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This round-table article examines how aggregation platforms have advanced and adopted new technology in order to help studios enter unfamiliar markets. They can then focus on producing quality content for their players. Rhys Hatton is Senior Product Manager for Light & Wonder, Ivica Jovanovski is Head of Aggregation of Bragg Gaming, and Tatyana Kaminskaya is Head of SOFTSWISS Games Aggregator.
What is the relationship between an ambitious games studio and an operator?
Rhys Hatton :When platforms of aggregation do their jobs well, this is a powerful relationship. Our role is to simplify the distribution process and make it available in regulated markets around the world. This is done through the delivery and distribution of in-house content and third-party material, via our OpenGaming Platform which is truly scalable. It also includes all the promotional tools and gamification functions operators need to retain and attract players.
Some operators have also realised the importance of new regulations in certain markets, including the UK and Germany. Our technology platform can pivot quickly in order to respond to these changes on a network-level, keeping operators compliant and legal without having to drop content or suddenly take on huge projects or fire drills.
Ivica Jovanovski : This is a 360-degree, advanced ecosystem that is highly interdependent and interconnected. Each segment is important, but the most significant role goes to the game studio that initiates and drives the competition. The aggregator is the link that determines how innovative products perform with a targeted audience. Meanwhile, the operator has the chance to test the product and enhance their portfolio.
Tatyana kaminskaya All actors are dependent on each other. It’s easier to attract players because their main goal is entertainment. The most vulnerable are the game studios. They need to appeal to everyone, including players, operators and game aggregation sites. It is also important to strike a balance between the different spheres they are targeting.
In general, it’s impossible to exclude any of these players – they work as a cohesive unit. We could certainly imagine that studios, operators and players would be able to cope without the involvement of game platforms and content hubs. However, this trend is not sustainable in the market. It is more cost-effective for both studios and operators to work with aggregators. Aggregators are not able to be replaced by studios or casinos despite direct contracts being spotted. This is because they can handle all legal, technical, and account management concerns. The economic viability is what determines the balance. Aggregators are responsible for high volumes of transactions, they build up price offers, and they act as a sort of security guarantee for providers.
Which markets offer studios the best route to market through aggregation platforms?
Ivica JovanovskiIn markets where there are stricter regulations and fewer operators, barriers to entry will be high. Direct integration should yield immediate returns. Europe and North America have been regions where aggregation was really beneficial to date. With upcoming regulations in South America and consolidations, I expect that this will change competitive landscape and aggregators play a larger role.
Tatyana kaminskaya : The advantages do not depend on the markets, but rather on the size and maturity of an aggregation or game studio. Both concepts are similar. When a studio first enters the industry, they should aim to get maximum output with minimum input. Priority should be given loosely regulated markets that do not require large expenditures. These markets require little effort in obtaining licenses and certificates. They are a good way to learn the market, build capital and understand how it works. This helps you prepare for landing in more serious, regulated countries, like the UK. These destinations are already mature, weathered, and ready to handle challenges and financial costs. When you can invest 6-12 months in your product and reap the benefits, it is considered to be a mature product.
I think studios should choose a game aggregator over a specific market, and look for the best offer that matches their current stage of development. They start by analyzing the access to operators, service providers, and technical capabilities. Over 180 game studios trust the SOFTSWISS Aggregator, a testament to our features and functionality.
Rhys Hatton Overall, platforms are more universal than catering to a single market. It is important to have a wide range of platforms, but we also need to be able meet the needs and regulations of markets. North America is unique in this respect, with its fragmented and complex regulatory environment that varies greatly from state to State. Suppliers will have to incur major costs to obtain individual licenses due to the amount of resources required to complete this lengthy process. Platform providers can eliminate these pain points by developing strong working relationships. This is possible even before the market goes live.
The support of a modern platform for aggregation is a great way to encourage and drive innovation in studios around the world. We want to offer operators a wide range of content, from local market-specific games to standout content, that covers every gaming niche. We must ensure that our content is as diverse and market-specific as we can, to meet the needs of all players. Light & Wonder by Authentic Gaming is an example of a live dealer that we’ve taken to Colombia and other regulated markets are set to follow. We are able to meet the growing demand for live casino entertainment in the Americas by releasing this content quickly.
To what extent is technology changing at the platform level?
Tatyana Kaminskaya There are no universal patterns that apply to aggregation platforms. I can confirm that some of our competitors, as well as the SOFTSWISS Games Aggregator, see the need to upgrade technology and communicate with players. In the past, a content center was an invisible intermediary that allowed players to manage a game. The players do not know that the mediator exists. Game aggregators are trying to add value to the players and game providers by creating engaging tools that can bring added value to both.
This is only possible when a platform’s basic functionality has been upgraded to the gold standard. Then it’s time to add the icing on top – more engagement and retention tools for players.
