On the face of it, the role of a content aggregator is a fairly simple one. Operators need to offer their players a great selection of content from lots of different providers, and they need to be able to integrate that content into their lobbies seamlessly and efficiently.
This is what the early pioneers of content aggregation offered to operators with many going on to build very successful businesses. But as the industry has evolved, so too has the role of content aggregators.
While their primary function has remained the same, the type of content they must provide to operators, the technology platforms through which it must be delivered and the additional tools they need to offer have changed significantly.
Today, operators want access to new and exciting studios, especially those bringing never-seen-before formats and mechanics to market. Integrations need to be fast with as little disruption as possible and operators also expect to be able to use gamification and promo features.
The good news for operators is there are plenty of aggregators in the market looking to meet this demand. But this means the competition among aggregators is fierce, with each having to sufficiently differentiate to stand out from their rivals.
So how is this being done?
Unique content
The content offered by the aggregator is perhaps its biggest point of difference. While it’s important to stock the tier-one providers, aggregators need to discover rising star studios that are bringing something new to the market.
This could be developers focusing on non-traditional game formats such as crash, mine and lottery-style games, or those that have created unique and patented mechanics.
It’s also important to consider the product roadmap of each studio. Operators want to see a steady stream of next content from each provider, and that the next run of games offers diversity in terms of themes, mechanics, bonuses, volatilities and so on.
In short, the more variety the aggregator can bring to its platform, on an exclusive basis, the better.
Smooth and seamless integrations
Aggregators need to develop state-of-the-art platforms that can not only handle the huge volume of content they need to deliver but also be able to deliver that content into different operator technology stacks.
This can be easier said than done. Operators use a range of technology solutions, from proprietary platforms to white labels and sometimes a combination of the two. Every integration is different, and the aggregator needs to be able to handle this.
Time is often of the essence, so the technology powering the aggregators needs to be able to facilitate rapid integrations that take place without incident. Setbacks and delays are not acceptable, especially if the operator is entering a new market and wants to leverage the first mover advantage.
Access to promo tools
Operators don’t just require access to content, they also need access to powerful and smart tools that allow them to run bonus and promo campaigns across the games stocked in their lobbies for acquisition, retention and reactivation purposes.
And these tools must be comprehensive for operators to be able to run different types of bonuses for different player segments and combine them with gamification features like missions and tasks.
With the cost of acquisition so high, operators really are pulling out all the stops to keep customers coming back for more and expect their aggregation partners to offer the tools they need to do this as well as the data insights required to optimise campaigns.
Compliance is crucial
It goes without saying that aggregators must ensure compliance in all of the markets where they offer their solutions to operators. This often means securing supplier permits themselves, but they also need to ensure all of their studio partners are certified.
The integration process can often trigger compliance concerns, so aggregators need to have a team of specialists on hand who not only know how to integrate from a technological perspective but from a legal and regulatory perspective also.
This can actually be a strong differentiator for the aggregator, with licensed operators being incredibly careful with who they work with. If the aggregator can show it is experienced working in regulated markets, it can give the operator added confidence in the partnership.
Value for studios as well as operators
So far, we have focused on operators and how aggregators have evolved to meet their needs. But it’s also important to consider the other side of the coin – without studios, aggregators would not exist.
For many studios, aggregators are vital to securing exposure for their games, providing them with quick and easy access to hundreds of operators in markets around the world. But it’s important for studios to feel a valued part of the ecosystem.
As an aggregator, we need to offer fair commercials to studios and give them the right exposure among the right operators in the right markets.
These are all things we as an aggregator have considered when determining our proposition and how it sits within the market. Sure, it’s a competitive space but each area above provides an opportunity to differentiate given the evolved role of aggregators.
It’s an important role and one that will continue to change alongside the wider industry.
