Self Production or Aggregation: Where is the market now?
July 05, 2023

As seen on Gambling Insider

The ever-shrinking global map means that operators need to be able to stand apart in whichever way they can. This can encompass anything from UI to local knowledge, or, most obviously, through market-leading product portfolios. With the ever-expanding spread of regulation in markets, there has never been more potential for gambling brands, nor more competition.

A sure-fire way to take a broad swathe of content to market quickly is via an aggregation platform. The modern platform serves the needs of every element of the iGaming ecosystem, which for operators is an important factor.

Given that the landscape has altered over the last few years, there is now less pressure on operators as a business to have their own Remote Gaming Server (RGS) and direct integrations.

The entire industry is also awash with suppliers consistently generating high-quality games with an array of themes, mechanics, target demographics and more. For operators, it can potentially be difficult to keep track of all of these and complete integrations into their RGS swiftly.

However, with an aggregator partner, new, innovative, and top-performing content can go live swiftly and securely with little action required from an operator partner.

Not only is this a huge boost for operators, but also for studios – especially the smaller ones that possibly lack the vast commercial infrastructure required to maintain relationships with many operators.

An aggregator partner offers them access to multiple regulated markets worldwide, quickly putting their products in front of a huge, ready-made audience.

Modern aggregation transforming into one-stop shop

Aggregation platforms now are expected to offer so much more than simply products on a platform. With more and more markets embracing regulation, keeping on top of compliance requirements for products can be both costly and time consuming.

Nowadays, the role of aggregators such as Pariplay is to assist studios looking to get their content live in markets, utilising the iGaming licences and dedicated compliance teams. This allows for studios to enter multiple states and provinces with only one integration, a task that would be extremely difficult for even the most ambitious studio acting alone.

In addition to compliance assistance, modern platforms are offering ever-more sophisticated engagement tools offered by third parties to further bolster product engagement. Gamification isn’t a new concept, but being able to boost engagement, drive up retention rates and increase ROI via an aggregation platform offers a whole new opportunity for operators.

Furthermore, it’s now up to aggregators to look to innovate and advance their products themselves. Differentiation can’t come from just lowering price points or offering broader product offerings than their direct competitors, or this becomes a quick race to the bottom.

The launch of our recent Client Area is an example of this innovative approach. By giving a unique access point for marketing and compliance assets within our platform, we have enabled operators to quickly search, cross-filter and download ever-important assets, game info sheets, game rules and certification files across products. While aggregation platforms will always have a strong focus on the delivery of exceptional gaming content, the addition of extra value for operators can be a key differentiator.

Great content will always be great content

While aggregation offers numerous benefits to operators and studios, there will always be a space in the industry for in-house development houses to create phenomenal content. Utilising our incredible amount of data, our very own Wizard Games studio, and our Ignite® partners, we can deliver games aimed at certain markets, demographics, and player preferences to further add value for operator partners. This can mean creating country specific games, such as those designed for players in the US, to games that we know will appeal to certain groups or types of players. Having the perfect harmony in the ecosystem is vital to its success, and suppliers that can balance their aggregation offering with powerful in-house offerings will always hold an advantage in an incredibly competitive space.




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