When industry legends meet brave visionaries, great collaborations are born. This year, Already Media officially acquired Live Casino Comparer (LCC), a trusted iGaming resource with a strong reputation and active audience. After it was completely transformed in less than six months, now’s a good time to recap the whole journey in the new edition of Point of View. First we spoke with Neil Walker, the founder of LCC, about what inspired him to create the platform, the challenges he faced, and his expectations for working with our team.
Personal background, market gap and time for changes
What inspired you to create Live Casino Comparer, and how has it evolved?
Although Live Dealer and Live Casinos had been out for a few years, there was only really one online website that covered the topic. At that time, there were only three games, Blackjack, Roulette and Baccarat, and only a handful of developers making them. What I discovered was that there was a big difference in the quality of the games and streaming, particularly the Blackjack rules. None of the reviews I was finding covered the information I needed. As an existing table games player, I know what’s essential. I started recording the collected data and published it on the website, so other players wouldn’t have to go through what I did. LCC was born out of my struggle to find a good blackjack game at a reliable online casino.
Also, at that time, regulation was in its infancy. I discovered to my own cost, there were good casinos and operations, as well as some not-so-good ones. Other affiliate sites guided me. But I always researched and reviewed the casinos and games myself so I could offer honest, trustworthy opinions. It’s what I wanted myself, and again, I was having difficulty finding it. A good example of this is a review site that might say that a particular casino has specific live dealer games. But when you signed up, you found they didn’t have the version or games you wanted.
What was your goal?
My goal was to stop wasting people’s time and make sure the information I gave is accurate, so they would trust what I had to say and perhaps come back in the future. It was not meant to be a superficial resource, like many existing review sites. I wanted people to come back because I had engaging content. The way I decided what the topics should be came from my own curiosity and the things I found interesting, which is why I started doing behind-the-scenes articles and interviews with dealers, etc.
Why did LCC become a trendsetter in its niche?
Primarily because I was the only one doing what I was doing and going deep into a subject. This coincided with improvements in the online streaming technologies and the games being produced. There was more choice, more games, and therefore more opportunities to review and compare. I also noticed an increase in questions in one or two of the player forums. This indicated growing interest in live dealer games and a clear desire for more information. It helped me create content that directly answered the questions players were asking.
Unlike now, where most developers have the same games, back when I started, the game catalogues were wildly different. So I used to collect the games each casino had and list them in the casino reviews. Not all casinos offered the same games, or even the same versions, and there was a big gap between those with dedicated tables and specific-language tables. If you were looking for Greek Roulette, it was almost impossible to find it, unless you came to my site, where I had catalogued that level of detail.
What was your approach to creating content for the LCC project?
A review site should provide reviews. By that I mean I’m expecting the reviewer to have played the games, understand them, be able to compare them to others, and have a deep understanding of the subject. A review should present facts and opinions based on practical experience, not be a boilerplate copy of the marketing material the developer or casino has created. I used that model. If a game weren’t very good or could be improved, I’d say so. If there were better versions elsewhere, I’d point the reader to those.
To provide this level of information, I researched the games and the developers. I established relationships with the developers and even provided feedback on the gameplay experience, helping them improve the games we played. I wanted to give a full 360-degree view — with all the strengths and flaws — because that’s what I look for when I’m choosing reviews myself. They are the ones I come back to because I trust what they say, because I can see the level of effort and understanding that has gone into creating it.
My content plan was always to produce new game reviews, reviews of developers and keep an eye out for new entrants into the niche. I’d often reach out to new developers to help them gain visibility for their products in exchange for early access to their games and marketing materials. This worked quite well. Behind the scenes, I’d be asked to beta-test new games or provide general feedback on what I really thought of their product. The feedback I got was always good.
When did you realize it was time to refresh the LCC project?
Live Casino Comparer was a passion project for me. But after 12 years of running it, the market and niche had expanded beyond what I could comfortably keep on top of. Gaps were appearing in the content I produced, and whole new markets and developers were opening up that I simply couldn’t keep pace with. The transformations in Live Casino, with the introduction of more RNG, were beginning to blur the lines more between “Live” and entertainment games, and I could see that to continue with LCC being a trusted resource, I would need to expand the range of content I covered.
Also, changes at Google and the introduction of AI were making it difficult for me to keep the site up to date. While the quality of the content and the authority I had built within Google and with my audience kept my rankings, I also needed to improve the technical infrastructure to ensure the site remained a trusted resource. There was no way I could do that myself.
What led to the partnership with Already Media?
The partnership came about because I was at a crossroads and needed to do something quite radical. The timing for me was also perfect, and I had always thought I’d sell LCC once I reached the age of 60. In fact, I missed that target by a year. So I put the word out that I was looking to sell. For me, that meant a 100% sale, but I was prepared to stay around to help any potential purchaser. I knew what I was looking for, and as I had been approached several times over the years to sell, and had been through the process.
