Natallia Salonka, Head of ElCasino Business Line, in latest interview

The live casino segment continues to expand—and with it, operator expectations are evolving. Today, it’s no longer enough to offer a standard game portfolio. Operators seek flexible and adaptable solutions that align with their brand identity, target audience, and specific market dynamics.

In this interview, Natallia Salonka, Head of ElCasino Business Line, shares how ElCasino approaches its product strategy, why close collaboration with partners sits at the core of its development process, and which tools and mechanics are driving higher replay rates and stronger monetization.

How is the role of live casino evolving within the online casino ecosystem today?

Live casino is no longer a secondary vertical. It has become a core driver of player retention, engagement, and long-term value (LTV). Players are no longer satisfied with mechanics alone. They expect atmosphere, trust in the product, high production quality, and a truly immersive experience. 

As a result, the live segment is increasingly positioned as a strategic pillar within operators’ long-term growth and retention frameworks.

What technologies enable ElCasino to balance strong visual appeal with high game performance?

We put a strong emphasis on delivering games that feel modern and visually engaging, while maintaining fast, stable performance across devices. To achieve this, we leverage Three.js for 3D rendering and Rive for UI animations.

This combination allows us to build detailed 3D tables, fluid interface elements, and a dynamic visual environment without overloading the client side. As a result, operators get a product that delivers a premium look and feel while maintaining consistently high performance.

How important is branding in live casino games for operators today?

For many operators, branding has evolved from an optional add-on into a fully-fledged business tool. Players need to feel that they are inside a specific brand ecosystem, rather than just engaging with a generic live game.

That’s why deep customization of the visual environment, from backgrounds to overall design language, has a direct impact on product perception and player engagement.

At ElCasino, we actively develop and implement customized game environments tailored to a wide range of partner requests—from fully branded studios to subtle visual integrations that align with a platform’s identity. This flexibility allows operators to build a consistent user journey, strengthen brand recognition, and create a more cohesive product experience without compromising on performance.

How deeply can ElCasino customize its product for a specific partner?

As a game provider, we can tailor virtually the entire portfolio to a specific partner. This goes far beyond individual backgrounds or UI elements; it extends to the overall visual language and identity of the product.

The impact becomes particularly visible when operators allocate a dedicated category for our games and drive consistent traffic — typically several thousand players per day. In this setup, branded live games evolve from being just another content vertical into a visible, strategic part of the operator’s product offering.

Teen Patti and Andar Bahar have shown strong traction in India. How does ElCasino adapt its portfolio to regional preferences?

Our approach is driven by actual partner demand and performance data rather than formal localization. Through close collaboration with operators in India, we see clearly which formats gain traction and why.

We focus on games that deliver measurable value for operators and scale reliably. That includes both established formats like Teen Patti and Andar Bahar, as well as new concepts that resonate with local player behavior.

A strong example is Candy Ball. From launch, it immediately gained traction with Indian players. The format is simple and intuitive: each round produces a single numbered ball as the final result, while the visual presentation — bright, dynamic, and fast-paced — creates constant engagement. It combines the clarity of a lottery mechanic with the energy of a live show, which makes it easy to enter and difficult to drop.

This kind of response confirms our approach: we don’t adapt for the sake of adaptation. We expand the portfolio with products that naturally fit player expectations and strengthen operator performance in a specific market.

Which markets are currently the most promising for live casino?

We’re seeing strong momentum for live casino across Asia, Africa, and Latin America. These regions are rapidly adopting the format, showing high levels of player engagement and offering solid growth opportunities for operators.

The key success factor here is the ability to align with local preferences and present the product in a way that resonates with regional player behavior. Operators who get this right tend to see stronger performance and faster market traction.

What gamification tools does ElCasino use to drive player engagement?

One of the most effective mechanics remains tournaments. They introduce a competitive layer to live games, create additional incentives for players to return, and help operators build a more active engagement cycle.

It’s a straightforward, proven format that performs well both in terms of player engagement and repeat sessions.

Looking at long-term strategy, which solutions at ElCasino are specifically aimed at increasing replay rate and building player trust?

For us, replay rate is never driven by a single factor; it’s the result of several elements working together.

First, it’s stable, low-latency streaming. Players need to feel that the product is fast, fair, and consistent in its performance. Second, strong visual delivery plays a key role. Games like Candy Ball, for example, perform well thanks to their vibrant design, dynamic pacing, and emotional engagement.

Third, we focus on tools that operators can activate on their side to bring players back. Some partners implement a dedicated promo parameter that allows them to reward players with free chips on the day following a session. In practice, this strategy has a clear impact on return rates.

Across our portfolio, the replay rate averages at no less than 20%, with several titles exceeding 30%.

How does ElCasino help operators increase live casino monetization?

We provide operators with more than just a game portfolio—we offer a flexible toolkit for growth. This includes studio and environment customization, branded solutions, tournament mechanics, and portfolio adaptation aligned with local markets and specific partner objectives.

This approach supports higher LTV, strengthens retention, and increases the share of live games within the operator’s overall revenue mix.

What is the core principle behind ElCasino’s collaboration with operators today?

Our priority is a true partnership-driven approach. We don’t build products in isolation; we develop them alongside operators, with a clear understanding of their goals, expectations, and commercial realities.

If a partner sees potential in a specific mechanic, region, or customization model, we’re ready to explore it together and adapt the product accordingly. This kind of collaboration is what ultimately drives stronger outcomes—both for the operator and for the end player.