory training and learning modules are required detailing responsible gaming practices, anti-bribery, anti-money laundering, data protection, and more.
‘We ensure that we create games with clear rules and expressly stated RTP’s that are fair, transparent, and intuitive,’ – Jacob Claesson, CEO of Evolution North America.
To ensure that Evolution complies with applicable laws and regulations and that our set values and desired ways of business are communicated and followed throughout the entire organisation, we adhere to a Code of Conduct.
The purpose of this Code is to help us put our core values of integrity, innovation, flexibility, reliability, and teamwork into action in everyday work situations and provide guidance for how we are expected to act as a company and employees. We also expect our customers, suppliers, and business partners to adhere to standards similar to those reflected in this Code when conducting their own businesses.
Evolution bets on new types of games
As for you, will Marble Race skyrocket as a new type of game?
We always hope any new game launch will do very well and pave the way for more similar types of games in the industry, but it’s very hard to predict which games and game types will be popular. Sometimes, we are pleasantly surprised when we assume a game will be popular in one market, but it ends up being extremely popular in a completely different market. It will be very exciting to see how Marble Race is received, and we have high hopes for this type of game. This is also the reason we are launching two Marble games this year, one with Evolution and one with our sister live dealer brand, Ezugi.
In your experience, what is the most significant difference in player preferences between the LatAm, European, and North American iGaming markets, and how does Evolution cater to these diversities?
There are several differences in player preference between different iGaming markets. The preferences are comprised of varying game types, wager habits, strategy, social and communal traditions, and more. This is the reason why we localize games and game types for each specific market and cater to these diversities as much as possible.
This includes providing games in native languages, game content that features video, imagery, and game presenters that authentically reflect the region, and so on. For example, we provide Spanish, Portuguese, and Brazilian Portuguese-speaking tables for players in South American markets. This is copied across all regions, and we are proud to offer 20+ different native language tables currently. These features help to navigate the finer details of a country or region’s culture and casino etiquette and, as a result, can deliver an exceptional, fully immersive entertainment experience.
Conclusion
The past year has been a challenging one for Evolution. However, with the support of unique, cutting-edge products, extensive compliance teams, and partnerships with leading operators, the company is confidently planning to expand into new markets. Jacob Claesson highlights the development of sister brand Ezugi and new game types, as well as the importance of localisation to the iGaming company’s success.
This article was first published in Russian on 18 March 2025.
