How Evolution Sees the Future of North American Live Casino
North America is becoming one of the most important battlegrounds in global iGaming.
As more jurisdictions regulate and player demand increases, live casino is emerging as one of the fastest-growing categories in the region.
In an exclusive interview with iGaming News Today, Jacob Claesson shared how Evolution is scaling operations, maintaining quality, and preparing for the next phase of growth.
Q. Let’s start with your journey – having worked across different roles and markets within Evolution, how has that experience shaped the way you lead today?
Jacob Claesson:
Working across different roles, markets, and countries has reinforced one key lesson for me: while markets may differ, the fundamentals of leadership remain the same. Success always starts with people. If you create a strong environment where employees can grow and perform, that naturally translates into a better product and a better customer experience.
My leadership style today is focused on simplicity, accountability, and consistency. There will always be local nuances, but in the end, people want to be respected, supported, and given the opportunity to succeed. That principle applies everywhere.
Q. What do you think is driving the growth of live casino and gaming in North America right now?
Jacob Claesson:
The biggest driver is the product itself. Live casino is engaging, entertaining, and highly interactive, which makes it very appealing to players. It combines the convenience of online gaming with the human element that many players value.
In North America specifically, localization is also important. We have studios in Philadelphia, Atlantic City, Fairfield, Detroit, Vancouver and soon in Grand Rapids, which creates a more authentic experience for players. They can interact with dealers who understand their culture, sports, and communities. Combined with growing awareness and stronger operator adoption, that is helping accelerate market growth.
Q. How do you make sure it stays consistent and high quality across all your studios?
Jacob Claesson:
Consistency starts behind the scenes with our people, processes, and standards. We invest heavily in training, operational excellence, and creating a workplace where teams can perform at their best. Over the last 20 years, we have refined our procedures to a very high level, and that consistency is a big part of what defines Evolution.
While each market may have its own character, the core expectations of players are the same: reliability, fairness, strong entertainment value, and a seamless experience. Our role is to make sure those standards are delivered consistently across every studio. Continuous improvement is a core part of our culture. We are always trying to get a little bit better every day, and that is deeply built into both our operations and our training philosophy.
Q. What are the biggest challenges when expanding in markets like the US and Canada?
Jacob Claesson:
Expansion in North America requires navigating different regulatory frameworks, talent markets, and operational requirements across jurisdictions. Each market has its own pace and structure, so adaptability is essential.
That said, it is important not to overcomplicate growth. If you remain focused on hiring great people, maintaining high standards, and delivering great entertainment and value to customers and players, you can scale successfully while managing local complexity.
Q. How is innovation, including AI, helping improve live casino experiences and daily operations?
Jacob Claesson:
Innovation plays a major role in both player experience and operational efficiency. AI and data tools can help us optimize scheduling, improve workflows, identify trends, and support smarter decision-making across the business.
On the player side, technology can enhance personalization and responsiveness. But it is important to remember that live casino is built on real human interaction, so technology should enhance that experience rather than replace it.
Q. How do you see the North American iGaming market growing by 2026?
Jacob Claesson:
I see continued strong growth as more jurisdictions regulate, more players become familiar with online gaming, and operators continue investing in premium experiences. The market is still developing, which creates significant long-term opportunity.
By 2026, I expect the industry to be more mature, more competitive, and more focused on product quality, entertainment, responsible gaming, and player retention. Live casino will continue to be an important part of that growth.
Q. What leadership lessons have helped you the most while managing large teams across different regions?
Jacob Claesson:
The most valuable lesson is to keep leadership simple and people-focused. Clear communication, trust, and consistency matter far more than unnecessary complexity.
When managing teams across regions, it is important to respect local perspectives while aligning everyone around common goals. Strong teams deliver strong results, and creating the right culture is always the foundation of success.
About Evolution
Evolution is a global leader in live casino, online gaming content, and technology solutions.
Known for premium studio production, product innovation, and market expansion, the company continues to play a major role in shaping the future of regulated online gaming worldwide.
