The rapid expansion of Michigan's online gambling market owes much to the innovative work happening inside a Southfield office tower. The key lies not in sophisticated computer algorithms but in a human-centric approach: live dealers interacting with players in real-time. Evolution AB, a Swedish company and global leader in live dealer gaming, is at the forefront of this evolution, blending technology with the human touch to transform online gambling experiences.

Humanizing Online Gambling: The Evolution Approach

Bringing live casino experiences to online platforms has redefined player engagement.

Evolution AB employs over 800 people in Michigan, who deal cards, spin roulette wheels, and host interactive game shows in front of live-streaming cameras.
The company’s live dealer games resonate with players who prefer human interaction over algorithm-driven animations.
A chat window feature allows players to communicate with dealers, fostering a sense of connection and trust.

The Journey from Europe to Michigan

From its beginnings in Eastern Europe, Evolution has carved a niche in the U.S. market.

Founded in 2006, Evolution initially focused on European markets, where online casinos have been thriving for over two decades.
The company entered Michigan in 2021, capitalizing on the state’s legalization of online gambling and sports betting.
Evolution’s expertise in live dealer operations, honed over years in Europe, gave it a competitive edge in new markets.

Growth and Expansion in Michigan

Evolution is scaling rapidly, with plans to add hundreds of new jobs.

The Southfield Town Center houses Evolution’s Michigan headquarters, employing over 800 staff.
In 2024, the company aims to expand with a new studio in Grand Rapids, creating "several hundred" additional jobs.
This growth underscores Evolution’s commitment to building local capacity while meeting increasing player demand.

Trust Through Transparency: The Human Factor

Live dealer games address player skepticism toward algorithm-based systems.

Evolution’s CEO for North America, Jacob Claesson, highlights the human factor as a critical element of the platform’s appeal.
“Players don’t necessarily trust random number generators. They want a real dealer, someone they can interact with,” Claesson explains.
The ability to see actual cards being dealt or roulette wheels spinning live reassures players of the game’s fairness.

Scaling Beyond Land-Based Casinos

Live dealer games can accommodate far more participants than traditional casinos.

Unlike physical casinos, where table capacity is limited, a single live dealer game can host hundreds of players simultaneously.
This scalability allows Evolution to offer immersive casino experiences to a global audience at any time.
The studios operate 24/7, mirroring the schedules of Detroit’s brick-and-mortar casinos.

Blending Technology and Human Expertise

Evolution’s innovations are rooted in combining advanced technology with human interaction.

The company’s state-of-the-art studios employ cutting-edge streaming and gaming technologies.
Training protocols ensure dealers are equipped to engage with players while maintaining high professional standards.
Evolution’s extensive catalog of live dealer games continues to expand, offering diverse options for players.

A Competitive Edge in Michigan

Years of European market experience give Evolution a significant advantage.

Evolution is the largest of three live dealer operators in Michigan, leveraging its established global presence.
The company’s ability to replicate successful studio designs and training processes ensures efficient market entry.
Evolution’s proven track record builds credibility among players and regulators alike.

Shaping the Future of Online Gambling

Evolution’s model is reshaping how players experience online casinos worldwide.

The integration of human interaction with digital platforms is creating a hybrid model that appeals to a broad demographic.
As online gambling markets mature in the U.S., Evolution’s emphasis on trust, transparency, and scalability sets it apart.
The company’s continued innovation ensures it remains a leader in an increasingly competitive industry.