As the online gaming market grows, new casinos sites and gaming brands are appearing to claim their share of the projected US$35.34bn market in 2024 (source: Statista).
Whether it is launching or growing in established markets, or newer markets like Latam and the US.
To compete for players’ attention, online casinos need a big library with a wide variety of gaming content serving diverse needs, requiring content from multiple game providers.
This can be through multiple direct provider partnerships and/ or through a content aggregator (or game hub) providing access to a plethora of game studios in one integration.
30-second summary
- Casino aggregators are specialists in gathering and distributing casino games. They offer online casinos a means of vastly increasing their games offering
- The benefits of aggregators include a large selection of providers and games, through one API integration, typically lower prices, less technical complexity, and the ability to localise and diversify quickly
- Defining your requirements, researching the market, and considering factors like providers offered, prices, promotional tools, markets served and reputation are key to selecting the right aggregator
- LuckyStreak’s aggregator, LuckyConnect, is a rich, robust and secure API solution with over 4000 games from the world’s leading providers, serving 100s of casinos globally
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What is a Casino Content Aggregator?
An iGaming technology service provider that provides a software infrastructure for online casinos to access multiple content APIs from different game studios, through a single integration point. As such they enhance and simplify collaborations between stakeholders in the online gambling sector
This enables them to conveniently offer a vast selection of online casino games to help operators build, tailor and optimize their casino offerings. A one-stop-shop for a wealth of casino gaming content, enabling choice, speed and simplicity, and an easy way to establish a rich, broad and deep portfolio of games and providers.
Given the hundreds of iGaming providers in the market, for an average aggregator, that selection of games is in the many thousands.
In addition, content aggregators can offer additional services such as content management, market insight, reporting, promotional tools and technical support.
iGaming Aggregator or Platform Solution?
When casinos go down the outsourcing route, there’s a choice between aggregators and platforms.
Content aggregators are specialists in one key thing: the provision of gaming content. Aggregators are often the choice of existing online casinos looking to beef-up their customer offer.
Platforms are the choice for operators that need a full suite of services to launch, including website portal, payments and banking services, CRM, player account management (PAM), reporting and gaming content.
White label platforms differ from Turnkey providers in that they additionally provide licensing and compliance services, for brands that want fast-market entry with low customisation, focussing their efforts on brand and marketing.
How Does Content Aggregation Work?
- Aggregators strike content distribution agreements with providers to resell and distribute their games, and add them into their portfolios via API integration
- Casino operators agree commercial terms with the aggregator to access the providers and games they want
- The multiple provider integrations are streamlined into a single API, which operators integrate into their own platforms providing access to the entire games library
- The aggregator maintains the games library, the individual providers’ APIs (according to agreed SLAs and maintenance windows) and the central API with their operator customers
- They also handle any technical issues that may arise, allowing the casinos to focus on other aspects of their business
- Casino operators have only to deal with the aggregator for content, marketing, technical and reporting issues
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What are the Advantages of Using a Content Aggregator?
Going direct or via an aggregator is a critical decision that casino operators will make. What are the benefits of the latter?
- Choice: many providers and thousands of games – cherry-pick the ones you want
- Simplicity: one API integration for all providers saves time. Likewise a single SLA makes life easier, with the aggregator handling the provider end
- Reliable: you can expect a well-developed, well-tested reliable and secure API integration
- Cost-effective: thanks to the volume of they serve through multiple operators, aggregators can buy and sell content at favourable prices
- Incentivised: aggregators can negotiate incentives and launch offers such as discounts on revenue shares for new games and customers
- Speed-to-market: Similarly, this scale helps them jump up aggregation queues and make new providers available to operators quicker
- Promotions: aggregator account management (AM) and marketing teams are hubs for individual and cross-provider offers, tap into those to engage your players
- Insight-led: aggregator sit on huge amounts of data about player behaviour, game performance and geographical nuances that can power your content strategy
- Localise: matching games with local preferences is easier when you can cherry-pick from a vast selection; additionally market-specific games, and localised game versions are available
- Diversify: not only access different game types, like slots, live dealer, crash games and instant games – but different verticals like sweepstakes-enabled games
- De-risked: test new games types, features and formats without the lengthy negotiations and integration
- Support: expert, knowledgeable and responsive AMs and technical teams can shortcut you to solutions and success
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How Do You Choose an Aggregator?
So, a content aggregator has made it to your consideration list. There are several good ones out there. But how do you choose which to use?
- Define your requirements: is the selection based on your target audience, target geo, your own data, past experiences? Set these out, prioritise them and score aggregators against them
- Research the market: make a list of options using desktop research, brands your familiar with, talking to your network
- Shorten your list: based on your requirements, information readily available, what you learn in the process. Consider:
- Breadth, quality and fit of the content providers and games
- Your perception of the brand: credibility and reputation
- Testimonials and recommendations
- Licences and certifications held
- Meet your shortlist to understand the fit with your business and requirements first hand (may be under NDA):
- Pricing and fees: relative to other aggregators, and for the providers most important to you
- Promotional tools: what they can offer you to improve engagement and profitability
- Existing customers: a reflection of their credibility and standing
- USPs and specialist products and services
- API and tech infrastructure: age, flexibility, robustness, security, timelines
- Pipeline of new providers
- Company vision and direction
- Financial health and investment
- Languages and currencies supported
- Availability and quality of reporting
- SLAs, in all key aspects of the service
- Experience and insight: to advise you on strategic and tactical decisions
- All-important chemistry between you and them should give you confidence
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A selection of LuckyStreak’s aggregated games providers
Why Choose LuckyStreak as Your Content Aggregator?
LuckyConnect is LuckyStreak’s content aggregation solution. Launched in 2017, it is built on the same rock-solid infrastructure as the LuckyStreak live dealer operation.
It is our proprietary integration API for platforms and operators, connecting them to a huge content library via our secure and seamless wallet API. We serve 100s of online casinos.
Consistently improved thanks to a decade of experience working with the biggest igaming customers, it offers ambitious casino operators a solution to boost their businesses.
- Over 4000 diverse and high quality slots and casino games
- Over 40 leading providers like Pragmatic Play, Yggdrasil, Ruby Play, PG Soft, Red Rake. New providers deployed rapidly through our reverse-integration provider API
- Robust, flexible and highly secure API
- Fully sweepstakes currency enabled and compliant games
- Highly experienced AM team with extensive product and market insight
- Experienced integration team to swiftly move to go live
- All original provider promotional tool supported
- Detailed back office reporting and reporting API
- One-stop-shop for content management, promotions, support, reporting and one-invoice billing
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LuckyConnect offers you an experienced, professional and content-rich aggregation solution. Please get in touch for a no-fuss no-commitment chat about possibilities:
- Email: hello@luckystreaklive.com
- Skype: https://join.skype.com/invite/dGmzZxfPSz7q
- Telegram: https://t.me/markotel70
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