America, welcome to Adventures Beyond Wonderland (ABW).
This week, gambling tech firm Playtech launched a new live casino game in New Jersey that shares similar elements with the iconic children’s story Alice in Wonderland. The game, titled “Adventures Beyond Wonderland,” (ABW) runs 24 hours a day and is available in the Garden State through bet365 online casino.
ABW is the first live game-show experience in the US online gambling market, Playtech Live CEO Edo Haitin said in a statement:
“In the current gaming landscape, players rightfully expect and deserve cutting-edge, experiential content that provides enjoyable moments of entertainment. Adventures Beyond Wonderland not only meets but surpasses these expectations, delivering an innovative and captivating experience that lives up to all the excitement surrounding it.”
Adventures Beyond Wonderland is a live-streamed online casino gameshow
Key to the strategy of Playtech’s ABW launch is the concept of entertainment. Online slots, for example, tend to leverage fantastic graphics and sound effects to keep players interested. And, in many cases, gaming companies leverage contracts with popular entertainment franchises like The Price Is Right and Wheel of Fortune to provide a gameshow-like vibe.
However, that’s typically where the gameshow experience ends. Live online casino games typically focus on dealer-based games like poker and blackjack, and occasionally players may find live roulette.
Playtech’s new live New Jersey online casino offering combines the best of live games and online slots.
ABW is live-streamed from Playtech’s New Jersey studios. The game takes place on a rotating stage with an augmented reality background. ABW hosts dress up like characters from Alice in Wonderland. They spin a prize wheel, run mini-games, and interact with people playing the game on devices.
“The augmented reality technology enhances the experience of this unique Live Casino game that offers players an immersive gaming experience set in a whimsical world filled with colorful characters and stunning visuals,” Playtech noted, “which is designed to transport players to a magical realm that offers a range of exciting features, including bonus rounds, to keep players engaged and entertained.”
Playtech hopes UK success will carry over to the US
Adventures Beyond Wonderland came out in the UK two-and-a-half years ago. According to Playtech, ABW is a “player favorite.”
Playtech is banking on live casino games like ABW to grow in the US. “We do not expect the pace of this trend to slow down, we believe it will only accelerate—and we look forward to expanding even further across the US and globally,” he said.
That expansion certainly is possible. Online gambling is a fierce-yet-lucrative market with companies looking for an edge. Live gaming options like ABW represent an opportunity for operators to connect with an audience that isn’t table-game savvy but still wants a live-dealer type of experience.