Having been appointed as Head of Sales at igaming solutions provider Infingame, Ernest Lewicki has taken on the challenge of spearheading the development of the firm’s strategic sales plans. Here, he talks to CasinoBeats about aggregation, content diversity, and game personalisation on a granular level.
Can you begin by giving us an introduction to yourself and your background in gaming? How did you come to work at Infingame?
My journey into the igaming industry began back in 2021. This started with BETEGY, one of the industry’s first-ever AI-focused creative management platforms for ad-tech, servicing some of Europe’s biggest operator brands. We won multiple SBC and EGR awards during my time there, before I moved to Data.Bet, one of the industry’s leading odds providers.
I came to work at Infingame after seeing a lot about them online. I thought that what they were doing was truly unique to the igaming industry – they really set themselves apart as trusted innovators in the aggregation and sweepstakes space, especially across the Americas.
It was clear that Infingame was a trustworthy aggregation hub with a solid reputation for excellence. I could see that the company was on a strong growth trajectory and that was a journey that I wanted to be a part of. I liked what they were doing so much that I proactively approached their team about working for them, as they weren’t even advertising vacancies at the time. The rest, as they say, is history.
In your view, what defines a ‘successful’ aggregation hub? Are there certain criteria / factors that need to be taken into account?
There are certainly a lot of criteria that need to be taken into account when creating a successful aggregation platform. It’s an area I’m passionate about; and an approach we take seriously in our mission to be the fastest-growing provider across the Americas. The first, and arguably the most difficult, is technology. This is critical, and it means investing in, and building, the best tech team possible.
Technical excellence can be the defining factor for who becomes a market leader, and who fades into the background. Your partners want to be able to gain an edge over their competition, and Infingame is supporting them in doing exactly that.
The second criterion that you must carefully consider is what you choose to offer on your platform. Some providers in this industry (we won’t name names!) opt for a more ‘spray and pray’ approach in their platform; they try to partner with every single game studio or developer, which can be overwhelming for operators who need to sift through that content.
In my view, it is much better to take a more considered approach to the content that you offer. You need to prioritise quality over content – a mantra that Infingame stands by. We are quite particular with the content that we add to our platform.
Last but not least is the service you deliver to your customers. Our Account Management Team takes the time to fully understand what our operators are looking for, enabling us to deliver a bespoke selection of high-performing, localised games that we know will help them get ahead. Our partners have been consistently impressed with how we go above and beyond compared to the competition, and it’s an area we truly excel at.
Infingame has a breadth of content on its platform, with more than 15,000 casino games from more than 200 providers. Could you explain the importance of content diversity and how this is enabling Infingame to differentiate itself from other aggregation platforms on the market?
Having a wide variety of content is important as it gives us the flexibility to deliver a range of experiences for our partners. But, as I’ve mentioned, it is important to make sure that this content is relevant. There is very little use in rolling out sports betting content to a casino-only operator, right?
We are very fortunate to have more than 15,000 casino games on our platform, all of which have been cherry-picked by our team to ensure that the quality is the best of the best. This is a true testament to our Account Management team, as this has given us an edge over other platforms on the market – Infingame has become known as an aggregation platform that not only delivers a quantity of games, but also quality too. This is really what sets us apart from the crowd and will continue to do so as we expand across the Americas as one of the fastest-growing aggregation platforms on the market.
How do you maintain your edge in an increasingly competitive igaming market, especially in regions such as Latin America?
Latin America has been a major focus for Infingame, but the market is very quickly becoming very competitive. Infingame has managed to maintain its edge by developing additional, complementary features that we can add to our aggregation platform. From promotional tools such as tournaments, jackpots and bonuses, to elevated levels of personalisation, our mission is to offer the full package, and every element that an operator needs to be the best.
The team at Infingame has been working tirelessly to localise our product suite. Personalisation, on a granular level, has never been as important as it is now. This goes above the standard ‘switching language’ – we are making sure that we fully understand player preferences and market dynamics so that we can continue offering stand-out experiences for our partners.
How do you see the demand for different game types—like social gaming—evolving, and how is Infingame positioned to capitalise on these trends?
Social gaming has become a huge opportunity for growth in 2024, and I can’t see that changing any time soon. In fact, the US is the second largest market for Infingame in terms of GGR – that has largely been driven by the expansion of social gaming, more specifically sweepstakes.
Our strength of product has ensured that we’ve been able to scale in this area rapidly – and quickly making us one of the most in-demand emerging providers on the market.
As anyone who was at G2E recently will attest, this is now one of the hottest conversations in North America, and I don’t see that changing any time soon. The incoming demand for us means that I have no doubt that this will be a continued massive growth area for us, and one that I’m looking to talk about especially at SBC’s next event.