Gambling Insider Guest Column: Mutual Benefits
June 25, 2021

Lachezar Rankov, Pariplay’s Chief Technology Officer, examines the role of content aggregation in an increasingly competitive online marketplace.

The online gaming landscape has changed beyond recognition since such a time when direct integration with operators was the supplier’s only feasible avenue for content distribution.

In today’s world, for the majority of suppliers that old model fails to cut the mustard in terms of getting their products in front of as wide an audience as possible. The proliferation of online operators worldwide has increased further during the pandemic, with many land-based casinos choosing to enter the digital sphere for the first time, while the number of regulated markets across the globe continues to grow. In an online gaming market that is saturated with both brands and gaming content, it is little wonder that content aggregation is such a hot trend for suppliers.

The benefits of the aggregation model are clear. It enables games studios to get the maximum bang for their buck, in terms of linking up with operators and players worldwide with minimal effort. For operators, content aggregation allows them to offer a diverse array of products within their casino lobbies, featuring both established studios as well as those that are only beginning their journey. This ensures that players from all demographic groups are presented with content that appeals to their preferences.

In functioning as a conduit between the supplier and operator, an aggregator fulfils a wide array of technical requirements and allows for games studios to concentrate on what they do best: developing engaging content. Particularly for younger studios that do not have a proprietary RGS, aggregation can assist with speedy business growth in getting content in front of operators, while partnership programmes in the ilk of Pariplay’s Ignite can provide additional support in terms of both games development and global distribution networks.

In a fast-changing online environment, the leading content aggregation platforms provide a global solution that allows brands to expand into new markets at speed armed with relevant, localised content. While regulatory hurdles can form costly and resource-heavy barriers in the direct integration model, aggregators possess both a range of gaming licences and a wealth of expertise that can be utilised by developers, streamlining and accelerating the market entry process through a simple, one-step integration process.

One other important aspect that can be overlooked as an essential element of the aggregator product offering is promotional tools offered by third parties. Proven to boost engagement and retention rates while increasing ROI, such tools are easily accessed by operators and have the effect of providing differentiation within the marketplace while driving up player lifetime value. A strong, reliable aggregator partner can also fail if they are not in a position to provide technical support around the clock and moving quickly to respond to customer requests is another essential part of the modern, competitive aggregator’s armoury.

As the mutual benefit of leveraging aggregators continue to bear fruit for providers and operators, this is a trend that we can only see growing. Indeed, as competition within the global marketplace increases, it is becoming ever-more essential for both parties to ensure that content portfolios are varied, localised and of the highest possible quality to appeal to players who will only become more discerning.

By handing over control of integration, compliance and content generation, while also gaining access to an array of promotional and back-office tools, suppliers and operators can focus on getting ahead of the game.

Lachezar Rankov is Pariplay’s Chief Technology Officer, leading technological development and acting as the key individual in delivering the product roadmap. He started his career in gaming as a software developer and has spent the past four years working at Pariplay.

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