A game aggregator is one that essentially connects operators to players in the iGaming market, like Casino Vegas online, for example. To understand better, we’ll explain its role and how it helps expand the European gambling scene.
What Is an iGaming Aggregator?
The game aggregator is an intermediary. They integrate casino games on a single platform and then make that platform accessible to operators and players.
Here is how it works:
- The developer creates the game.
- Aggregator takes these games and puts them on the server.
- Many casino operators would make the games accessible to players.
When players create an account in an online casino and play, they are not playing the game from the casino’s server. They are playing it from the aggregator’s server. It is why many games are interconnected, especially slot machines that have progressive jackpots.
Why Are Game Aggregators Important in the European Market?
Aggregators are part of the iGaming ecosystem. Without them, it would be difficult to facilitate games. Below are some reasons why game aggregators are needed in the European iGaming market.
1. Game Facilitation
Aggregators not only facilitate the gambling titles but also enable operators to integrate into a single system. This integration becomes the gateway for an access point where providers and casino operators meet. The aggregator is the one that makes the games efficient in terms of operations. Since the casino operator no longer has to integrate with different game developers, the integration only happens once.
For example, a game aggregator who has games from NetEnt can offer many NetEnt titles to one casino operator. The same aggregator can offer gamblings from Big Time Gaming. The traditional way was for the casino to work with both NetEnt and Big Time Gaming.
2. Flexible Operation
It is challenging for a game operator or a casino to choose games that fit their target market. For example, a casino may want fantasy-themed slots only. To do this, they have to review the game libraries of dozens of developers.
They no longer have to do this if they work with aggregators. Here are some more benefits as to how flexible game aggregators make it for operators:
- Customization – they can customize a package of games for the casino. If the platform wants lots of blackjack titles from different developers, then the aggregator can do that.
- Scaling – casino operators can easily add more titles if they want to. They just need to speak to the aggregator and tell them what exactly they want to integrate into their sites.
Furthermore, the aggregator can also ensure that the casino complies with the law. The aggregators have a compliance department to guarantee that the casino operates the games without the boundaries of legal expectations.
At this point, we can say that game aggregators are the ones that pretty much operate the games. Casinos, on the other hand, need to take care of marketing. They must find players and direct them to their websites. That’s why they’d invest hard in promotions, SEO, affiliate marketing, and other common tools for driving enough new customers to the site.
So, while the aggregators are in charge of running the games, the casinos must find a way to make their websites more attractive than their competitors. They can do this by offering bonuses, lacking tournaments, etc. It’s common to see unique bonuses or themed tourneys that are held to drive players’ attraction.
Game aggregators also contribute to new European developers or developers outside Europe who want to enter the European market. For example, if there is a new game development company, they can add their titles to the library. From here, the aggregator can offer these games to their existing clients, or even new ones. Casinos that haven’t heard about this gaming company might give the games a chance.
The Challenge of Aggregators
Operating a business like this is not a piece of cake. It is complex and financially risky. In addition, there are so many laws that one has to comply with.
There are technical challenges that the gaming aggregator must also address. For example, new technologies emerge quickly. As these technologies become mainstream, they must buy new servers, re-code their programs, etc. They must also ensure that the games are compatible with the systems of the casino operators.
Finally, since the aggregator runs the games, they have to ensure that their systems are free from hacking—that the systems are secure not only for the casinos but also for the players. Game aggregators are important in how the European market can thrive in gaming. They are the facilitators, organizers, and drivers of game and gaming habits. With their expertise in execution and security, they make releases and accessibility easier than traditional iGaming operations.
