"Our business was destroyed, but we refuse to give up." How a studio for live gambling operates in Ukraine.

Live dealer games represent one of the fastest-growing segments of online gambling globally, merging cutting-edge technology with an immersive experience. In an interview with RBC-Ukraine, Valery Grebenyuk, the COO of "ORIGINAL SPIRIT UA," a company producing films for these games, explains why this format has become popular, why casino films are not casinos, how to conduct business during wartime, and how to combat pressure from law enforcement.

— Can you briefly explain for those who don’t understand what this unusual business of yours is about?

— It’s unusual for those who are hearing about it for the first time. For professionals, it's quite impressive. We create video content for online games and sell it in foreign markets.

— What does content for games mean? Who is playing against whom?

— It involves games played by people with live dealers. This is a visual blend of a classic casino and modern digital technologies: players interact with actors portraying dealers through live video streaming. Imagine a massive pavilion — a film set, a studio filled with decorations like in a casino — tables, felt, cards, and behind them — actors, live, made-up individuals playing in a production called "Casino." But this is not a casino.

— What’s the difference?

— It’s everything. We don’t take bets, we don’t touch the client’s money, and we don’t talk to anyone. There isn’t even a bar. However, there is a lot of expensive equipment used in filmmaking — cameras, lights, high-end video capture cards. Unlike games based on random number generators, these games are conducted in specially equipped studios, not in actual casinos. Users log onto the service, register, and gain the ability not only to play but also to communicate with other participants in video format. This creates a sense of presence and makes the game more engaging. However, we do not administer this game; that’s done by foreigners for whom we create the ambiance and dealers. This format became popular during the pandemic when people were in self-isolation and needed social interaction.

— In which other countries is similar content filmed? What other types of services can this be compared to?

— Live dealer games are streamed from film studios located in various countries, including Malta, Latvia, Georgia, the Philippines, and Canada. This activity is similar to entertainment and broadcasting services, where content is created for a remote audience, but with an emphasis on interactivity and real-time participation.

— In which countries are these games most popular?

— They are in demand in many countries, but especially stand out in the UK, Sweden, Germany, China, Singapore, and Malaysia. In Asia, the "baccarat" format is particularly popular.

— What is driving the growth in popularity of live dealer games?

— People are drawn to live interaction rather than just playing against artificial intelligence. They value the feeling of contact and communication. Moreover, in many countries, such as Egypt, casinos are banned, so the market began to seek alternative solutions that comply with legislation, are entertaining, and maintain player engagement.

— So this format is relatively new to the industry?

— The first attempts to introduce live dealers into online games were in the early 2000s. However, back then, the internet was slow, and the video quality was poor, so it didn’t gain popularity.

— What changed?

— The situation changed in 2007 with the advent of broadband internet and streaming video technology. In the 2010s, online casinos adapted games for mobile devices, significantly expanding the audience. Today, live dealer games are one of the fastest-growing segments of online gambling. This format is less costly compared to traditional casinos but still profitable.

— What specifically makes this business model more advantageous compared to traditional casinos?

— Opening a casino or poker club requires enormous investments, licenses, and the physical presence of players. In our case, players connect to streams from professionally equipped studios through an online service; all that is needed is a smartphone or computer. It’s a modernized version of the old television lottery, but in a more advanced format.

— How is your process of creating such games organized?

— It includes two key components: studios and streaming. Have you ever been to a regular TV channel in a large studio pavilion? Where professional cameras, microphones, and lighting hang from the ceilings? That’s the first component. The second is the software. We send the video stream to our clients in real-time — a company that integrates the video stream with an interface for players where they can place bets, chat, and participate in interactive features. So, we handle the first component, while the second part is managed by the client, in our case, companies from the Philippines that purchase online traffic hours from us.

— Can you elaborate on that?

— Our clients are game developers for online casinos. They use our video stream as the basis for their games, overlaying it with an interface that includes buttons and animations. The finished game is then integrated into various online casino brands. Most of the time, we don’t even know under which brands our games will be presented — we only find out when asked to place the brand logo on the gaming table.

— Do you create games yourselves?

— We don’t create our own games, although we have the right to do so. Companies that develop live dealer games are valued in the hundreds of millions or even billions of dollars. We are just a studio focused on working with them.

— Why don’t you create games yourself?

— Under the current circumstances, we can’t afford to create games. It’s very expensive.

— Who is your business initially aimed at?

— The Asian market.

— What are the preferences of Asian users?

— For them, the visual aspect is essential: the interior should be bright, with gold and red tones, spotlights, and vibrant lighting. Regarding the dealers, there are strict requirements for appearance: the women must be neat, modest, without piercings or tattoos. There is also a demand for male dealers with a "baby face." This is related to their cultural beauty standards, which differ from European ones. Besides Ukraine, this company also collaborates with similar film studios from the Philippines, Colombia, and other countries. The client selects the studio and plays. Our Filipino partner has a pool of clients for whom we provided video content. We no longer provide it now.

— Have you suspended your business?

— They destroyed it. Law enforcement. They barged in with searches, knocked our presenters to the floor, vandalized, confiscated equipment, and buried this chaos under papers from a fake court, ruining the business.

— What were you accused of?

— I suppose they think we are a casino, but we are not a casino, which could have been guessed at least during the search when they entered and knocked our presenters to the floor.

— And what is the outcome?

— Nothing. The business is ruined, the equipment is seized, operations are halted, the client is angry and preparing to terminate our contract, while the organizers of the "party" are demanding bribes to "settle" everything. We will discuss this in detail later. There’s nothing left to lose; they’ve taken everything.

— How many people work in your company?

— We have 115 employees. Work is continuous: we create content from morning till evening. Most of our staff consists of young women who have remained in Ukraine and support the country during challenging times. They haven’t emigrated like many, but have stayed in Dnipro to live in Ukraine, support their families, and grow and develop here. During the war, the studio has become not just a workplace but a sort of hub that has helped people keep their jobs and stay in the country.

— How would you dispel the stereotype that your business is not a casino?

— That’s a myth. Firstly, we create content and sell it to foreign companies, rather than organizing casino operations. This can be easily verified through our internet traffic — all content goes to one point. If we were an online casino, the picture would be different. Secondly, we have an official license specifically for producing video content for online games since 2021.

— The online gambling sector is now heavily regulated in Ukraine. Do such companies fall under the norms of the gambling law?

— Yes, in Ukraine, the organization and conduct of gambling is regulated by law, and companies providing live dealer games are subject to its provisions. They must obtain licenses from KRAIL and comply with established requirements. Licensing of gambling creates a foundation for regulating the industry and ensures the