Every founder wants to sell to a safe pair of hands, and when Already Media came in with an offer and explained their plans, the decision was one of the easiest I had ever made. Your vision for the site and for growing the brand, backed by a team of technical experts, ticked every box. Since the sale, the site has undergone a redesign, technical issues have been resolved, and the brand gained much greater visibility on social channels, allowing it to reach a wider audience. SEO is still essential, but traffic sources outside of Google are just as, if not more, important these days, and Already Media has been pushing on those hard.
Project transformation: tech innovations and future perspectives
In the second part, Project Owner & Brand Representative of the new team explores how the approach to product development has evolved and how these changes are intended to appeal to both players and operators.
When you started working on the project, the team already had a clear vision of how to rethink the Live Casino Comparer concept. Were you able to bring all of those ideas to life, and what does the platform look like today?
We started rebuilding in May 2025 and presented the new project version as early as October. Digital content follows certain rules that cannot be ignored. Alongside accuracy and reliability, the team implemented several significant changes. So we began by reworking the project’s visual language to make it feel more premium: updating the brand color palette, selecting modern typography, improving logo recognition, and establishing a consistent iconography style.
The second step focused on refining the page structure. Core verticals were clearly separated using a rubricator. Navigation within the online casino and entertainment reviews section was improved. Curated selections of projects and games were introduced. A dedicated news section was added.
Content management is handled through an admin panel. This makes it easy to update current offers and games, create rankings, and onboard new partners.
What is LCC’s key advantage over competitor platforms?
Offering useful content alone is no longer enough. Access to that content must be seamless. That’s why we took a mobile-first approach, focusing on fast loading speeds, a logical interface, and a clear page structure. Users can easily compare casinos, bonuses, and games using consistent criteria and select the option that fits them best. This approach is crucial for operators, too. All brands are presented on equal terms, meaning truly strong offers stand out. It creates a fair competitive environment.
At the same time, we are introducing gamification elements and working on live communication between players and brand representatives. This helps to increase engagement through marketing mechanics, from bonuses to real-prize giveaways.
I would also like to highlight the team behind LCC. We are a relatively small but very cohesive group. In iGaming, large-scale projects are often built by massive production teams. They tend to slow down due to lengthy processes and approvals. Our advantage is flexibility. The Design, Development, SEO, Affiliates, and Content & Copywriting departments operate as a single system. No one gets stuck in revisions. So we can quickly switch between stages and support one another, allowing us to develop the product faster and more efficiently.
What kind of projects do players need today?
There is no single, definitive answer. The iGaming landscape changes too quickly. That’s why we use a series of A/B tests to track real user demand and test hypotheses. If the metrics show that we’re moving in the wrong direction, we adjust the visuals, UX, and website structure to improve conversion.
Today, players value speed and ease of choice. Below are three key trends for 2026 that are already shaping the iGaming industry and helping projects maintain visibility and competitiveness:
- Clean look – modern interfaces without visual noise.
- Engaging, easy-to-read content.
- Bonuses, promotions, and curated offers that align with player demand.
These principles guided the complete redesign of Live Casino Comparer’s visual layer. By improving our product, user experience (UX), and content, we aim to strengthen trust among existing users and attract new audiences.
What are the three major changes ahead for Live Casino Comparer?
The domain already holds strong trust among users, and we plan to scale that further. This is not just a site update — the entire concept is evolving. LCC is undergoing three key transformations.
First, we are expanding our focus. We are no longer limited to live casino alone. The project is now developing under a new slogan: “Beyond Live. The Pulse of Gambling!” This reflects our goal to cover the entire iGaming industry. This includes slot reviews, crash games, new releases, curated selections, retro hits, and stronger news coverage. Users will receive a complete market overview, including trends, reviews, analyses, and recommendations. LCC is evolving into an iGaming hub rather than a niche platform.
Second, we are moving away from the single-author platform model. The project is becoming an open space for new voices and experts with experience in various fields. This allows us to offer richer, more diverse content and opens the door to future partnerships with operators and studios.
Third is a complete visual and UX overhaul. The interface has been rebuilt from scratch based on iGaming and digital industry trends. The new LCC style focuses on clean design, intuitive navigation, minimalist visuals, and clear page structure — providing users with everything they need to quickly find relevant information.
How will the project continue to evolve?
I see four key areas for strengthening Live Casino Comparer presence in the international market:
- Geographic expansion. We plan to enter new GEOs that are strategically relevant for the project.
- Partner ecosystem development. We will onboard new partners, including not only casinos but also game providers. Players want to see the full market, and brands need a fair, unified environment in which to compete. Our goal is to establish LCC as a central hub for the industry’s leading products.
- Enhanced platform functionality. We are working on a personalized player account that will allow to save preferences, track updates, and receive target recommendations. Interactive features are also in development, including bonus calculators and AI-powered tools that help users choose the best brand based on their needs.
- Community building. We plan to bring brand representatives directly onto the platform to provide live interaction. Players will be able to ask questions and receive personalized support instead of browsing impersonal FAQs. This strengthens trust and creates a more open, user-friendly environment.
Flexibility and fast adaptation to user interests are the two core principles that help the Live Casino Comparer team increase personalization and improve navigation. This makes the choice of games and casinos clearer and more transparent. For operators and developers looking for growth opportunities, LCC can become a trusted platform offering fair and effective promotion.
