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OnAir Entertainment™️, the go-to live casino games provider, has added their voice to the increasing industry concern regarding the negative impact of exclusivity deals within the live casino space.

There has been a growing discussion around the impact of exclusivity deals on operators and platforms, with OnAir Entertainment™ believing that one supplier setups create several limitations for operators. Limitations arising from exclusivity push players to find additional options from more diversified live casino offerings. It’s known that players prefer websites with more content choice, allowing them to search for the games they want to play – player freedom is vital to maximizing cross-sell and therefore increasing platform revenue.

Do exclusivity agreements truly fulfil the promises and needs of the industry? Markets need to change rapidly, adapting to new and more restrictions on operators, which requires sufficient flexibility and creativity. Can an agreement set in stone, determined by a single supplier and based on a rigid commercial model, be flexible to a regulatory landscape that is constantly shifting and help operators to be competitive?

Given the global nature of the biggest operators, multi-supplier deals also mean that they can test out different games across markets and not be forced to stick with one product globally. Less exclusive deals allow operators to be much more agile when operating internationally, as localization needs must not be ignored. A key part of OnAir Entertainment’s™ product offering is the ability to input customizable elements within their digitally branded and localised environments so that operators can reinforce and scale their brand together with OnAir Entertainment’s™ tech. While also using reasonable commercial terms so our operators can test audience response in branded environments with low risk before committing to more sizeable projects.

There is no doubt that the variety of live casino suppliers continues to grow, causing increased industry competition and that this competition pushes continued innovation within the iGaming industry.  It is this belief in constant innovation that is at the core of all OnAir Entertainment’s™ operations. By continuously developing improvements in UI design, 3D animations, allowing for localization and the incorporation of brandable elements – OnAir Entertainment™ hopes to increase user engagement and player experience.

Seval Alev Kaya, Director of Business Development at OnAir Entertainment™, said “Innovation is at the heart of our operations, and our main priority is to provide maximum flexibility for our clients. Operator differentiation is directly linked to content diversity and harmony. We see that many operators are trying to widen their audience by adding more casino vendors, especially in live casino space in order to reduce the need for a single vendor that comes with unfavourable terms, high costs, and limitations. We are the alternative solution with a service-minded approach, invested in our client’s growth.”

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