The presence and influence of aggregation services on the industry has undoubtedly swelled to never-before-seen heights across recent times, with the speed and efficiency often hailed by studios as opposed to the contrasting direct integration avenue.
One such organisation making consistent waves within the space is Relax Gaming, whose Aggregation Business Director, Nicholas Hammon, recently celebrated a five-year anniversary leading the group’s aggregation commercial strategy and implementation.
Hammon delves into the reasons behind an explosion in the demand for aggregators, the importance of truly meeting the wants and desires of players, how Relax Gaming truly stands out from an increasingly competitive space and much more.
Relax Gaming has long marketed itself as a leading force within the world of aggregation, what would you say is the most impressive element of your overall offering?
Relax Gaming has now amassed over 15 years of experience within aggregation, which is hugely impressive for any standalone aggregator, let alone a company that creates games and focuses on multiple verticals like we do.
We pride ourselves on the fact that we have become the aggregator of choice for both operators and studios because of our dedication to responsibility and ensuring we are a reliable technical partner first and foremost. We have shown that we can connect them in the most efficient and effective way possible.
Why do you think the popularity of game aggregators has skyrocketed in recent years, and what have you done to ensure you’re amongst those aggregators growing in stature?
Operators and studios often face internal resource bandwidth challenges. An aggregation partnership such as ourselves can provide convenient solutions, which enables continued revenue growth for both parties. What might take years can be accomplished within months by working with the right aggregator.
Relax Gaming’s aggregation network provides studios with instant access to more than 300 operators across multiple markets. Equally, operators can gain access to more than 100 studios, ensuring they have an entertaining and varied game library at all times.
Our ecosystem excels due to the synergy between our internal departments working together to optimise service delivery across all areas. We are a trusted source of knowledge providing invaluable insights, guidance and support for our partners.
Just how important is it that aggregators focus on growing a deep understanding of player preferences, ensuring that they are offering a personalised experience on a market-by-market basis?
Player preferences have always been an important consideration, but one that is increasingly in sharper focus due to the expansion of regulated market opportunities. It’s rare for one game or genre type to appeal to all players across all markets.
I would consider a game that appeals to all audiences to be the holy grail of game production. Beyond this hole-in-one phenomenon, it is important for an aggregator to understand the common denominators across all markets and at the same time their unique qualities.
Market analysis and trend identification markers are therefore quintessential for success.
Relax’s aggregation partners range from small up-and-coming studios to huge household names. Is there a one-size fits all approach to aggregation, or are there processes for each and every customer that comes through the door?
The harnessing of mutual revenue growth is a shared characteristic across all Relax aggregation partnerships. What separates each and every relationship though is how we achieve this goal.
It is essential to tailor a commercial strategy accordingly in order to implement the correct plan of action. Commercial success can only be built upon by employing a strong foundation of technical excellence. This key principle is always at the forefront of our minds.
You recently announced the launch of Relax Vantage, can you give us an insight into how its been received and what the future holds for it?
Relax aggregation provides an environment for success with Relax Vantage being a continuation of this philosophy. This year marked the launch of this special product which is fast establishing itself as a game changer within the aggregation arena.
2025 will further establish Relax Vantage as the go to tool for both operators and studios to maximise revenue growth. If recent feedback is to be acknowledged, then Relax Vantage is sure to be the winning advantage in solidifying Relax as the aggregator of choice.
