Modern online casinos work with many providers, and each uses different technologies, APIs, and data formats.
Connecting every developer’s solutions would require operators to build and support many integrations.
An aggregator completely solves this problem by uniting content from various vendors on a single B2B platform. iGaming project owners gain access to numerous titles through a single gateway, while developers gain an additional channel to spread branded content.
Casino Market experts explain how game distributors work, how they make money, and what benefits they bring to the industry.
Content Aggregator: About the Concept
One Gateway — Multiple Providers
Modern Online Casinos May Work With Dozens of Game Studios, Each Using Different:
- APIs
- data formats
- technical requirements
- GEO restrictions
What an Aggregator Does
Its Role Includes:
- integrating providers
- standardising APIs and data
- routing game sessions
- managing content availability
- applying regional restrictions
- monitoring technical failures
What Happens When a Player Launches a Game
When a Player Clicks Start:
- The casino receives the launch request
- The request is sent to the aggregator
- The aggregator identifies the correct provider
- The provider creates the game session
- Session data returns through the aggregator
- The game opens for the player
How New Games Are Added
Provider
- sends release data to the aggregator
Aggregator
- standardises the data
- verifies technical readiness
- checks certification and GEO availability
Operator
- receives the title through the existing integration
- decides where to place it in the lobby
What Operators Get in the Back Office
Content Management. Games Can Be Filtered by:
- provider
- category
- RTP
- volatility
- market
Availability Control. Management of:
- licences
- certifications
- GEO restrictions
Monitoring. Tracking:
- API errors
- server availability
- integration failures
Analytics. Performance Data for:
- individual games
- providers
- revenue contribution
- categories
Promotional Tools. Support for:
- tournaments
- jackpots
- free spins
- bonuses
- leaderboards
Who Benefits
Operators:
- faster launches
- easier catalogue expansion
- lower integration overhead
- centralised management
- simpler multi-GEO scaling
Game Providers:
- faster market access
- fewer direct integrations
- broader distribution
Aggregators:
- the more reliable providers and operators connected to the platform, the more valuable the ecosystem becomes
How Aggregators Generate Revenue
Revenue Share
- A percentage of: GGR or another agreed revenue metric
Fixed Fee
- A recurring platform-access fee
Integration Fee
- One-off charges for: API integration, configuration, testing, launch
Hybrid Model
- A combination of fixed fee + revenue share
Examples
- Combines proprietary content with third-party aggregation
- A single integration can provide access to 1,000+ titles
- Its Silver Bullet programme helps smaller studios distribute content through Relax Gaming's infrastructure
Provides:
- a unified game gateway
- access to multiple studios
- content-management tools
- promotional functionality
Licensing and Certification
For Each Market, Companies May Need to Establish:
- whether their activity is regulated
- whether a B2B licence is required
- which technical standards apply
- whether direct operator relationships are permitted
Each Game Also Requires Checks For:
- developer identity
- permitted markets
- certificates
- testing results
- licence and age restrictions
Key Takeaways
- 1 API instead of dozens of integrations
- Multiple providers through one catalogue
- One back office for content management
- Compliance controls for GEOs and certification
- Analytics + promotions within one infrastructure
It is a platform that combines products from multiple providers and delivers them to operators through a single technical channel.
This eliminates the need for online casinos to integrate with each supplier separately. Once connected, entrepreneurs gain access to many slots, live entertainment, arcades, multiplayer fishing solutions, and other options, without complex settings or long wait.
The aggregator typically does not create titles. Its main task is to bring together content from various companies and ensure its technical transfer to business owners.
Operators work with only one counterparty. This is convenient, secure, and economically justified.
The aggregator has several groups of partners:
- Software vendors. They provide slots, arcades, and other products, as well as the necessary technical data and marketing materials.
- Online casinos and other iGaming platforms. Entrepreneurs connect to the aggregator to access numerous releases in a single session. This makes it possible to expand the catalogue faster without creating tech gateways for each manufacturer.
- Providers of entertainment portals. Aggregators can integrate with PAM systems, payment and wallet solutions, CRM, and other modules used on betting sites. That way, operators can integrate game content into their existing infrastructure, avoiding lengthy approvals and launch issues.
