Jaana Repo, Senior Account Manager at Realistic Games, discusses with Gambling Insider self-production and aggregation and the current position of the gaming market.
Content is king. While quality is important, so is how that content is distributed. This is where aggregation comes in and it’s a trend that’s here to stay. In the ever-evolving landscape of online gaming, aggregators have emerged as key players, revolutionising the industry through their ability to consolidate game content from various partners into a single, seamlessly integrated module.
Inception of Aggregation
Creating games revolves around having an online gambling hit or an intriguing novelty to get players engaged and increase their loyalty. Today, it is easier said than done compared to the past, when the number of content suppliers in the iGaming industry was limited. So, it’s no surprise that with the increase in content, aggregation has come into play.
The concept of aggregation is not unique to iGaming but is evident across many industries. The same way aggregation allows suppliers to access many markets and hundreds of operators through one integration is parallel to entertainment and e-commerce services like Netflix, Disney+ and Amazon. Consumers want content fast with easy access and that means accessing it all in one place at the click of a finger.
Reaching Wider Audiences
The noticeable shift towards aggregation is particularly significant for smaller suppliers who seek to achieve faster entry into the market. By partnering with aggregators, these suppliers can leverage existing distribution networks and reach a broader customer base, without having to invest heavily into their own infrastructure. It allows them to focus on their core competencies while benefiting from the aggregators’ established platforms.
On the other hand, larger suppliers who have already saturated their distribution in the market may find it beneficial to eventually transition to taking control of the integration and eliminate the costs associated with working through aggregators. However, even for these larger suppliers, there are still advantages to staying with aggregators. They often provide valuable support services and additional features that can enhance the supplier’s offerings and improve customer satisfaction.
This is the beauty of this vertical, as it brings a plethora of technological aspects and streamlined processes to the table. Acting as the glue that binds together online casinos, it’s crucial that aggregators excel at offering seamless integration through API. However, their influence extends beyond mere game integration. Aggregation encompasses payment systems, affiliate programs and promotional tools including free spins. Plus, through partnerships, suppliers can keep informed on market trends and incoming regulations.
The Future of Aggregation
As the market evolves and the industry witnesses an increase in aggregators, that is not to say there aren’t any benefits to distributing through direct means. One notable advantage is cost efficiency. By distributing directly, suppliers can avoid paying platform fees or revenue shares associated with working through aggregators. This can lead to higher profit margins for the supplier.
Moreover, direct distribution allows suppliers to have complete control over the integration process. They can add upgrades or new features to their distribution platforms without any integration restrictions sometimes imposed by aggregators. This flexibility empowers suppliers to customise their distribution channels according to their specific needs and preferences.
Due to Realistic Games’ experience in the digital market, we find ourselves in a fortunate position with numerous direct integrations from the relationships we have built. However, in our pursuit of expanding our business further, we are embracing the aggregator approach. By partnering with aggregators, we gain access to a vast network of operators, opening doors to new opportunities and reaching a wider audience. This strategic shift towards aggregation allows our integration teams to redirect their focus towards platform upgrades and product innovations instead. So, overall: aggregation.