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Aggregators: What Is Their Role in Gambling?

Author: Gambling Man
1 December 2020, 12:21
Votes: 1

Gambling platforms often choose incorrect methods for operation, forget about games’ quality, attract clients’ interest by their number and variety. An aggregator can simplify an operator’s task. In such cases, they act as a connecting link between developers, providers, clients, and regulators. Experts of a gambling studio BetProduct have helped Login Casino to find out how to integrate high-quality content, what tools are necessary for this, and what is an aggregator’s role in this.

Aggregators: What Is Their Role in Gambling?

Read news about the gambling industry to be informed about the latest innovations.

What is an aggregator’s role for gambling platforms?

Games aggregation is the process of integration of a single API protocol after which an operator gets access to the portfolio of various developers. The same aggregator makes a deal and provides technical integration. It also assists in the platform operation, technical support, and further content update within the contract. The solution saves time and money spent on connection as well as on further management and content update. Due to the high demand for the services of such companies, the supply market has spiked. Start-up studious offer a wide selection of games based on popular themes, and often don’t create the necessary technical background for such software.

BetProduct experts have defined four main features of high-quality gambling content, which should be taken into consideration, except for a big number of games:

  • one integration – many providers;
  • a common back office for a whole content;
  • the option for management and setting personal advertising campaigns;
  • content update without further integration.

All-in-one gaming portfolio: does it exist?

Games integration via an aggregator has lots of advantages, but several aspects are worth considering. A gambling aggregator provides more than 1000 games in a single package. It significantly simplifies the process of further services providing to players and eliminates high-volume technical load on an operator’s facilities. In such a way, an operator delegates a duty connected with the platform operation to a company-aggregator. It can focus more on marketing and customer interaction. However, it is very difficult to create a single endless set of products, which will be suitable for all markets and customers.


BetProduct experts say that aggregators should approach the scalability aspect from the other side. For example, if it is impossible to create a single portfolio suitable for any operator, customer, and legal regime (for example, regulations for gambling in Europe), it is necessary to localize a product. This solution solves several problems simultaneously:

1.            It minimizes an operator’s market expenses on the individual customization.

2.            It increases demand for the localized content.

3.            It increases the effectiveness of bonus and analytical systems.

In such a way, aggregators cover the whole volume of available games, attract the same big number of players, but get an opportunity to choose between the integration of one thousand or one hundred various products more demanded in the targeted market.

For example, the BetProduct team provides services as a gambling aggregator based on approximately one hundred providers. Among them are such popular video slots, live casino, and other games developers as Endorphina, Spadegaming, BetSolutions, Betsoft Games, Ezugi, Habanero, OneTouch (Hub88), TVBET, Patagonia (Salsa Technology), Playson, Spinmatic, Tom Horn, Wazdan, and others. Each developer’s portfolio consists of up to 200 cross-platform and other products of various formats, which are aimed at different customer categories. An original game package or completely customized list are ready for integration. A single back office ensures their seamless supply to an end user. A company provides only licensed content and approaches the compliance with the requirements of the global gambling jurisdictions responsibly.

What services does a gambling aggregator offer?

Aggregation is a reliable business model that has occupied a separate niche in the gambling market. A gambling platform’s success depends not only on the set of a popular gaming content but also on its management system. BetProduct analysts have created a ranking of related services, which are included in the packages developed by popular aggregators.  

Games management

management casino

The option for games search and filtering them will provide an opportunity to operators to change a virtual platform’s settings without efforts. It is a crucial factor in a platform convenience for players. The majority of newcomers want to see what an operator offers at once, and loyal clients – to get the access to a favorite game in one-two clicks without scrolling. For categorizing, many operators include such categories as a game theme, developer, RTP (%), popularity on the website, bet amount, and payment systems. The list can be extended depending on the market peculiarities – an app’s language, currency, operational platform.

Common and favorable terms

An aggregator’s profit is a percent from selling a developer’s gambling product. If an operator makes a contract with a studio directly, the chances are that the fee will be higher and there will be additional expenses on maintenance. Aggregators driven by a large volume of sales offer gambling platforms services based on more favorable rates, which are the percentage from an operator’s monthly revenue. Besides, here you can find a detailed explanation of net and gross gaming revenue. In addition to this, the cost of their services is a single amount for a whole portfolio, not for each developer’s products.

Integrated support

An integrated support center provides operators with one resource where they can solve all technical problems connected with games supply to an end user. An aggregator supports a platform at every integration stage. When it is necessary, it holds negotiations with developers.

New content by default

Innovative developments, local updates, extension of technical capabilities, and other features are added without extra activity. An operator is the first to find out about an innovation and can choose or reject new content manually.

Customization tools

Aggregators casino

An integral component is tools for a platform interface management. Using them, an operator can sort content by categories, create local sub-categories, set a recommendation system for games based on the website statistics and other. A package may include basic interface templates. Aggregators provide customized designs and choose a set of tools by request.

Single bonus system

A module system includes tools for management and analysis of bonus offers in every game category and on a platform in whole. An operator gets a pool of bonus features and activates only those, which will attract target audience. The system allows players to get an unlimited number of similar and different bonuses simultaneously without infringing principles of responsible gaming (to prevent gambling addiction) set in certain jurisdictions. Bonus filter will help to select games by bonus types, amount, payouts currency, and popularity among customers.

Traffic speed

The problem of games streaming can appear on large platforms. To prevent an end user from experiencing interruptions, an aggregator ensures smooth processing of the whole transactions volume. At the same time, it also ensures uninterrupted operation of high-performance products provided by various developers. In case of individual contracts directly with developers, load on a platform will increase ratably because the data will be processed not by one hosting center but by several of them located throughout the world.

Local market tools

This criterion is very important for gambling providers as the local markets usually create the main stream of platform users. Players get language support, bets in a local currency, favorable terms for their conversion in an integrated payment system. A region also influences gaming preferences. An aggregator provides an option of a platform customization for the majority of locations and jurisdictions.

Regulatory aspects

Gambling aggregators

Aggregators provide a licensed content, which is certified beforehand, according to the requirements of the key world’s jurisdictions. With the reference to a constant overhauling of the gambling vertical, an aggregator has to monitor the legality of the provided content.


Gambling aggregators help operators to focus more on important tasks, financial questions, marketing campaigns, and consumer research. However, an aggregator takes the responsibility for the technical side of a platform operation. Together with the BetProduct experts, Login Casino have concluded that this solution will help web-based gambling providers to save time and resources as well as gain success in the market faster.

Read more: What are the Belgium gambling laws?

Read more: How to get a Curacao gaming license?

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