Posted 1/23/11 : Evolution's latest offering is racking up the numbers at licensees

Live dealer provider Evolution Gaming, which has reported significant success with its new London Roulette product at major UK internet bookies like William Hill and Ladbrokes, is to showcase the game at ICEi this week.

Modelled on the crème de la crème of British casinos, London Roulette offers players an exceptional, localised experience which is unmatched anywhere on the web, a company spokesman boasted this week.

"To replicate the excitement of playing at such a prestigious venue, Evolution has created a ‘real’ environment that exudes opulence and grandeur in the rich tradition of the very top London casinos," the spokesman claimed.

"Evolution has also ensured that customer service is of the highest order, by headhunting the best and most experienced native speaking male dealers from top UK land-based casinos. In common with Evolution’s well-established Live Roulette, players are welcomed to the table by the dealer and can interact with the dealer and fellow players in real time throughout the game."

Evolution chief exec Jens von Bahr, revealed that London Roulette went live at the start of December last year with several of large clients, including William Hill Online and Ladbrokes.

"Initial results from all of these top-tier operators have been very impressive. Typically we are seeing excellent uptake amongst existing customers – but without cannibalising existing revenue – and also high numbers of all-new customers and, therefore, exceptionally low cost of customer acquisition,” von Bahr reported.

Robert Sadler, Live Casino Manager of William Hill Online, said: “London Roulette is an important strategic addition to our existing online offering. Now we can give our customers the opportunity to click into the very finest casino in town. London Roulette conveys the ‘Best of Britain’ and the dealers really are first class. Our customers love it and London Roulette looks set to be a great success for us."

The concept behind London Roulette enables any customer to visit and play at a localised ‘destination’ casino, where every detail – from interior design, to lighting to the on-screen user interface and choice of game views – has been developed to create a unique ambience and customer experience.

The company says that it is developing a similar concept in Venezia Roulette, which is being tailored for the Italian market and will be released around April 2011.