In The Media – Next.io: Simon Field on how tournaments build player communities

NEXT: Tournaments have been gaining traction in the live casino space, allowing players to interact with the dealer and other players at the same time. What do you think is driving that momentum?

Simon Field: The momentum behind live casino tournaments is really a reflection of how player expectations have evolved. Today’s audiences crave experiences that are not only immersive but also social and competitive. Traditional live casino play is engaging but tournaments take that one step further by introducing a sense of shared purpose and rivalry. Players aren’t just playing against the house, they’re part of a wider community striving for the top spot. This kind of camaraderie is one of the core pillars Live88 was built on.

Gamification plays quite a big role too. Features like leaderboards, rewards and progress tracking keep players emotionally invested throughout each session. From an operator’s perspective, tournaments extend session times and boost retention, creating an ecosystem where entertainment and competition coexist. At Live88, we’ve seen that when you blend authentic live play with real-time interaction and a structured competitive framework, the result is a more dynamic, sticky and social experience that keeps players coming back.

NEXT: How does the launch of blackjack tournaments fit into Live88’s broader approach to live casino?

SF: Blackjack tournaments are a natural evolution of Live88’s vision to redefine what live casino entertainment can be. Our philosophy has always centred on creating experiences that merge authenticity with innovation. Live elements remain at the heart of what we do whilst layering in new forms of engagement. Blackjack is one of the most recognisable and strategically rich games in the world, so introducing a tournament format allows us to amplify its appeal through competition and community… especially to younger audiences who favour gamified products.

This launch is also a reflection of our commitment to operator flexibility. We’ve designed two tournament formats, each one fully customisable, to give partners greater control over pacing, rewards, player experience, everything. It’s not just about adding a new feature, it’s about expanding the ways operators can build loyalty and differentiation with their users. In essence, blackjack tournaments embody Live88’s approach: human-driven gameplay, enhanced by tech but delivering deeper connections between players and brands.

NEXT: How important is the social and competitive element of live casino tournaments?

SF: The social and competitive elements are absolutely central to the success of live casino tournaments. Players are no longer satisfied with drab, passive gameplay; gamers want to feel connected, recognised and part of something bigger than what’s effectively just them and the PC. We feel our tournaments naturally foster that sense of community, as players share the same environment, celebrate wins and keep an eye on their progress together.

Competition adds an extra layer of excitement and motivation, transforming what might be a single experience into a shared journey. Live88 views this as a powerful driver of engagement and retention. When players are emotionally invested, not just in the outcome of a hand, but in the experience and the people they’re playing alongside, it sincerely creates genuine loyalty and long-term entertainment value.

NEXT: Can you break down the two formats: Leaderboard and Mystery Bounty tournaments? How can they be utilised by operators?

 

SF: Our two tournament formats, Leaderboard and Mystery Bounty, are designed to give operators maximum flexibility while catering to different player motivations.

 

• The Leaderboard Tournament rewards consistent performance, where players accumulate points based on outcomes, strategy and timing. It’s ideal for operators looking to drive sustained engagement and reward skill over time. Players can track their position in real-time, creating ongoing excitement and competitive tension.
• The Mystery Bounty Tournament, on the other hand, introduces unpredictability. Players unlock hidden rewards by hitting defined milestones : achieving multiple Blackjacks or consecutive wins. It keeps gameplay fresh and thrilling.

Both formats are highly configurable, allowing operators to set scoring rules, entry criteria and timeframes, ensuring each tournament perfectly fits their brand strategy and player profile.

NEXT: The idea of gamification runs through this launch. How does Live88’s blackjack tournament offering enhance your live casino offerings?

SF: Gamification has always been a core pillar of Live88’s approach to live casino; our blackjack tournaments take that philosophy to the next level. By introducing points, milestones and mystery rewards, we’re transforming classic live play into an experience that’s interactive, layered and aspirational for gamers. It keeps them strategising for position, progress and bragging rights!

For operators, on the other hand, it adds a powerful engagement mechanism that extends playtime and builds loyalty. The tournaments encourage friendly competition, achievement tracking and light-hearted chitchat, all of which strengthen community around the brand. Ultimately, it’s about blending the authenticity of live dealer play with the dynamism of gamified design. It’s about keeping the gameplay familiar, but the experience unshakeably modern.

NEXT: What level of customisation is available to operators and why is this flexibility so key to the product’s design?

SF: Operators can tailor nearly every aspect, from minimum bets and scoring methods to maximum points, accumulation logic, eligibility windows and even player selection. This means every tournament can be fine-tuned to fit a brand’s strategy, audience and promotional goals.

Flexibility is fundamental because no two operators or player bases are the same. Some may prioritise skill-based competition, others may focus on unpredictability and surprise rewards. By giving operators full control over structure, pacing and rewards, we as a supplier are ensuring that the tournaments we’re offering remain relevant, engaging and aligned with, not only our business objectives, but with our partners’ too. In essence, the product isn’t just a one-size-fits-all solution, it’s a platform that adapts to the operator’s vision and the players’ appetite for thrills.

NEXT: How might this feature evolve across the rest of your portfolio?

SF: Blackjack tournaments are just the beginning of how we’re rethinking what live casino is. The success of this launch demonstrates that players crave structured competition, social interaction and tangible rewards. Meanwhile, operators place most value in flexibility and engagement. So, looking ahead to 2026, I think we’ll begin to see this approach expanding across our wider portfolio, bringing tournament-style play to other flagship games and formats. If we see appetite for Baccarat or Roulette tournaments, then no doubt we’ll be the first dog at the bowl there too.

Our vision is to create a cohesive ecosystem where skill, strategy and community intersect. By continuing to innovate around gamification and total customisation, we can deliver richer, more immersive experiences that keep players coming back while giving operators new ways to mould their offering. It’s an exciting next step in shaping the future of live.

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Simon Field is managing director at Live88. With more than a decade of Tier 1 industry experience, Simon joined Live88 in August 2025 to lead the company into its next phase and drive international growth.