Rhys Hatton : It’s also interesting to see that some of our competitors are now adopting solutions we had in our lockers for a long time – like our client middleware. It is inspiring to see how others have built on our ideas and incorporated them into their own. This shows the importance and impact they have within the industry. We believe that the future will also be about building out our network service. We have been offering network-wide Free Rounds for many years. This has removed the complexity of multiple back offices and systems. Now we are expanding it to include new features. It is true that there are many smaller aggregators, and even single studios who have created great products. We are working hard to catch up. In the meantime, we are already achieving a global scale with our entire network and this is something that you cannot get anywhere else.
Our content capabilities have been significantly enhanced by our acquisition of Playzido. Its Remote Gaming Server platform (RGS), which is proprietary, is among the best in iGaming for rapid game development. Already, this platform has helped us accelerate our ability to help game studios and operators around the world co-create exclusive and new content for players. This approach is a great way to differentiate and innovate for all stakeholders, especially with the competition for player attention at an all-time high.
Ivica Jovanovski : The change is driven by two streams. The first is the technology improvements such as blockchain, VR and AI that can be used to enhance the gamification process. Second, the more compliant adaptations to new regulated market, enabling quicker delivery, is important when first-mover advantages are so crucial.
Is it important that these platforms are robust and scalable to offer players a seamless experience?
Ivica Jovanovski – Due to the high volume of data and traffic processing, stability and safety are extremely important. Operators can use this as a competitive advantage. Platforms will continue to improve as technology advances. More elements and features will be added, further improving the player experience.
Rhys Hatton : We often refer to online gaming as part of a wider entertainment ecosystem, and with good reason. This idea is accompanied by the expectation that players will have a flawless experience. Platform resilience on a global scale is therefore required. Players expect a bug-free gaming experience, no matter where they are in the world. A player may never play a game again or, worse still, abandon the operator if a game crashes when they try to open it. The revenue implications of losing a player to a poor gaming experience are of great importance, especially in emerging markets. For major platform providers such as Light & Wonder the ability to deliver reliability on a large scale is essential.
Scalability is about both customer protection and platform scalability. Data breaches and ransomware are just a few of the technical attacks that will continue to evolve across global markets. Operators must know that the platform they choose is resilient and reactive in such situations, to ensure that operations remain efficient at scale.
Tatyana kaminskaya : Game aggregators play a role in gameplay, but they are not visible to the player. The minimum for seamless operation is that the player begins a game before noticing the technical aspect. Good gameplay that is free from technical problems is valued by players. For game aggregators it is essential to have a flawless operation, as well as the capability to process large data flows. This will ensure that technical issues do not interfere with the exceptional experience of players. Only when you reach perfection should you approach players. Do not put any pressure on them, but give them the option to accept or reject your offer. With the SOFTSWISS Tournament Tool, we analyze player preferences and adapt to them. We also highlight the benefits that we provide and offer a choice.
Bonus games, saving, challenges, and other features are all the same. All of them can be valuable assets, and they may even find a niche. But without basic functions that work properly, these features are worthless. The more features that are offered by competitors, the quicker these extra features become a necessity.
What do you think the future of aggregation platforms will look like?
Tatyana kaminskaya : To answer this question, let me repeat what I said before: Aggregators will interact with players more. In the past, operators were the only ones who had direct access to their players. They kept in touch with them, created communities, etc. The game provider has access to the players once a game has been downloaded. However, it’s not communication at this point that is important, but rather a high-quality gaming experience. Aggregation platforms can now enter the communication process, and focus on engaging and retaining players with additional tools and features. We would prefer not to brand ourselves as we don’t think players will remember us. We will demonstrate to operators how an aggregator is able to increase player retention and the number of players as well as their LTV, potential deposits, without additional effort on behalf of a casino. In this case, operators will be more inclined to recommend us and work with us. If we create popular and sought-after functionality, players may ask for features that are only available through aggregation platform. It will also help to grow game aggregators, and improve their impact on the player experience. This will encourage further updates and developments of their functionality.
Ivica I. Jovanovski If innovation continues to accelerate, the ability of modern technology to adapt is increased, and new regulations are adopted quickly, operators will appreciate a partner who is reliable across markets and their bond will grow. Platforms will be geographically divided and take different directions as they must adapt to many parameters. Aggregation platforms have a bright future, as they can solve many headaches for operators. They also help them to boost their offerings and increase their reach in major markets.
Rhys Hatton We believe the future of aggregation platforms like OpenGaming is very bright, especially when it comes emerging markets. With a tech stack that is designed to help this process, and with tools and software to support it, the ability to deliver content quickly and efficiently to operators across multiple jurisdictions is important. It is important that suppliers are able to use the resources of an aggregation platforms: the ability for them to perform adaptive planning, to continuously assess and to evolve their whole response to changing requirements. In our industry, regulatory change is often imposed without consulting the stakeholders. The question is how can a platform provider adapt to changing requirements and expectations, and provide added value that goes beyond scale and distribution?
