Evolution Group is expanding its US footprint with a new, purpose-built live dealer studio in Grand Rapids, Michigan, for its live dealer sub-brand, Ezugi.
Ezugi, which Evolution purchased in 2018, specializes in live dealer casino games tailored to local markets, Jacob Claesson, Evolution’s North America CEO, told Bonus in an email. As a result, in addition to its “core” live dealer games, Evolution will be able to bring unique titles to the US market.
Evolution believes the expanded catalogs will resonate with US players, Claesson added.
For example, we will soon launch Triple Zero Roulette, an exciting Roulette variant found in many Las Vegas casinos. This expansion is significant and aligns with our goal to grow the Live dealer vertical in the US. Live dealer casino is still in its infancy compared to where we believe it can be, and we aim to establish Ezugi as the clear second Live dealer brand in the US.
Aim: Make Ezugi a Leader in US Live Dealer Games
Evolution currently only offers a limited selection of Ezugi titles to New Jersey online casinos.
As Claesson reiterated, one of Ezugi’s key strengths is its ability to develop tailored content that resonates with local audiences. He said the studio has been “very successful” with that approach.
With Ezugi as our second Live dealer brand, we can create games designed specifically for North American players. For example, games like Triple Zero Roulette and EZ Baccarat, which are already widely popular in North American land-based casinos, will be at the forefront of our offerings.
With this latest expansion in Michigan, said Claesson, the company is officially introducing Tel Aviv-based Ezugi as a US live dealer brand—with the new studio supporting this growth. The intention, he said, is to eventually launch Ezugi in Pennsylvania and expand its offerings—and Ezugi’s client base—in New Jersey, too.
We are expanding our offering of Ezugi games in New Jersey and will also introduce Ezugi games in Pennsylvania. Live Dealer is still in its infancy in the US, and we are investing with the intention of growing this vertical.
Ezugi also entered the Ontario market this past June through clients like The Score and Bet99.
New Michigan Studio Plans Over 300 New Hires
Claesson told Bonus that Evolution already employs over 700 people in Michigan. By next year, when the new studio opens, they expect to hire over 300 more to staff the new location.
We are in the process of building a brand-new studio in Grand Rapids. This will serve to support the Ezugi expansion… We aim to have an additional 300+ people working from this studio.
In addition to the new Grand Rapids build, Claesson said Evolution has expanded its existing Michigan studio in Southfield. The wider footprint has allowed Evolution to enhance employee areas, including break rooms, changing rooms, and more, he added.
We recently completed construction on a state-of-the-art training facility, where we welcome anywhere between 50 to 100 new hires each month, as well as new and improved office spaces… We want to be one of the best places to work in any market that we operate in, and Southfield is no exception.
Indeed, the brand is hoping to avoid future labor disputes like those currently underway at its studio in Tbilisi, Georgia. The months-long overseas strike recently gained the attention of a prominent Las Vegas casino workers union, Culinary Union Workers Local 226.
New Features, Games Lend to Live Dealer Growth
While Triple Zero Roulette will likely appeal to operators seeking higher margins on live dealer games, odds-conscious players may object on principle. However, others may welcome the higher margin option as it could allow operators to offer live dealer games with a lower minimum bet.
Live dealer games are generally slow and expensive to produce, so minimums are typically higher than those for digital table games. Even in Las Vegas, casinos have embraced triple-zero to maintain profits without raising bet minimums. For example, a casino may offer a $10 minimum on triple-zero, while a double-zero buy-in might start at $25.
Claesson said growing the US live casino market will require introducing features and games that appeal to a wide audience. So far, in 2024, he told Bonus Evolution has done just that.
During 2024, we have launched several new games, including the most popular online game show in the world – Crazy Time, in four new markets as well as popular Live Dealer games Crazy Coin Flip, Video Poker, and several Roulette variants.
Claesson said that as more players discover live dealers for the first time—often through game shows like Crazy Time—they transition to other titles. It seems Evolution thinks that transition is something Ezugi can help with.
By offering exciting features such as multipliers, interactive bonus rounds, and game mechanics that blend entertainment with gambling, we tap into a player base that seeks more than just conventional casino gameplay.
Photo by T.Schneider via Shutterstock
Graphic from Evolution