Online casinos are no longer just alternatives to land-based venues. They are strategic extensions, enhancing player engagement and enabling casinos to reach broader audiences. Jacob Claesson, CEO of Evolution North America, shares how the company plans to shape the future of iGaming in the high-potential U.S. market using its 20 years of experience.
SBC Americas: What are Evolution’s key goals for the US iGaming market in 2025?
Jacob Claesson: Our primary focus in 2025 is accelerating growth in our live dealer vertical, which still holds untapped potential in the U.S. While emerging markets present exciting prospects, even the more mature jurisdictions continue to offer room for meaningful expansion. We are prioritizing the introduction of new games and formats, with a clear goal of establishing our sister brand, Ezugi, as the number two live dealer provider in the U.S.
At the same time, we are developing and launching more U.S.-focused slot titles across our sister brands—NetEnt, Red Tiger, Nolimit City, and Big Time Gaming. These games are built around proven mechanics and well-known franchises, such as the upcoming Divine Fortune Black. The rollout begins in late Q2 and will continue throughout the year.
SBC: Are U.S. player preferences shifting toward faster, shorter games—or does a land-based mindset still prevail?
JC: We design our global strategy to accommodate a wide range of player preferences. In the U.S., live dealer gaming still represents a new experience for many players, so education and engagement are central to our approach. Our live game shows, hosted by professional presenters, are designed to be just as entertaining to watch as they are to play.
We are also seeing increasing interest from newer generations of players in faster, more dynamic formats. That is why we have recently introduced titles like Stock Market and Race Track to North America. These are fast-paced RNG games, where players bet on fictional market trends or retro horse race outcomes.
On the slots side, many of the top-performing titles continue to reflect a land-based influence. U.S. players often prefer lower volatility and familiar mechanics—factors we have carefully considered in shaping our 2025 slot roadmap.
SBC: What makes a hit online casino game in the U.S. —and how does Evolution keep players coming back?
JC: Predicting hits is never an exact science. While we monitor trends, our main objective is to offer a diverse portfolio that appeals to a broad range of players rather than targeting one specific audience. Our games are all accessible through One Stop Shop—our proprietary platform that provides operators a single integration point.
We also recognize that table games are core to the U.S. market, with blackjack consistently ranking as the top choice. That is why we offer over ten blackjack variants—including Lightning Blackjack, Speed Blackjack, Power Blackjack, and Infinite Blackjack—with more in development.
What drives long-term engagement is trust. That means clear, fair game rules, quick issue resolution, and a commitment to responsible gaming, backed by nearly two decades of industry experience.
Our local studios, located in the same states as the players, further enhance engagement. Dealers and hosts bring regional flair to the experience, referencing local sports, events, and culture. This local presence offers significant value for operators looking to build deeper player connections.
SBC: How is Evolution leveraging its game show expertise to engage US audiences who already love the format?
JC: Evolution pioneered the live game show category and remains its global leader. By combining decades of RNG experience with our live dealer know-how, we have developed game shows that rival traditional TV in both production value and viewer engagement, globally streaming billions of minutes.
Many of our most successful titles are based on proprietary intellectual property (IP), and we are building on that success with releases like Red Door Roulette, a spinoff to our successful Crazy Time, launching this year. Because we handle everything in-house—from game fraud prevention tech to hardware, uniforms to studios —we can move quickly and tailor products to specific market needs.
Innovation remains at the core of what we do. We are focused on delivering original experiences with familiar mechanics and themes that resonate with players.
Q: With just seven regulated iGaming states, where is real growth coming from? Do operators and suppliers need to think creatively to support growth?
JC: States yet to regulate iGaming represent significant future opportunities. Although timelines are uncertain, we remain confident that additional markets will open. In the meantime, we are focused on expanding our presence in existing states and helping our operator partners bring more players into the live dealer and game show ecosystem.
We are also fully prepared to move when new markets go live. Our proprietary technology and global infrastructure position us to be first to market in any newly-regulated state.
SBC: In competitive markets like New Jersey and Pennsylvania, how does Evolution stand out from other suppliers in these highly-saturated markets?
JC: While we have unparalleled expertise in live dealer gaming, we never rest on that reputation. We are constantly evolving—introducing new formats, enhancing technology, and crafting unique entertainment experiences. Launching Ezugi in the U.S. is a strategic move to diversify our live dealer offering with complementary content.
Even in established markets, the growth potential remains strong. Operators are increasingly investing in live dealer—through marketing, player education, and even bespoke environments. Operators increasingly work with us to build dedicated studios and branded tables, reinforcing player loyalty and brand recognition.
We are also seeing strong momentum with Dream Creator, our slot-building tool that allows operators to design unique games tailored to any theme. This tool is fast, intuitive, and a true differentiator. All signs point to 2025 being a milestone year for Evolution—and we are just getting started.
SBC: What’s next for Evolution in the U.S. in 2025? Any key product launches or partnerships to watch?
JC: A major highlight for 2025 is the U.S. launch of our sister live dealer brand, Ezugi. We’re opening a new studio in Michigan to host Ezugi tables, alongside an expansion of our New Jersey facility to increase capacity.
Our headline game this year is Red Door Roulette, a new chapter in the globally-successful Crazy Time franchise. It will go live in New Jersey, Michigan, and Pennsylvania by year-end.
Beyond that, we are developing additional game shows and variants. Our pipeline is full of bold ideas turning into tangible products. 2025 is shaping up to be a standout year for Evolution, both in the U.S. and around the world.
