In an industry where customers can switch their allegiances with a simple click of the mouse, competition between online casinos has gotten cutthroat. Novelty wears off fast in the world of online gambling, so the search for advancements that will bring in (and keep) new players is constant. Right now, the trend is toward a more interactive online gambling experience, and the popular UK operator bwin is taking a social slant in their pursuit of a more realistic gaming platform.

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