Reel Lives: Casino Game Product Director Rich Criado On Video Gaming Crossover, iGaming’s Future, And His Pro Wrestling Career
The former Fanatics iCasino VP talks industry innovation and his past delivering bodyslams and taking bumps
4 min
Every gambler has a story to tell. And so does every person who chooses to make a living in this unique industry.
In our “Reel Lives” series, Casino Reports shines a spotlight on people working in the gaming business, from executives, to analysts, to media members and communications pros, and all points in between.
The subject in this interview: Rich Criado, who recently parted ways with Fanatics after two years as vice president of product for Fanatics Casino and Fanatics Game Studios. Prior to that, Criado worked in similar roles in casino gaming or video gaming for PENN Interactive, Carnival Cruises, and Disney — none of which is half as interesting as the fact that he is a former (or perhaps current — see below) professional wrestler, having entered the squared circle numerous times under the nickname “Perfect Creation.”
Casino Reports (CR): You came into iCasino from a video game design background. To what extent is the future of online casino gaming going to look and feel akin to video gaming?
Rich Criado (RC): This is the million dollar question. The answer is … it depends. In the U.S. market specifically, it’s really a “chicken and egg” issue. Younger, more savvy video gamers don’t see content they like in iGaming because it doesn’t appeal to them. The content providers are not making content that might attract traditional gamers. The challenge is, operators are asking for more traditional content since the current cohort of valuable casino players are demanding that content. So, who moves first? This content today in iGaming is largely what you might find in land-based casinos. I think the shift to a more “video game” like experience will come, but likely slower than we think. Furthermore, that innovation may not necessarily be in the core gameplay itself, but on the edges. Examples include gamification and monetization techniques, meta-games, and multiplayer games.
CR: When you entered the online casino space in 2018, were you expecting more states to legalize over the ensuing six years than have? What do you think has been the biggest roadblock to wider legalization?
RC: We absolutely thought more states would be legalized by now. I remember looking at internal projections and industry research back in 2020 that estimated 10 or more states would be live by 2025. Obviously, that hasn’t materialized yet. I believe it ultimately will, but progress will be slow. The biggest roadblock I see is our industry’s inability to articulate a simple and clear narrative that highlights the positives of iGaming. Instead, opponents have been more forceful in communicating their points in a largely unchallenged way. Points such as land-based casino cannibalization, taking jobs away from retail, and responsible gaming issues have been able to win the day so far. I am, however, very confident iGaming will ultimately come to more states like online sports betting has.
CR: Let’s pause from gaming industry talk. We have to talk about your career as a pro wrestler! Tell your story of how you decided to start wrestling and also what led you to hang up the trunks.
RC: I grew up watching professional wrestling. Every day after school on ESPN! Frankly it was my dream and all I ever wanted to do. I was always involved in sports, and enjoyed theatrical performance. Wrestling is the perfect marriage of the two. From a very early age, I watched as many matches as I could. As I got older, I started looking into training schools. I ended up being trained by one of the best: Afa Anoa’i, The Wild Samoan. He is a WWE Hall of Famer, and uncle to “The Rock” Dwayne Johnson. I learned a lot from the wrestling business that I apply each day in the business world. I am technically not retired yet. Although I have not done a match in about five years, I am waiting for the right moment to have my retirement match!
CR: Back to business: All in all, is the regulated industry doing enough to promote responsible online casino play? Are there any changes you’d like to see implemented to reduce the possibility of players losing money they can’t afford to lose?
RC: I think the industry does an amazing job at this. But as I mentioned already, we have room for improvement on how we tell that story to the broader public and potential new markets. I believe iGaming is, in many ways, much more responsible and protective of players than mobile games and video games. In iGaming we have laws, regulations, and robust responsible gaming programs in place to protect the player. No such protections exist in other forms of gaming. At the game studios I was fortunate to lead, one of my game design principles was “Honest.” I always wanted to find ways to bring more information to the player, not less. Then players can make informed decisions about their gameplay.
CR: As a (for now) theoretically impartial observer in the operator wars … In five years, do you expect there will still be a “big two” in the U.S., or will one or more competitors have achieved equal footing or even surpassed FanDuel and DraftKings?
RC: Obviously no one knows for sure, but my sense is that casinos which can offer a true omni-channel experience will ultimately win out. Real world experiences cannot be discounted. I learned at Disney that the way to create a truly loyal repeat customer is to create lifelong memories. I am not saying that a mobile app can’t do that. However, I believe it will take more than just a mobile app to ultimately create those truly memorable experiences for players. Whoever can bring it all together seamlessly will be able to create an experience ecosystem that people want to be part of for the long term.
CR: Finish this sentence: The thing I’m most proud of in my two years at Fanatics was …
RC: Founding the Fanatics Game Studios team and making the best blackjack game on the U.S. market — Fanatics Blackjack. I might be a little biased there, of course!
Reel fast!
If you could have a wrestling match against anyone in history, you in your prime vs. them in their prime, who would you choose?
“Mr. Perfect” Curt Hennig.
Buying your way into the bonus round on a slot game: Yay or nay?
Nay.
What song makes you want to roll down your window and sing at the top of your lungs?
“Angry Again,” Megadeth
All-time favorite video game to play?
Castlevania: Symphony of the Night
You’re a Penn State grad who lives in Philly, so … would you say it’s worth a bet on Saquon for MVP at about +500?
Go for it!
The coolest wrestling finishing move ever is …
Naturally, my finishing move, “Cloud Nine”!
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You can find Rich on LinkedIn, where he is writing weekly “15:5 reports” updating his activities.
Previous installments of Reel Lives:
Journalist And Revenue Data Guru Chris Altruda On Number Crunching, Quality Writing, And Heavy Metal
BetMGM’s Sarah Brennan On Compliance, Working In Politics, And Coping With Tragedy
