In the fast-paced iGaming industry, offering a diverse selection of games is crucial to attracting and retaining players. Nonetheless, building a strong game library when starting an online casino can be a complex task, especially when it comes to working with multiple game providers. This is where casino game aggregators come in.
Game aggregators, also known as game hubs or aggregation platforms, make this process easier. They allow online casino operators to access thousands of games from different developers, all through a single integration. So, instead of signing separate deals and managing multiple systems, operators connect to one or several aggregators’ platforms that bring everything together.
In this article, we’ll explain what game aggregation is, how casino game aggregators work, and why so many casino businesses rely on them. We’ll also examine their primary benefits and compare them to direct integrations from developers. We’ll also discuss why it is more favorable for operators to connect with aggregators rather than game developers.
How Casino Game Aggregators Work – What They Do
Game aggregators serve as a bridge between online casino operators and multiple game developers. Instead of operators needing to connect with each provider individually, aggregators handle the technical work. They integrate and manage games from different studios, delivering them to the operator through a single access point.
This is typically done through one unified game aggregation API (Application Programming Interface). With API, operators can easily add thousands of games to their platform. The aggregator handles updates, maintenance, and technical support, saving time and reducing complexity.
The whole process is not only simplified but also fast. In most cases, a game aggregator’s content library can be fully integrated into an online casino within just one week. It’s a cost-effective and time-efficient solution that helps operators launch or expand their game offerings with minimal hassle.
Why Online Casinos Use the Service of Game Game Aggregators
Online casinos use game aggregators because they simplify the process of adding new games. Instead of working with each game provider separately, operators can connect to the aggregator’s software and instantly access a wide range of titles from multiple developers. This saves time, reduces operational complexity, and lowers integration costs.
Game providers are not as generous as game aggregators in terms of partnering with operators. For instance, a renowned developer such as Pragmatic or NetEnt would not be interested in signing a deal with an average iGaming operator, because there’s no profit for them in this collaboration.
They might agree to provide their gaming content to some big operator, but at a much higher price than they would hand it over to game aggregators. So, the same operator will get a larger and more diverse library (including the games from Pragmatic and many other providers) through an aggregator at a better (cheaper) price. Upgaming’s game aggregation software is a great example — it’s a premium yet cost-effective solution that gives operators access to over 12,000 games from more than 200 trusted providers.
Additionally, operators can establish partnerships with multiple game aggregators, which they often do. Why? Because aggregators’ game libraries are not identical, and apart from libraries, their software solutions also differ. Thus, by connecting with various aggregators, operators gain access to a diverse range of games, software solutions, features, and deals.
Beyond convenience and diversity, aggregators also offer strong technical support and regular game updates. Operators benefit from faster launches, flexible expansion, and better player retention thanks to a constantly refreshed game library—all delivered through a single casino API.
What is Casino API, and how does API Integration occur?
API integration links different software applications by enabling them to communicate and exchange data through Application Programming Interface (APIs). So, the API is the enabler of content and data transmission between two systems (in our case, the operators’ iGaming Platform and the providers’ game aggregation software). Through this, these two elements perform joint functions.
Here’s how the integration typically works:
1. Understanding the Aggregator’s API
The game aggregator provides a set of APIs that define how its game aggregation platform can be accessed. These APIs include documentation that outlines how games are launched, how player sessions are managed, and how data (such as bets, wins, and losses) is exchanged.
2. Preparing the Operator’s Platform
The online casino operator’s technical team reviews the aggregator’s API documentation to ensure compatibility with their platform. This includes verifying endpoints, supported protocols, and integration requirements.
3. Establishing a Secure Connection
The two systems, operator and aggregator, are linked using standard protocols like HTTPS. This secure connection allows for real-time communication between platforms without risking sensitive player or transactional data.
4. Integrating Game Content and Features
Using the API, the operator pulls in game content from the aggregator. This includes everything from game thumbnails and titles to the actual game functionality. Once integrated, players on the operator’s platform can launch and play games directly, with results and actions communicated instantly via the API.
5. Testing and Launching
Before going live, the integration is thoroughly tested. So that the gameplay runs smoothly, data syncs correctly, and the user experience meets expectations. After passing tests, the new game content becomes available to players.
6. Continuous Communication and Updates
Even after launch, the API maintains synchronization between both platforms. This includes sending real-time data on gameplay, managing updates to game versions, and ensuring new features are delivered without requiring manual adjustments.
