Roundtable: Content Aggregation in Today’s iGaming Marketplace
The industry is saturated with content aggregators. Steve Mayes, Peter Causley CEO of Lightning Box, Enrico Bradamante CCO at Pariplay and Ivica Jovanovski Head of Aggregation at ORYX Gaming discuss their offerings to meet the expectations of operators within highly regulated markets.
Roundtable is about content aggregation in today's iGaming Marketplace.
Light & Wonder has over 4,000 titles on its platform. The content aggregation industry is highly regulated. Light &Wonder is regarded as the leader at bringing new worlds of play. Steve Mayes (SM) and Steve Wojciechowski (Wojcikowski) discuss the role of content aggregators in today's iGaming marketplace.
In Europe and the UK, the focus is on the volume of new releases. In North America, it was the importance of content that was once the most important. Now, however, quality games and not the quantity of titles are the main focus. The majority of revenues for casinos in North American are generated via iOS. This is different in Europe, where the majority comes from the use of the platform.
Enrico Bradamante (EB) says aggregation is the preferred option for Tier-1 operators. New markets continually regulate online gaming and it's a challenge for operators with a multi-jurisdictional presence. Pariplay is an established aggregator and can leverage its certifications and knowledge of local player preferences.
Ivica Jovanovski (IJ) explains the importance of content diversification in the development of gaming tools. Bragg prides itself on not taking shortcuts and paving the way to different content delivery. IJ explains some aggregators go for limited market presence and faster content Delivery. Others take the more challenging path and offer advanced features and tools provided by gaming providers.
The most important marketing tool for operators is tournaments. Pariplay offers a variety of features for sports betting. The quality of content and engagement tools are also important. Regulations vary depending on the market. Variable RTP percentages are a must. There are ease of launch procedures in the European market and if a title doesn't work in testing there are plenty of other games waiting to fill the launch spot. A successful franchise game can help cut through the 5,000+ slots live on some sites. The number of games available is also an important factor.
Regulations and marketing restrictions are changing the gaming industry. SM predicts the next generation of promotional tools and gamification features will be rolled out to the marketplace. EB believes the industry must evolve to keep up with the changing regulations. PC believes that content providers should focus on providing the best games for players within the regulatory limits.