In the second part of SlotBeats Spotlight, we continue to look at what content aggregation brings to an operator and cast our eyes on what it can bring for suppliers. We asked our experts what benefits game studios can gain from its use.
SlotBeats: What does content aggregation bring to the table for suppliers?
Zorica Smallwood, ESA Gaming: For smaller suppliers, using aggregation platforms is a great way to get their games out on the market without investing in a proprietary RGS.
This allows smaller studios to build up their brand awareness and also gives an indication of what jurisdictions the games are most successful in without having to directly partner with local operators.
This is invaluable information for studios that are in the early stages of developing their products and finding their niche.
Simon Hammon, Relax Gaming: Aggregators provide an avenue for suppliers and independent studios to bring their games to market and reach a critical mass at a faster pace. Where games perform this is vital, meaning a greater return on development investment earlier in the studio’s life cycle.
Given the flood of content in the online casino sector, it can be difficult for the smaller players to get their portfolios in front of the right people. Partnering with an aggregation platform, especially one that offers technical, compliance and commercial support, fast tracks distribution and allows studios to focus on delivering quality, unique content that drives differentiation.
It can also serve larger studios by cutting integration waiting times, reaching more operators or giving room to experiment with new concepts, ideas and innovations, which in turn helps to drive the industry forward.
Boris Chaikin, Soft2Bet: Aggregation also presents multiple advantages for game providers, not least in that it puts a brand’s content in front of a wide audience with the ease of just one simple plug-in.
Studios can distribute their content far more quickly than if they had to seek out deals with operators directly, and also gain much greater reach among top-tier casinos. The economies of scale model of the aggregation also means that, in terms of commercial figures, platforms are often a more cost-efficient route to market, offering maximum exposure at better rates.
Dylan Slaney, SVP Casino for SG Digital: Content aggregation provides games studios with that all important gateway to new operator clients and markets. Making the cut through in this saturated marketplace can be incredibly difficult, especially for independent suppliers struggling to have their games seen by key decision makers.
For those companies, integrating their games onto an aggregation platform can be pivotal. Ultimately, It’s all down to the quality of the content on offer. If a game resonates with players, you can be sure that operators will be looking to add it to their own offering and the aggregation platform is crucial in facilitating the integration.
