Not all aggregators are created equal and during the latest SBC Webinar, titled Beyond distribution – finding the right aggregation partner, industry experts shared their top five tips for choosing the correct aggregation partner.
Collaboration
Natasha Giorgio, Head of Sales at Hub88, started by emphasising the need for collaboration between aggregators and clients so that aggregators understand the needs of suppliers and operators.
She said: “It’s not just a situation where we can come in and offer different content to providers, it’s the means of actually sitting down and knowing what partners need and understanding the market.
“It’s really important to look at player and operator needs and we are always working together to try and understand what it is that players need, what the new content is that’s coming out and what’s going to make a difference. What you want is somebody who is able to listen to you, to work with you, to put you at the centre of the universe and understand your needs.”
Personalisation
According to Mikael Forslund, TradeArt’s Head of Sales, it is also important that aggregators are willing to customise their approach depending on the “needs and wants” of each client.
Giorgio echoed this sentiment, agreeing that a “cookie-cutter approach” doesn’t work.
She added: “You have to understand what both suppliers and operators want, how can we help your business grow and what are the problems that you are facing. I think every discussion should start with those key questions.
“This is where the beauty of Hub88 comes in. We understand the problems you’re facing. There are so many different services that we have within our toolbox that we can help you with, so it’s not just about content anymore.”
Innovation
The gaming world is always evolving, therefore, it is important when choosing an aggregator to ensure that you look for one that is at the forefront of new technology and products.
Part of innovation is understanding what is and isn’t working and Forslund expressed the need for aggregation partners to be transparent and open to feedback.
He said: “Feedback is amazing, we wouldn’t be anything without feedback. If it comes from an operator that has specific needs, then it’s also very important that the supplier or provider understands it. We need to be very transparent and there needs to be a free flow of sharing information and making sure that the product delivers and meets the requirements of operators.”
Aggregators like Hub88 are integrated with hundreds of different suppliers, however, Giorgio emphasised the need for a focus on the quality of partner rather than quantity when it comes to choosing an aggregation partner.
She said: “It’s important to not just be integrated with everyone but to make sure that partners who we’re integrated with have innovation.
“We’re looking at the next best thing, what is driving the industry and where is the innovation. Can we support new studios coming through where that innovation is coming and have them on board? It’s by having those in-depth conversations that when it comes to choosing partners that we’re working with, we’re able to say this is what the industry needs, let’s get you on board and go to the next level.
Localised Knowledge
The global nature of the gaming industry offers many challenges, including the understanding of player needs in different regions as well as the different regulatory frameworks in place across jurisdictions.
As a result, aggregators must have the necessary knowledge to aid suppliers and operators in emerging markets.
“It’s so important to understand what’s happening with key developing markets as well,” explained Giorgio. “Having boots on the ground, knowing what’s happening, what’s trending and what the markets are that everyone is looking at.”
“Again it is coming down to having discussions with partners and making sure that as an aggregation platform, we are actually able to support our partners. It’s not just the boots on the ground, it’s the knowledge making sure the team is fully equipped, making sure technically that we have everything ready and that we have enough suppliers that are coming in there.”
Trust
Rounding off the five tips is trust. Working with an aggregation partner, such as Hub88, can improve the credibility of a brand in the eyes of other companies within the industry. As a result, this can be crucial for securing the necessary deals to ensure future success and the smooth operation of your brand.
Andrew Jurgielan, Chief Revenue Officer for the financial services provider ONE, explained that his company is able to offer special deals to companies because of its partnership with Hub88.
He said: “If Hub88 can personally attest to the fact that themselves and the Yolo Group are standing behind these businesses, and are using these businesses to run their business, that helps you cut through all the noise that is around [whether] this partner is a reliable trusted partner.
“When we get an introduction from Natasha [Giorgio] and the team about someone, there’s that instant level of connection and vetting because you know that this person has a relationship already with a partner of yours that you trust and respect.
“We’ve got special commercial deals, for example, that we put in place with partners of Hub88 so they get access to better pricing for their payment, banking and crypto needs when they come through that channel, rather than coming directly to us.”
For a more in-depth discussion on all of these tips, and much more, you can check out the full webinar here.