Main Benefits for Casino Operators
Working with a game aggregator provides online casino operators with a strategic advantage, enabling them to streamline operations, enhance the player experience, and grow more efficiently. Below are the key benefits explained in detail:
- Extensive Game Library
Aggregators offer access to thousands of games from a diverse range of developers, both established names and emerging studios. This gives you the freedom to offer players a well-rounded portfolio that includes slots, table games, crash games, live casino content, and more.
- High-Quality, Trend-Focused Content
Casino game aggregators don’t just add every available game—they carefully curate content based on market trends and player preferences. This means operators gain access to high-performing, in-demand titles that have already been tested in the market.
Whether it’s a newly released slot with advanced features or a mini game with viral appeal, having popular titles readily available helps you attract new users and keep existing players engaged for longer.
- Simple API Integration
One of the biggest technical advantages is the ability to integrate everything through a single casino API. With just one integration point, you can connect to an entire suite of games without the headache of dealing with separate systems, compatibility issues, or repeated development efforts. It drastically reduces the time and cost involved in launching new games, ensuring smoother operation over time.
- Simplified Management
Managing contracts, compliance documents, updates, and support with multiple providers can become overwhelming. Aggregators take over this responsibility, acting as a central point of contact for everything. They manage the provider relationships, coordinate content updates, and handle technical maintenance, so you can focus more on marketing, customer acquisition, and growing your business.
- Faster Time to Market and Update the Library
In iGaming, timing is everything. It gives you a competitive edge to have the exact product at the exact time in your library. And this is what aggregators also provide: enabling the fast deployment of new games and features. Instead of waiting weeks or months to integrate a new game, operators can add it within days or even hours through their aggregator’s centralized system.
- 24/7 Technical Support
Many aggregators include round-the-clock technical support as part of their service. This means that if any issue arises—whether a game malfunctions, a server crashes, or a player reports a bug—the aggregator’s support team is available to step in. This reduces downtime and ensures a smooth, uninterrupted gaming experience for your users.
All in all, by partnering with a casino game aggregator, operators gain more than just content—they receive a comprehensive solution that streamlines operations, enhances the player experience, and supports long-term growth.
Aggregator vs. Direct Integration: What’s the Difference?
When building an online casino platform, operators have two options for sourcing game content: working directly with individual game providers or partnering with a casino game aggregator. While both approaches have their use cases, aggregators offer a far more efficient and scalable solution — especially for operators looking to grow quickly and serve diverse markets.
With direct integration, operators must connect with each game provider individually, negotiating contracts, handling separate technical setups, and managing multiple updates and support systems. This can become highly time-consuming and technically demanding, particularly when scaling up.
In contrast, a game aggregation simplifies the entire process. Operators gain access to games from multiple providers through a single API integration. Aggregators also handle compliance across markets, centralize technical maintenance, and offer tools to optimize player engagement. The result is a faster time to market, reduced operational overhead, and an improved overall gaming experience.
| Feature | Game Aggregator | Individual Providers |
|---|---|---|
| Integration process | One API connects all games, reducing complexity and speeding up deployment. | Operators must individually handle compliance for each provider and market, thereby increasing legal complexity. |
| Technical Management | Aggregator manages updates, compatibility, and maintenance across all integrated games. | Operators must manage different systems, often with varying requirements and ongoing maintenance. |
| Regulatory Compliance | Aggregators support multi-jurisdictional compliance, helping operators navigate legal requirements in various markets. | Managing contracts, support, and operations with each provider separately is a resource-intensive process. |
| Game variety & Player Appeal | Access to a large, curated mix of popular and trending games from multiple studios. Easier to adapt to different player preferences. | Limited to the content and strengths of each provider. Harder to cover diverse player demands. |
| Operational Efficiency | Centralized game management, reporting, and support simplify daily operations. | Managing contracts, support, and operations with each provider separately is resource-intensive. |
Conclusion
Game aggregators have become a vital part of the modern iGaming landscape. By offering a single integration point to access thousands of games from multiple providers, they help online casino operators simplify operations, reduce costs, and deliver a richer gaming experience to their players.
Compared to managing individual provider integrations, aggregators offer greater flexibility, faster time to market, and enhanced support across technical and regulatory fronts. Whether you’re launching a new platform or expanding an existing one, partnering with a casino game aggregator provides the tools and content you need to grow efficiently and stay competitive in a fast-moving market.