- Regulators and testing labs. They check the software and confirm its compliance with established technical and legal regulations.
How the Distribution Platform Works
The aggregator's work starts with connecting the providers of program components.
A separate integration is configured for each vendor, through which information about slots, cards, arcades, and other types of entertainment is transmitted.
Different suppliers may use different APIs, data formats, and technical requirements. To make sure that entrepreneurs do not have to adapt their portals, the aggregator translates these details into a unified and understandable format.
After connection, the distribution portal can:
- add information about new positions;
- change data on existing titles;
- pass requests between the operator and the provider;
- check the availability of content;
- take into account restrictions for different countries;
- monitor technical errors and failures.
Thus, the B2B partner takes on a significant part of the technical tasks and becomes the link between vendors and entertainment business owners.
Entrepreneurs can also interact with games from different suppliers through a unified interface. As a result, there is no need to log into the provider's separate systems to check content status or get additional product information.
What Happens When Players Launch a Video Slot
For users, activation is as simple as selecting a release and clicking the Start button. However, this is followed by several technical steps:
- entrepreneurs receive a request and determine which product their clients want to launch;
- the data is transmitted to the aggregator, which finds the necessary provider;
- the aggregator passes the request to the software vendor along with the session parameters;
- the manufacturer launches the selected slot machine and returns the obtained details;
- the aggregator transmits the received information to operators, after which the game is displayed on the user's screen.
This system lets project owners manage many products through a single integration. This speeds up title launches and helps prevent technical errors.
How New Releases Are Added Through the Aggregator
If a developer presents a unique slot, the process is usually as follows:
- the provider transmits release data to the aggregator;
- the B2B partner adds the information to the system and standardises it;
- the aggregator verifies the technical aspects and product certification for different markets;
- the entertainment becomes available through a previously configured connection;
- the operator chooses where and when to place the title in its online casino catalogue.
This lets operators access the latest releases without building a separate technical setup for each product. This simplifies scaling of iGaming projects, saving time and financial resources for business owners.
Tasks Performed by the Aggregator
Most B2B resources provide a unique back office. With its help, operators can manage content, control its availability, analyse results, and launch marketing activities.
Advanced Functionality
Its key features include:
- Entertainment library management. It is possible to filter games by provider, category, RTP, volatility, and other parameters, as well as select which titles will be displayed at the start of the catalogue or included in advertising campaigns.
- Availability control. This accounts for regional restrictions, licences, certificates, and other content distribution conditions. Such thorough analysis reduces the risk of accidentally offering slots in jurisdictions where they are prohibited.
- Game performance monitoring. The B2B partner checks the technical condition of connected solutions. The system records errors, integration issues, or unavailability of servers. This protects operators from large-scale failures and interruptions to the casino site’s operations.
- Content analytics. The aggregator can collect statistics on individual titles, categories, and manufacturers. A broad view helps operators assess which products are most in demand and drive stable revenue.
- Promotion and gamification tools. These include tournaments, jackpots, bonuses, free spins, leaderboards, and other options designed to increase audience engagement.
- Compliance support. Aggregators provide comprehensive information on certification, entertainment availability, requirements in selected jurisdictions, and the technical nuances of launching games in a particular region. This lets operators enter new markets quickly and scale their business seamlessly.
Top Distributors
In Europe, many companies provide not only access to content but also tools to manage it.
For example, Relax Gaming successfully combines its slot production with aggregated solutions from third-party studios.
Through a single integration, customers can install over 1,000 titles. This includes releases from Relax, entertainment from industry leaders (Playtech, Pragmatic Play), and offerings from startup providers.
The company's Silver Bullet program helps young studios connect to Relax Gaming infrastructure, create high-quality content, and promote it in the European market. The parent brand takes on some of the technical and regulatory tasks.
The SlotMatrix platform from EveryMatrix is another illustration of multi-tasking casino software.
The solution unites numerous studios and provides operators with access to popular products through a single gateway. The firm also offers tools for catalogue management and advertising campaigns.
How Aggregators Make Money
Their main income source is a commission for granting access to content and its infrastructure.
Depending on the business model, various options for collaboration can be used:
- Percentage of revenue. The aggregator receives an agreed-upon share of profit generated by games added through its platform. The payout can be calculated based on GGR (gross gaming revenue) or any other metric specified in the agreement.
