The content aggregation gold rush 

The aggregation market has quickly become the latest potential jackpot for casino suppliers. In the last year, there has been a sudden influx of casino content suppliers launching their own distribution platforms to capitalise on existing technology, integrations and network relationships. It comes as no surprise that this business model has taken off among suppliers, given that it provides a much more reliable revenue stream in comparison to investing solely in new game launches. Yet succeeding in the aggregation business requires more than merely building a platform that allows a single brand to support multiple third-party studios.

New breed content aggregators initially emerged to challenge top suppliers’ dominance of the sector and provide an avenue for independent games developers to establish a foothold in the industry with lower entry costs. They offered a new route to market without the frustrations of slow integration times and long launch queues, handling most of the heavy lifting on behalf of both the studio and operator. Online casinos, meanwhile, gained access to a far more diverse pool of content via one simple integration and the opportunity to test content without a huge commitment.

As big brands from the supplier world continue to throw their weight behind content aggregation, the impact on the end-to-end supply chain is still to be seen. As the industry develops, it’s important that small studios are still given opportunity to gain traction and are not passed over for studios that have proven viability. If multiple aggregators compete to deliver games from the same pool of lucrative studios then bottom lines could be squeezed further, and, by overlooking smaller developers, the benefit of differentiation for operators might also be stifled.

There is also an element of risk in becoming a one-stop shop of products stocked with the same offering as competitors, however, with that risk there is opportunity. Aggregation, when provided with a collaborative mindset, is an exciting proposition and the key to opening doors throughout the supply chain. Even in a crowded market, opportunity is plentiful and so is the appeal. The aggregation winners will be those that keep sight of the right propositions, such as technological excellence coupled with business simplicity. Once a contract is signed, there’s generally little appetite for delays and the goal for all parties should be to translate the paperwork into reality as quickly and seamlessly as possible. Efficiency is imperative.

Rather than focusing on quick-to-market releases that don’t resonate with players, a successful aggregator will continue to act both as an incubator for unique, quality games and as a gatekeeper that avoids flooding the market with mediocre or skinned content based on a volume strategy. If the passion to keep an eye out for fledgling studios with genuine potential is there, so too will be the opportunity vis-a-vis differentiation. Aggregators should seek to break down barriers to entry and reduce costly hurdles to content development via their commercial offering, including critical support that allows studios to focus on content creation while easing operators access to fresh, new content.

By offering support in compliance and commercial functions, as well as confidence in ongoing technological investment, all parties can build an end-to-end partnership that optimises business efficiency and delivers value to integrated customers. Maintaining excellent account management services, offering a user-friendly interface and being open with customers will help strengthen those partnerships further and build an all-round positive business offering. Therefore, it may be said that in this densely saturated market, the secret to setting one’s self apart truly lies in creating easy, efficient and supportive partnerships, be it with a studio or operator.

Simon Hammon, CPO of Relax Gaming since 2018, has been instrumental to the success of the company’s aggregation services and proprietary content portfolio. Under his leadership, Relax’s casino proposition has cemented a strong reputation for driving studio and partner growth, delivering unmatched speed to market along with rapid, simple integration.