With aggregation platforms now established as an essential vehicle for games studios launching their latest titles, Shivan Patel, Commercial Director at Pariplay, explains how they can also play a comprehensive role for both suppliers and operators looking to enter new markets around the world.
CasinoBeats: What are the pain points that selecting the right aggregation partner can solve for games suppliers and operators?
Shivan Patel: Our first priority as an aggregation platform, above everything else, is to make life as easy as possible for all of our partners. If they can see that they get superior results through working with us, while also putting in far fewer hours in the process, then it is beneficial for all stakeholders.
For studios, it means they can concentrate fully on making great games and for operators, they can focus on honing their marketing messages to build their brand, without worrying about compliance issues or multiple time-consuming integrations.
Operators in particular need to get to market quickly when new regulated jurisdictions open up for business. As a platform, it is a crucial focus of ours to gain swift access and we strive to be among the first stakeholders to apply for – and gain – licences, particularly across emerging states and provinces in North America.
Content is of course king and for those operators looking to pick up and retain customers in fresh markets, it’s essential they are able to put before players the widest possible selection of casino verticals, including games from both the biggest and best studios as well as independents that can serve the tastes of the local market perfectly. At Pariplay, this means providing first and third-party content through our Fusion platform, or through Ignite, a programme which sees a collection of different suppliers building titles on our platform. These are messages we will be delivering during our meetings at SBC Summit Barcelona 2022.
CB: How important is flexibility at a platform level?
SP: Every operator has different requirements of a platform and increasingly, the industry is moving away from a one-size-fits-all approach to platform provision. From a content perspective, operators want and need to be able to differentiate from the competition and must offer players in any given locality the types of entertainment they want.
It’s all about serving the customer with what they need in order to achieve rapid growth. A modern, multi-channel gaming platform contains every element needed to launch a successful business. This ranges from player acquisition and retention right the way through to the widest possible selection of games and the implementation of responsible gaming tools.
At Pariplay, agility and flexibility are at the very core of our business. We see it as an absolute necessity to be able to deliver everything a customer requires.
CB: What kind of insights can you offer to your supplier partners?
SP: It is entirely down to the scope and scale of the supplier in question. For some of our partners, we will offer advice based around which games are performing – or not – in particular territories, in addition to insights around particular mechanics or game themes. This can result in a targeted approach to content provision in a particular location.
We have access to a huge breadth of data, which we constantly strive to analyse in order to provide levels of insight that smaller platform providers can’t really match. That applies across not only content but also marketing, engagement, and more, for a complete overview.
In total, we are now working with over 150 operators and 85 suppliers, so that provides an idea of the weight of information we can process. At the same time, it’s important to remember that we are here to provide insight to our partners, but advice is all it is – they will always have the final say.
CB: How do you help to create a strategy for operators?
SP: The first step is to work closely with them to identify and understand their aims and goals. From that point, we can offer any level of advice and expertise that can help align with their overarching strategy.
As everyone in the industry knows, the world of igaming can change very quickly from one month to the next, so as a platform provider it’s very important that we constantly examine and refine our processes. While some partners will always be eager risk-takers, keen to make quick moves with market entries to try to gain market share, others will be more deliberate in their approach.
We serve both, as well as those that lie in between those two stools, equally. Once again, it comes down to the adaptability of our provision.
Pariplay’s Shivan Patel is a speaker on the ‘Removing the Aggro from Aggregators – Sustainable Business, Distribution & Market Access’ panel, part of the ‘Future of iGaming track at SBC Summit Barcelona 2022.
The conference and trade show takes place on 20-22 September at Fira Barcelona Montjuïc. It will see 6,000 delegates enjoy a 12-track conference covering all aspects of the international sports betting and online casino industries, an exhibition with 200 companies showcasing their latest innovations, and a programme of spectacular evening networking events.
Visit the SBC Summit Barcelona website to book your all access or discounted group pass.