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The Power of Game Aggregation for Casino Operators
Have you thought about just how much the right game content influences the success of an online casino? Players form their opinions about a brand based largely on the games it offers.
To attract and retain players’ attention, online casinos need a wide variety of game providers and constantly update their content offering. Since the right game content is a competitive advantage, many casino operators partner with dozens of game providers at a time or choose an experienced Game Aggregator that provides access to an array of games from popular game studios.
Types of Casino Content Integration
The integration of casino gaming content is a non-trivial step in launching an online casino. There are two main ways to add games to an online casino brand – via a direct integration with the game vendor or through an integration with a game hub.
Direct Integration
With this method, an operator chooses a game vendor that best fits their target markets and player demographics to sign a direct partnership. This usually involves a KYC procedure, and the operator often has to pay a sizeable setup fee for the right to integrate the provider’s game library.
Getting content for an online casino is a time-consuming process – negotiating revenue shares with game providers, reaching agreements on conditions, sifting through paperwork, and implementing the technical integration of the gaming software.
When it comes to the technical integration of the gaming software, the Application Protocol Interface (API) used will likely be different from the next game vendor an operator chooses to partner with. So for every new game vendor the operator wants to add, the cycle begins anew.
Integration Via a Game Aggregator
A game aggregator lets casino operators add gaming content from several vendors at once. Aggregators strike content distribution agreements with numerous studios to re-sell their games on their behalf. This way, casino operators access heaps of game development studios following just one integration, instead of connecting each studio individually.
Companies that offer a game aggregator solution essentially provide a software infrastructure to maintain and communicate with the many APIs from different game studios.
What is Game Aggregation?
A game aggregator is a one-stop software solution that unites thousands of games from tens of popular developers into a single product. It's also called a ‘casino games hub’, a ‘game aggregation platform’, or ‘aggregation software’.
Simply put, a Game Aggregator is an easy way to create a game portfolio for a gaming website via one API. Game aggregators act as intermediaries, so operators don't have to manage every single gaming partner they add.
Advantages of Using a Game Aggregator
Game aggregators bring several important benefits that make life easier for operators and more engaging for players. Here are some of the key advantages to keep in mind:
One hub – thousands of casino games. As a rule, game aggregators establish partnerships with the most popular and in-demand game providers in the market, big or small. They continuously expand their offering by following industry trends and changing market requirements.
One-off API integration. To get access to thousands of casino games, operators only need one API integration. This saves hundreds of hours needed for contracting with game studios directly and all subsequent integrations, not to mention the effort of maintaining them.
Favourable terms. Because aggregators partner with many operators at the same time, they can negotiate better rates with game studios and often eliminate high setup fees. Even though game aggregators charge a markup in their monthly fees, the overall cost is often just as good or better than working with game providers directly.
New content, no effort. Since game content aggregators are interested in operators making a profit from the games they add, they will update provider game libraries with the latest games. Operators can experiment and see which games perform better, and adjust their mix easily and specifically to their players.
Unified support centre. A Game Aggregator Service Level Agreement (SLA) provides operators a single entry point for solving all issues related to game content. The account and developer teams behind the aggregator assist at each step of integration and provide ongoing technical support at a high level. This simplifies resource use and stakeholder management. Aggregator teams will check game provider logs, submit queries to game providers, and maintain the technical nuances that come with each game provider.
Numerous monthly promo campaigns. Game vendors are always competing for visibility in online casinos. That is why aggregator clients receive multiple promotion campaigns from vendors to attract and engage players. These can include tournaments with prize pools funded by game studios several times a month, and much more. With one entry point for all promo information, the game aggregator informs operators about new offers by game providers, helping them navigate and pick the best promos.
How to Choose a Game Content Aggregator?
Ask around. Recommendations travel fast in the industry. Even game providers can recommend a reliable game aggregator solution partner to start an iGaming brand or complement your existing game library.
Check rates. Compare the revenue share terms of game providers and studios. Not everyone will have the same conditions, or even the same game content. Ask your partner if they can negotiate rates in case your betting volumes increase.
Speak to the team. Contact the aggregation platform to speak to the people behind the brand. This can help inform your decision based on your impression of the software provider's knowledge.
Expect strong service. Maintaining many game providers is a hard business. Great game aggregation platforms need to back up their offer with top-notch customer service, responsible communication and full accountability. Ask your potential partner about their SLA policies.
Takeaways
A game aggregator is a quick and cost-effective solution for easily managing casino content. Demand for this solution is high; there is a range of Game Aggregators from leading iGaming software development companies on the market.
When choosing a Game Aggregator, operators should consider the impressive array of integrated game studios, the technical side of the software, and feedback about the support service quality.
SOFTSWISS offers one of the largest Game Aggregators in the market. Our portfolio brings together several hundred leading casino game vendors, with a game collection numbering in the many thousands — mobile-friendly, multilingual, and continuing to grow — all available via a single API integration.
The SOFTSWISS Game Aggregator team is ready to consult and assist operators with any issues related to casino gaming content.
If game aggregation software has piqued your interest and you are looking for a reliable Game Aggregator, reach out to us for more details.