For online operators, casino game aggregation technology has massively simplified game acquisition and portfolio expansion. By using a single API, operators can add thousands of immersive slot games, live dealer games, card games, and roulette games within their library. However, game aggregation is not always the best route for game acquisition – sometimes a direct provider is better. If you, as an operator, are unsure whether to use aggregation or direct game acquisition, this guide offers quick insights to help you choose.
What Are Game Aggregation and Direct Integration?
What is Casino Game Aggregation?
A casino game aggregator is a technical bridge that connects your platform to thousands of games from multiple providers via a single API connection. Instead of setting up separate connections (and contracts) with each provider, you integrate once with an aggregator that manages key functions like game certifications, contracts, and technical configurations.
Aggregation enables operators to quickly and affordably expand their game libraries.
Major benefits include:
- A unified API connection for multiple games
- Centralized payments/session management
- Pre-certified gaming content
- Consolidated technical support
- Single set of promotional tools
What is Direct Game Integration?
Direct game integration connects a casino platform directly to a game studio’s API. This form of connection needs its own unique contract, technical configuration, testing, and certification.
Key benefits include –
- Extensive access to unique customizations and gameplay features
- Complete control over game data and reporting
- Lack of additional aggregator fees
- Direct relationship with the provider
- Potentially better revenue-share terms
Aggregation vs Direct Integration: Key Operator Decision Factors
While choosing between game aggregation and direct integration, there are multiple factors that an operator must consider. These include:
Speed: A casino game aggregator can launch thousands of games instantly via a single connection, while direct integration with a provider can take months.
Technical Complexity: Game aggregation requires maintaining a single API integration, while direct integration means managing multiple custom setups.
Ongoing Charges: Aggregation charges higher intermediary fees, while direct provider integration offers flexible and better revenue options.
Content Coverage: Aggregators offer access to multiple game studios at once, while direct integration expands it to one. However, direct aggregation also offers increased access to premium game content.
Branding and Promotional Aims: Aggregators offer streamlined cross-provider promotional tools; direct integration unlocks provider-exclusive promotions.
Provider Partnership: Direct integration is more suitable for building strong and close partnerships with vendors, while aggregator tech plays the role of a middleman.
Customization Scope: Aggregation uses standard game elements; direct integration offers a more extensive scope of customization.
Post-Launch Support: Aggregation offers a single support system for all games; direct integration requires contacting each provider separately, but it offers dedicated support.
Data Analytics & Reporting: Aggregation unifies reporting in one dashboard, while direct integration offers access to more comprehensive data.
Casino Game Aggregation vs Direct Game Provider: When to Choose Which?
Confused between casino game aggregation and direct game provider? Here are a few operational cases in which you can select either one:
When Should You Choose Casino Game Aggregation?
You can choose casino game aggregation if you:
- Are testing new markets for expansion
- Are running multiple brands within your operation
- Want centralized technical support
- Planning to launch quickly with wide content coverage
- Want limited operational complexity
- Planning to operate within multiple jurisdictions
When Should You Choose Direct Provider Integration?
You can choose direct provider integration if you:
- Require deep customization or exclusive content
- Have a robust platform that can support multiple provider integrations
- Want full control over the game data and promotions
- Want flexible and operator-oriented revenue-share margins
- Want to increase platform differentiation
- Are looking for dedicated provider technical support
Hybrid Game Aggregation Model: An Alternative Route
Another great way to have a hybrid model for game aggregation. This model runs on two fronts: direct integrations with providers for premium titles that drive a majority of the revenue, while integrating an aggregator for additional filler content. This approach combines emphasis on game quality with revenue maximization.
However, while implementing a combined game aggregation model, you need to ensure that you keep your game management, data analytics, and promotions as centralized as possible, while negotiating favorable revenue-share arrangements with both aggregators and game providers.
Key Implementation Factors Before Proceeding With Aggregation/Integration
Major implementation factors that you need to note before integrating a game or game aggregation include:
- Long-term brand and operational goals
- Strategic planning for content delivery and differentiation
- Projected revenue volumes
- Target market jurisdictions
- Projected regulatory compliance requirements
- Current technical capacity of your platform
- Business expansion roadmap
Conclusion
Casino game aggregation is indeed a powerful tool for game library expansion. However, it is something that operators need to use strategically in order to gain maximum advantage. Sometimes, a direct provider can also offer various benefits like premium titles and unique branding. Mixing both acquisition methods is the key to having a game library that is unique, engaging, and future-ready. As an operator, choosing the best option for your casino game library requires diligent research, a forward-thinking mindset, and strategic business capability.
