Enrico Bradamante, Chief Commercial Officer at Pariplay®
As seen on Gambling News.
The industry is saturated with content aggregators, including a mix of established and emerging entities, which are all looking to provide online casinos with the best content possible. However, considering the impact of increased regulation on the wider industry, is it still all about the games?
We caught up with several of the industry’s leading content aggregators to find out how their offerings are evolving to meet the expectations of operators within highly regulated markets.
How do you assess the current landscape of content aggregation within the iGaming industry, is content still king?
It is a very competitive marketplace for aggregation, as it has become the preferred option for Tier-1 operators to take content as they gain access to a vast number of games with just one integration.
I would say that the breath of titles, and the ability to have access to relevant games, is increasingly valuable for operators, especially as a localized approach is becoming more crucial.
With new markets continually regulating online gaming, it is a massive challenge for operators who have a multi-jurisdictional presence. This makes it even more important to work with an established aggregator like Pariplay®, as operators can leverage our different certifications and our knowledge of local player preferences, ensuring they can hit the ground running in new markets.
The fact that there is so much content out there is incredible, and there are still companies bringing out new innovations, or interpretations of themes and mechanics, trying to reinvent the slot space in different ways.
In addition to the core games offering, what are the key supporting features and services that operators are requiring from a modern-day content aggregator?
The most important one today is marketing tools. Having access to promotional products such as tournaments, free spins and Spin that WheelTM allow operators to engage and retain customers, as well as encourage them to try new games.
Having these tools available across the entire aggregation offering is a huge boon and this is something we offer at Pariplay®. Other perks of working with an aggregator are more subtle such as tech and financial aspects and dealing with just one company.
An operator often has several different verticals on offer alongside slots, such as sports, poker and bingo, and partnering with an aggregator allows them to benefit beyond just access to a wide range of games as it makes their lives easier.
With increased regulation and tighter marketing restrictions impacting the wider industry, how will content aggregation evolve over the coming years to further support operators?
I have learned that the only thing that is constant in this industry is change and it is guaranteed that regulations will continue to evolve, and we must evolve with them. It does create a technical challenge and having 80-90 suppliers’ content distributed to more than140-150 operators across several markets creates huge levels of complexity.
That is the nature of our business though, as we have decided to enter all these markets and support our operator partners. Pariplay® is very much in favour of regulation and have a close dialogue with regulators, something that is extremely important and will help us be prepared for whatever challenges the future throws at us but one thing we are certain of is that aggregation is here to stay.
