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When Bettingpro met Codeta - Read our interview with the CEO of this extraordinary new live gaming casino

Tim Crump 1 Mar 2017
  • Go behind the scenes at Codeta in our exclusive interview with the Swedish live gaming specialist's CEO
  • Find out why millions of new players are raving about this extraordinary new casino experience
Codeta: Spearheading a new age of live online gaming

At Bettingpro we truly enjoy seeing new ideas in the gaming industry – and a quick glance at their casino told us that Codeta’s team are also acutely aware of the importance of offering something new. 

Their philosophy is that it’s relatively easy to start a casino, buy in some mainstream slots and a smattering of live games, then throw in a few bonuses and wait for the cash to come flooding in – a position vindicated by the  seemingly-endless new sites opening every week that follow that very pattern.

Codeta, though, know that with today’s European market shared by hundreds of different casinos and bookmakers all offering the same games it makes sense to stand out, so they’ve aimed to become the undisputed experts on live casino - much like LeoVegas are the top mobile casino in the world and Pokerstars are the site of choice for career Hold ‘Em players. 

With such a radical new venture going live - and with so many questions coming from our office - we decided to contact Edward Ihre, Codeta’s CEO to dig a little deeper. 

Why have you decided to focus wholeheartedly on a live casino?

Since I am very good friends with Fredrik Östberg, one of the founders of Evolution Gaming, live casinos have always been close to my heart. When my brother and I, Christian, decided about 2 years ago to start our own casino with a global ambition, we entered that discussion with live casino as the starting point.

It turned out that we were right. After having completed extensive research through my brother’s company, LynxEye Brand Consultants, where we mapped the market, interviewed players, and ran various workshops, we established that consumers lacked an online casino that would take table games and table gamers seriously. That is why we started Codeta and aimed to make it the best and the biggest in the world when it comes to table and live casino games.

Your site has an exceptionally fresh design, making it unique. But in which other ways would you say that Codeta stands out?

Thank you! We have worked very hard with the design and continue to do so. Many of the plans we have for the site have yet to be launched and developed, but with the help from all the consumer insight we’ve gathered and continue to collect in our dialogue with our table gamers, we know what they want and what we need to deliver in order to win their loyalty.

We designed the site with the starting point that the games (not promotions and other cross-sell ideas that many other operators are so keen on) must be the primary focus. In everything we do, we try to concentrate on the games, making sure that players spend as much time as possible playing, regardless if they’re at the blackjack tables or playing slots.

Given our position we would also like to educate and introduce both existing and new, gamers to other table games. For example, we’ve invested almost one million Swedish crowns on producing video tutorials.

Other than that, I think that what really makes us stand out from the crowd is our positioning, i.e. that we set out to be a world leading table game casino. Other operators try to please all customers and all preferences. I believe that to be impossible, since it just makes everything too vanilla. We're going to be the best in what we want to be. You can only become the best if you focus on delivering in one sector. 

What are your thoughts when it comes to the increasing popularity of the live casino concept among players?

First you need to know that live casino, surprisingly enough, is relatively small in comparison to slots. It’s estimated that less than 10% of all casino bets are made on live games. In Sweden, at least, I believe it has a lot to do with the fact that the average Swedish consumer is unaware of the live casino product, since prior to us launching Codeta it wasn’t given much prominence. 

I’m expecting a real “boom” when they do discover it and start playing, then they will realise that it’s so much more entertaining than playing slots. I’m a firm believer that live casinos will increase tremendously in Sweden these coming years. Markets like the UK, Holland and Germany are all markets where live casino has already gained a strong foothold, so it’s just a matter of time before the same thing happens in Sweden.

How are you planning to develop your concept - do you have any thoughts of VR-live casinos or other solutions that would increase the similarity with a “real” casino experience?

We are planning to develop Codeta together with major live streaming services like Evolution Gaming, NetEnt, Authentic Gaming etc, but also together with our customers. Our ambition is to deliver a feeling as close to the real world as possible, where everything from VR, AR and 360 technique is very interesting. If it’s possible to incorporate the social aspect in all of it, then you’ve come a long way.

Which developers have you chosen for your games?

Something that was evident in our customer surveys in the beginning of our project was that gamers perceived many operators and their sites to be “lazy”, trying to overwhelm players with as big a selection of games as possible. We have decided to make the choices we believe the players will enjoy and guide them there, so we have chosen quality over quantity. That is why we have limited ourselves to only the very best developers and games.

For live casino we’ve selected Evolution Gaming, NetEnt and Authentic Gaming; for slots, NetEnt, Microgaming, Play’N’Go, NYX and Booming Games.

We have actually been overwhelmed by the response and flood of new customers we’ve had. The response has been amazing, both among table gamers (our primary target group) but also, surprisingly, among slot players! I think the latter group also appreciates our brand, our profile, our site and our transparency, so it is lots of fun that we, despite our positioning, have become that popular with slot lovers.

What do you think about the future for live casino in Sweden, and what would you guess it would look like in 5 years from now?

I touched on that briefly in another question, but it’s worth repeating: I believe that live casino will experience a “boom” on a par with the online poker phenomenon about 10 years ago. When the Swedish customer discovers the product, we will see an incredible increase in popularity. I believe that in 5 years live casino receipts will comprise 50 % of total online casino gaming business in Sweden.

How well have Codeta’s players done so far?

On December 16th, 2016, Codeta made a payout of £200,000 to a Swedish player named Fredrik. He won on Play’N’Go’s Golden Legend and Easter Eggs slots, though the most interesting part of this story is that the very same Fredrik had won about £100,000 the week before on the classic slot Jack and the Beanstalk. Winners at Codeta somehow seem to want to come back even after a major win! 

Fredrik registered with Codeta at the beginning of December, and used their generous bonus promotion: 100% deposit bonus plus 10 % extra top up for every new deposit OR 10 % cash back.

Fredrik lives in Stockholm and has this to say about his big win(s):

“I’m on a crazy lucky streak right now. I can’t even fathom how lucky I’ve been. I really hope that it never ends. After my first big win I just kept playing at Codeta because I love the design and the setup of the site, as well as the big selection of games - including their live dealers.”

Why the name Codeta?

Codeta is a play on the French word coup d’état, where the newly started casino of course is the one to break the status quo. 

How do you see the future of Codeta?

We aim to continue carving our own niche as live casino experts. No-one else is giving this sector 100% attention like Codeta, who are investing everything on becoming the best in their chosen field.

The company was founded and is run by Swedish online gaming veterans, who have spent years developing their concept and the various products before finally launching the new casino. The result is a more stunning lobby than any other we’ve seen. We’ve only got the best quality games - forget boring old Marvel slots from Playtech; here you’ll find slots like Gonzo’s Quest, Dazzle Me, Evolution, Spiñatta Grande, the faithful Starburst as well as Fredrik’s private cash cow: Jack and the Beanstalk. 

But the crown jewel is, of course, live dealer games like Blackjack and Roulette from NetEnt, Evolution Gaming and Authentic Gaming. All games are live streamed directly from Codeta’s dedicated studios and everywhere you look you see elegance and panache of a kind you could only dream about at your local land casino. 

Here at Bettingpro we’re convinced that Codeta has a bright future. We’ll be following this casino closely and reporting on its development for all our players, though it’s well worth remembering that new players are given up to €300 free in welcome bonus cash.

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