- Fixed fee. Operators deduct a predetermined sum for access to the B2B partner's resources. This model allows for more accurate cost forecasting, regardless of the number of bets and performance of slot machines.
- Charge for integration. In some cases, funds are transferred for the initial connection, technical configuration of the API, testing, and launch of casino content. The same fee applies to additional work beyond the standard integration.
- Combined model. This is a mix of a fixed payment and a percentage of income. Entrepreneurs can buy basic access to the platform and then send a previously set part of the GGR monthly.
The specific scheme depends on the agreement between the aggregator, operator, and provider, the volume of integrated content, and compliance requirements in the selected jurisdiction.
Whether Aggregators Need a Licence
Whether a B2B partner needs a permit depends on the functions it performs, the data and products it handles, and the regulated market in which it offers services.
For example, in Great Britain, the UK Gambling Commission sets specific requirements for software vendors.
A company name does not determine its legal status. Calling itself an aggregator does not automatically exempt it from licensing.
The regulator takes a comprehensive approach to this issue. The authorities evaluate the brand’s actual activity, the technologies used, and the provided services.
Requirements for distributors may vary by jurisdiction.
Therefore, before entering a new market, an aggregator must clarify:
- whether its activities are considered managed;
- whether a separate permit is necessary;
- what technical tasks and informational challenges must be accomplished;
- whether it can interact directly with operators and providers.
How Necessary Software Certification Is
Each gaming product must comply with the regulations of the jurisdiction where it will be offered to the audience. These include requirements for the mathematical model used, RNG, technical security, session recording, and other parameters.
Therefore, the aggregator must not only technically connect the product but also control its legal operation in the selected country.
For each game, it is important to additionally check:
- the software developer;
- available sales markets;
- certificates and testing results;
- licensing and age restrictions.
In practice, aggregators often serve a dual purpose. They ensure secure content integration while also monitoring compliance with legal requirements.
Why a Distributing Portal Is Beneficial to Market Participants
An aggregator links key players in the iGaming sector—operators and developers. It simplifies technical interaction between the parties and allows each of them to reduce software maintenance costs.
The Owners of Gambling Projects
Entrepreneurs gain access to a large number of video slots through a single connection, instead of contacting providers individually. This reduces the time it takes to launch the latest releases and simplifies the technical support of entertainment sites.
Software Manufacturers
They get an opportunity to distribute their products to many operators without creating and maintaining separate integrations with each online casino.
This helps them focus on the development of new products rather than spending many resources on multiple connections and maintenance.
Collaboration with aggregators is especially valuable for small studios that want to enter the market but do not yet have their network of operators. Through a B2B partner, they receive a ready-made distribution channel, which makes it possible to quickly distribute their unique solutions.
Content Aggregators
Such companies build their business by uniting providers and entrepreneurs on a single platform. The more reliable suppliers and casinos are connected to the system, the more valuable such B2B services become.
Aggregators can earn money in different ways:
- receive a commission from GGR;
- charge a fixed fee for using the digital resource;
- apply a combined scheme.
The aggregation model accelerates the extension of new content and simplifies the interaction between companies. Operators can more easily expand their product range and find new customers, while manufacturers can scale their catalogues.
The Main Things about Distribution Platforms
Aggregators act as a link between key market participants — developers and online casino owners.
Aspects that should be taken into account:
- Such services combine content from dozens of suppliers and tools for filtering or tracking game performance. They also monitor slot availability, ensure compliance support, and provide effective promotional tools.
- The list of top aggregators includes EveryMatrix, Relax Gaming, and many others. They offer professional technical support, help update the catalogue, and advise on entering international jurisdictions.
The Casino Market studio provides advanced software for the entertainment industry. From us, you can order certified slots, payment gateways, security solutions, CRM services, and much more.
Have questions or want to order services?
Contact our consultants:
- e-mail: manager@casino-market.com
- feedback form.
Check the information used to contact us carefully. It is necessary for your safety.
Fraudsters can use contacts that look like ours to scam customers. Therefore, we ask you to enter only the addresses that are indicated on our official website.
Be careful! Our team is not responsible for the activities of persons using similar contact details.
