The aggregation game is changing. With more providers and content than ever before, what was once a race for games has quickly become one for speed, flexibility and control, writes Lauren Harrison.
Games Valley is one of the aggregators leaning into this change with its new next-gen platform, which gives operators access to more than 11,000 games from over 100 providers through a single API – cutting down integration time to as little as 24 hours, while simplifying integration overall.
Just a few short months ago, Games Valley appointed a new CEO, Ariel Reem.
With over a decade of experience, including CEO roles at Genesis Global and ExtractNet and leading marketing and retention departments at Mansion Group, Ariel takes the helm at a time when the fast pace of tech adoption means the role of aggregation is evolving.
In this exclusive conversation with iGF, Ariel shares his perspectives on how content aggregation is evolving beyond distribution, solving integration complexities and how operators can gain control, scale fast and future-proof their operations.Â
We began by asking Ariel:
Aggregation has become increasingly commoditised in the iGaming industry. What differentiates a technology-led aggregation platform built for modern operators from legacy solutions that may struggle with today’s speed and scalability demands?
“Aggregation used to be defined almost entirely by access to content. If a platform could provide a large catalogue of games and connect operators to a wide range of studios, that would often be enough.
“Today, most operators can source the same content through several aggregators, so the real difference comes down to how the platform itself performs.
“Modern operators need infrastructure that can move quickly. They are launching in multiple markets, adjusting their lobby strategy constantly and integrating new suppliers on a regular basis.Â
“Platforms that were built years ago often struggle with that pace because they rely on older architecture that was not designed for this level of flexibility.
“A technology-led aggregation platform approaches the problem differently. The focus is on creating infrastructure that is lightweight, adaptable and capable of scaling without adding operational complexity.Â
“That means faster deployments, easier supplier onboarding, and the ability to roll out new features without disrupting the operator’s environment.
“In other words, the value shifts from simply distributing games to providing a technical foundation that allows operators to evolve their product continuously.”
Having on-demand access to 100+ premium providers and 11,000+ games via a single API is now a reality for many operators. But integration complexity remains a common frustration. How can they effectively reduce friction without compromising stability or compliance?
“One of the biggest challenges is that each supplier typically comes with its own technical requirements, reporting formats and operational nuances.Â
“Even when everything is delivered through a single API, there can still be significant work happening behind the scenes to ensure that everything runs reliably.
“Reducing friction begins with creating a standardised framework where those differences are handled at the platform level rather than by the operator.Â
“Testing and monitoring also play an important role. Operators need confidence that new integrations will not disrupt the existing environment, particularly in regulated markets where compliance and reporting accuracy are critical.
“For us, the focus is to give operators the simplicity of a single connection while ensuring that all of the complexity is absorbed within the platform itself.”
Many operators want greater autonomy over their game portfolio and performance strategy. How important is a fully self-service dashboard and real-time visibility in shifting control back to operators?
“In many ways, this is part of a broader shift in the industry.Â
“Operators no longer want to depend on external teams to manage their product strategy. They want the tools that allow them to take control of that process internally.
“We know how fast trends can rise and fall. If a particular category of games is gaining traction, operators win or lose based on how quickly they can bring it to players.
“Real-time performance data gives operators a much clearer understanding of how their content is behaving across different segments of their audience. That makes it easier to experiment with positioning, test new formats and refine the overall player experience.
“Providing transparent access to performance information and giving operators the ability to act on it directly is a key step in making that possible, and that’s why it is one of the foundations upon which we’ve built Games Valley.”
Built by industry experts with strong B2C experience, Games Valley emphasises scalability and revenue protection. What capabilities will define successful operators as they expand rapidly across regulated markets? And how does your architecture future-proof that growth?
“Contemporary operators, whether they are large or small, rarely focus on a single jurisdiction. Instead, they are building multi-market businesses that require a great deal of flexibility.
“That environment places a premium on infrastructure. Operators need systems that can adapt to different regulatory requirements and maintain consistent performance as player volumes grow.
“Our architecture was designed with that reality in mind. Because the platform is built around a modular structure, operators can expand their offering and add new suppliers or enter additional markets – without needing to rebuild their core integration each time.
“That flexibility becomes especially valuable as regulation evolves and new jurisdictions open up.Â
“Our goal is to provide the technological backbone that supports growth, while giving operators the confidence that their platform can scale with them over the long term.”
Editor’s Note:
Today, success in the aggregation space comes down to how strong the platform is – not the amount of content it offers.
A broader industry shift is taking place as operators want more control, more flexibility and more speed than ever before.
And for Games Valley, that means pivoting to provide “infrastructure that is lightweight, adaptable and capable of scaling without adding operational complexity”, alongside real-time content performance data that makes it easy for operators to test, experiment and refine the overall player experience.
As for Ariel’s advice on how operators can scale while future-proofing?
It’s all about staying flexible and building with agility at core.
Because, if you’re not already a multi-jurisdictional operator now, success means you will be. So design an architecture that can shape and adapt to different regulatory requirements, and grow alongside you.
