The online gambling industry has seen tremendous innovation and growth over the past decade. From live dealer games to virtual sports betting, operators are constantly rolling out new products to attract and retain players in an increasingly competitive market. One area that shows enormous promise in taking the online gambling experience to the next level is augmented reality (AR) and virtual reality (VR). These cutting-edge technologies have the potential to truly immerse players in online casino games, sports betting, poker, and more.
So what exactly is augmented reality and virtual reality? AR involves overlaying computer-generated content and information onto the real world, while VR transports users to fully artificial, computer-generated environments detached from the real world. Both offer radical new ways for LeoVegas Casino players to interact with online gambling products compared to standard desktop or mobile experiences.
The Current State of AR and VR in Online Gambling
While still in its early stages, some of the world’s leading online gambling companies have already released AR and VR products, giving us a glimpse into the future of immersive online play. For example, online sportsbook operator Betway developed an AR football penalty shootout game in 2018. Using a smartphone or tablet, players would see a virtual goalkeeper and ball superimposed in their real-world environment. Physically kicking the ball to score goals makes for a much more engaging betting experience compared to simply wagering on match outcomes.
On the VR front, casino giant LeoVegas launched proprietary VR blackjack and roulette games in 2016. Using the latest VR headsets, players are transported onto the casino floor, interacting with cards and chips as if they were actually there. The stunning graphics and motion controls result in unprecedented levels of immersion for online table games. LeoVegas has since expanded its VR offerings to include slots and exclusive gaming lounges.
Other top operators like Bet365, Kindred Group, KTV789, and Genesis Global have also experimented with AR and VR in recent years. Genesis Global created a VR live casino studio in 2018, using multiple cameras to broadcast an interactive, multiplayer experience. And Bet365 built an AR football app that projects life-sized players onto any real-world pitch.
So the building blocks are clearly in place for AR and VR to eventually go mainstream in online gambling. The key factors driving adoption over the next 5-10 years are:
More Affordable Hardware
High-end VR headsets and AR glasses currently have prohibitive costs for mass consumer adoption. But like all new technologies, prices are projected to fall dramatically in the coming years as hardware improves and more competition enters the space. For example, the Oculus Quest 2 VR headset retails for just $299 today – a fraction of what early VR kits cost. This expanding addressable market presents a huge opportunity for gambling operators.
5G and Edge Computing
The lightning fast speeds and low latency of 5G networks will help facilitate more advanced AR/VR experiences with minimal lag or buffering. And innovations like edge computing – bringing data centers physically closer to end users – also promises to reduce latency. These critical infrastructure upgrades in the years ahead will enable much more complex and responsive AR/VR gambling products requiring immense computing power.
Mainstream Adoption Across Other Industries
As AR and VR achieve greater adoption in industries like healthcare, education, manufacturing and retail, consumers will become accustomed to interfacing with immersive environments. The “wow” factor will diminish, and people will come to expect AR/VR capabilities in all digital experiences – including online gambling. Operators that already have mature offerings in place will have a first-mover advantage.
Younger Tech-Savvy Players
Like social casino gaming before it, the next generation of online gambling customers will drive the popularity of AR and VR products. Millennials and Gen Zers have grown up in an increasingly digitized, interactive world – and nothing provides more digital immersion than AR and VR. Operators will have massive incentives to deploy products catering to these valuable demographics over the next decade.
Regulatory Support
While gambling laws vary widely across different countries and jurisdictions, the overall regulatory tide seems to be turning in support of AR and VR. Progressive regulators recognize the potential to channel players away from illegal sites toward licensed operators. And immersive products could also promote more responsible gambling, as the entertainment factor increases while the hardcore gambling aspect decreases. These societal benefits should accelerate regulatory approvals.
The Future of Immersive Online Gambling
Looking ahead at the convergence of maturing hardware/networks, customer readiness, and regulatory easing, the future is exceedingly bright for augmented reality, virtual reality and even mixed reality (blending AR and VR) to transform online gambling. Instead of simply staring at a screen, players will be stepping into dazzling virtual worlds and interacting with games and other players in magical new ways.
Just as live dealer and mobile gaming vastly expanded the addressable market in recent years, AR and VR have the potential to take growth to unprecedented new heights over the long term. Companies that establish early mover advantages by investing in immersive technologies today will reap the rewards as the next generation of online gambling unfolds. The opportunities for customer acquisition and retention are simply too lucrative not to double down on AR and VR capabilities now. An exciting new frontier awaits!