Evolution Gaming, the pioneer of video-streamed Live Dealer gaming, will formally launch London Roulette – a new localised online Roulette room that is already achieving strong results for top-tier operators – at ICE, London, stand 5310.

Modelled on the crème de la crème of British casinos, London Roulette offers players an exceptional, localised experience which is unmatched anywhere on the web.

To replicate the excitement of playing at such a prestigious venue, Evolution has created a ‘real’ environment that exudes opulence and grandeur in the rich tradition of the very top London casinos. Evolution has also ensured that customer service is of the highest order, by headhunting the best and most experienced native speaking male dealers from top UK land-based casinos. In common with Evolution’s well-established Live Roulette, players are welcomed to the table by the dealer and can interact with the dealer and fellow players in real time throughout the game.

London Roulette has already been deployed by William Hill Online and a number of other well-known operators in the UK and mainland Europe.

According to Jens von Bahr, Evolution CEO, “London Roulette went live at the start of December with several of our largest clients, including William Hill Online and Ladbrokes. Initial results from all of these top-tier operators have been very impressive. Typically we are seeing excellent uptake amongst existing customers – but without cannibalising existing revenue – and also high numbers of all-new customers and, therefore, exceptionally low cost of customer acquisition.”

Commenting on how enthusiastically London Roulette has been received by his own customers, Robert Sadler, Live Casino Manager of William Hill Online, said: “We are delighted with London Roulette, which is an important strategic addition to our existing online offering. Now we can give our customers the opportunity to click into the very finest casino in town. He added “London Roulette conveys the ‘Best of Britain’ and the dealers really are first class. Our customers love it and London Roulette looks set to be a great success for us.

The concept behind London Roulette enables any customer to visit and play at a localised ‘destination’ casino, where every detail – from interior design, to lighting to the on-screen user interface and choice of game views – has been developed to create a unique ambience and customer experience.

Following hot on the heels of London Roulette is Evolution’s Venezia Roulette, a similar offering tailored for the Italian market, due for April 2011 release.