Promoted feature: The aggregation platform boon

For a long time, it was deemed crucial for suppliers to have their own Remote Gaming Server (RGS) and direct integration with operators was the preferred way of games distribution. Over the years, the gambling landscape has changed significantly, and we have never before seen so many suppliers and such volume of games in the market. As a result, the use of aggregation platforms has greatly increased and has become one of the biggest industry trends of today – and rightly so.

Aggregation helps studios of all sizes to easily connect with operators across the globe with minimum effort for both parties. This has never been more important as suppliers are competing to get their content in front of as many operators as possible to guarantee a wide reach of their products. Operators, on the other hand, want to ensure they are offering titles from a mix of the industry’s most sought-after studios and up-and-coming ones, to ensure the supply of content matches player demand.

In many ways, an aggregator does a big part of the heavy lifting for both suppliers and operators. By distributing content via an aggregator, studios can focus on the core game development rather than spending a huge amount of time and resources on direct integrations. For smaller suppliers without a proprietary RGS, aggregation could be the only way to get content in front of operators and could be the springboard needed to get their business off the ground. This is where partnership programmes, such as Pariplay’s Ignite, could provide further support by giving studios a helping hand in developing games but, more importantly, offer a global distribution network through their platforms.

The ever-changing regulatory landscape has also introduced new challenges to the industry, making it a very costly and resource-heavy task to stay on top of compliance across multiple jurisdictions. Aggregators hold a set of igaming licences and sit on expertise that can be leveraged by game developers to access new jurisdictions, ensuring a fast market entry and penetration that would not have been possible if they were to go at it alone.

Partnering with an aggregator also offers plentiful benefits for operators. Technical teams can spend time on innovation and on improving products rather than dealing with the numerous direct integrations that would be required to offer games from a double-digit number of suppliers. Instead, through a simple and streamlined one-step integration, operators gain access to thousands of games from numerous suppliers in the quickest way possible. The volume and diversity of content is perhaps the biggest USP for aggregators, as operators can offer a portfolio of titles that will appeal to all player demographics and preferences. To further maximise the selection of titles available to operators, it is not uncommon for aggregators to partner up, creating unparalleled one-stop shops of casino games.

The evolution of promotional tools is also playing an increasingly bigger part in aggregators’ product offering. Operators can easily gain access to various player engagement tools offered by third parties to provide an added level of excitement. These tools are designed to boost engagement, increase ROI and drive up retention rates, helping operators stand out in the crowded marketspace and ensure suppliers monetise on their content faster.

For aggregators, building strong relationships with both suppliers and operators is key to ensuring that content is offered in the very best way possible and that the game titles are promoted well. As with any relationship, communication is key and a good aggregator partner will focus on getting to know the needs of both operators and suppliers to ensure a smooth partnership between all parties.

The leveraging of aggregators in the igaming industry continues to trend upwards, as the positive effects on both operators and providers are becoming more noticeable and increasingly important. As the online gaming space becomes even more saturated and competitive, it will be paramount to ensure quality content and widespread distribution are in place, to not only secure longevity but also stay afloat in the short-term.

There is no doubt that aggregation is the future of igaming, removing so many headaches that suppliers and operators have had in the past and instead ensuring a streamlined and smooth process. By partnering with an aggregator and handing over processes such as integration, compliance and content generation, suppliers and operators have time to focus on the most important part of their business – ensuring products are optimised for the players.

Christine Lewis is chief commercial officer at Pariplay where she is responsible for identifying new opportunities and implementing strategic initiatives to accelerate the company’s growth and success. Christine has over 10 years’ commercial experience in the igaming industry with a focus on B2B. Prior to joining Pariplay, she held the role of global commercial director at NetEnt.