Roundtable – The Evolution of Content Aggregation with Adrian Bailey, Managing Director at Pariplay

July 15, 2021

What’s driving the increase of slot developers introducing new brands alongside existing content to their RGS?

It is becoming increasingly hard for suppliers to stand out from the crowd, with new studios popping up every month to challenge the status quo. Both are looking for ways to differentiate themselves and offering a wide diversity of content from multiple studios is one way of doing so. We launched our Ignite programme in 2016 to support independent suppliers looking to take their content to the next level by utilising our technology, resources and expertise. The partnership is mutually beneficial, however as it provides us with exclusive content and creates a USP that we can leverage when talking to potential operator partners. It is a win-win situation for everyone involved.

For an operator, what’s the advantage of partnering with a developer which has a broad RGS offering, as opposed to working alongside a traditional content aggregator?

Operators can benefit from the more exclusive content that suppliers with a broad RGS offering can provide. These studios are often smaller with unique content that might not be available elsewhere. This will help operators differentiate. On the other hand, aggregation offers a lot of advantages and does a big part of the heavy lifting for both suppliers and operators, so there is no surprise that more and more operators opt to use them. Pariplay offers an aggregation platform, Fusion, as well as the Ignite programme, so we can combine the two products for even better distribution to the benefit of both suppliers and operators.

What does this emerging trend mean for the future of content aggregation?

The traditional aggregation model is here to stay. It removes a lot of headaches that suppliers and operators have had in the past, ensuring a streamlined and smooth process instead. However, we expect more slot developers will go down the route of offering content from multiple studios to be able to offer something unique and stand out. This industry is known for its innovation, and we constantly see disruptors entering the market and pushing the boundaries, so it will be exciting to see how content aggregation evolves over the next few years.

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