Choosing a game aggregator is one of the most important decisions for any online casino operator. It affects your product range, your margins, your operations, and even your reputation.
At first glance, most aggregators look similar. They promote thousands of games from dozens of providers. But once you move past the marketing numbers, the real differences begin to show.
In this guide, we will walk through how to choose the right game aggregator for your market. If you are keen to know more about How Game Aggregation Works then you can review the related article.
Start With Your Market, Not the Game Count
Many operators begin by asking: How many games does the aggregator offer?
This is understandable. A large catalogue looks impressive. However, in real operations, most casinos actively rely on only a portion of their game library. So, what matters more is whether the available content fits your target audience.
Thus, before choosing a specific aggregator, you should have a clear mindset about:
- Which markets are you targeting?
- Are you focusing on crypto or fiat players?
- Do your players love crash games, live casino, or any other niche content?
- Do you need specific regional providers?
A strong aggregator should match your market strategy. Therefore, they should be able to provide you with the top-notch content that resonates with your audience.  Â
Verify Licensing and Compliance
After identifying your target regions, you should immediately check which aggregators are legally allowed to provide their software solutions to online casinos operating there. Moreover, consider that it is not enough for the aggregator itself to hold a license or permit. The individual game providers within its portfolio must also meet the regulatory requirements of your specific markets.
This is especially important if you plan to operate in regulated jurisdictions or expand into them in the future. If key providers are not approved in your target region, your available catalogue may shrink significantly after launch. In that case, a large game library on paper will not translate into a strong product in practice.
By confirming licensing early in the process, you avoid costly changes later and ensure that your growth plans remain realistic and achievable.
Check the Provider Library Carefully
Once your market is defined and compliance is clear, you can review the provider list in detail. At this stage, you need to check out the number of games and their relevance too. You must know what games from the specific provider’s library are popular in your market, and this doesn’t only include slot games.Â
For instance, if you are targeting Latin America, you should know that crash games are also popular in this region. Industry reports note high popularity with markets like Brazil, Mexico, Colombia, Peru, and Argentina.Â
Cultural fit is also very important. Themes, symbols, and visual elements of slot games can perform very differently across regions. Some games resonate strongly in one country but underperform in another. So, you should choose an aggregator that understands regional demands and can guide you toward content that fits culturally, not just technically.
Moreover, keep in mind that a strong aggregator should offer a balanced mix of well-known global brands and regional suppliers that resonate with your audience. The goal is not always to have the longest list of games possible. Instead, you want a portfolio that supports your positioning and meets player expectations in your chosen markets.
Make Sure Localization is Covered
Localization is the next considerable factor. In essence, it’s about adapting the gaming experience to match the expectations, habits, and requirements of a market. Let’s break this down clearly.
First of all, language matters. Players are more comfortable when games, rules, and bonus descriptions are available in their native language. But localization goes deeper than that and encompasses:
- Game interfaces in local languages
- Correct translations of game rules and features
- Local customer support compatibility
- Localized promotional materials
Promotional materials are the clear responsibility of aggregator. But, game interfaces, rules, and features can not be changed by the aggregator itself, only by the provider of games. So, you must ensure that the aggregator has such localized content from the provider integrated into its library.
Moreover, localization also includes the legal requirements, such as:
- Market-specific RTP settings (where required)
- Responsible gaming features aligned with local rules
- Jurisdiction-based game availability
- Proper certification for regulated regions
Technical Flexibility, Speed of Integration, and Scalability
Technical flexibility refers to how easily the aggregator adapts to your platform, business model, and future plans.
In practice, this includes several things.
First, the API structure. A flexible aggregator provides clean, well-documented APIs that allow your team to control game launches, session handling, bonus mechanics, and reporting without unnecessary restrictions.
Second, configuration options. Different operators have different needs. Some may want specific lobby sorting logic. Others may require custom bonus triggers, regional content filtering, or tailored game categories.
And third is the compatibility with your existing tech stack. Whether you use your own platform or a third-party solution, the aggregator should integrate smoothly without forcing major architectural changes.
Speed of Integration
Well, to put it frankly, the compatibility is not the factor that you should worry about a lot, because game libraries can be easily configured to match platform requirements. But it does not always affect the speed of integration, and that’s the thing you need to consider. Speed of integration refers to how quickly you can go from signing the contract to launching games live.
And this includes:
- How clear and complete is the technical documentation
- How responsive is the aggregator’s technical team
- How simple is the certification and testing process
- How smoothly game providers are activated
A slow or complex integration can delay your launch by months. That affects marketing plans, partnership timelines, and revenue projections. So, you need to pick the aggregator that has a well-organized technical process, documentation, and diligent, responsive team that takes care of the launching process.
Scalability
Scalability is about what happens after launch. Many systems work well with low traffic. The real test begins when your player base grows or when you experience peak activity during promotions, tournaments, or major events. So, when we are speaking about an aggregator, scalability means that their system can handle high volumes of simultaneous game sessions on the games that they’ve provided to your platform.
If scalability is weak, you may start seeing interrupted sessions, delayed callbacks, or balance inconsistencies during busy periods. Sometimes, the game might not launch. All of this leads to support tickets, manual corrections, player dissatisfaction, and so on. And you don’t want to go there. So, it’s always better to ensure that an aggregator has a scalable system before directly starting the integration deal.Â
Review Reporting and Data Access
After launch, your aggregator becomes a major source of operational data provided through their back office, with which you will have access.
At the most basic level, you should be able to see how your portfolio performs. This includes turnover, GGR, bet volume, win amounts, and RTP by provider and by game.
But basic numbers are not enough. Strong reporting allows you to:
- Compare providers side by side
- Track performance by country or currency
- Monitor daily trends during campaigns
- Identify underperforming content
- Detect unusual activity early
Another important factor is to receive this data in real time. Real-time access is important when running promotions or large campaigns. If you launch a tournament or bonus campaign, you need to see how traffic behaves immediately. Delayed reporting slows down decision-making and makes optimization reactive instead of proactive.
Beyond dashboards, it is important to know whether you can access raw data through APIs or exports.
This allows you to:
- Integrate data into your internal BI systems
- Build custom reports
- Cross-check financial reconciliation
- Automate performance analysis
If data access is restricted, you may struggle to build advanced reporting or scale operations efficiently.
In short, you have to ensure that the aggregator not only delivers games but also gives you control and visibility into how those games perform. So, it’s a must to consider these factors when choosing an aggregator.
Understand the Commercial Model
While reporting affects optimization, the commercial model affects profitability.
An aggregator may offer a strong portfolio and stable infrastructure, but if the commercial structure is unclear or unfavorable, it can limit your margins.
1. Revenue Share Structure
Most aggregators operate on a revenue share basis. However, the percentage structure can vary.
You need to understand:
- How revenue is calculated
- Whether different providers have different rates
- Whether there are tiered agreements
- How negative carryover is handled
Small percentage differences can have a major impact when scaled over months or years.
2. Hidden or Additional Costs
Beyond revenue share, check for additional fees.
These may include:
- Setup or integration costs
- Provider activation fees
- Monthly minimum commitments
- Fees for promotional tools
- Technical support charges
If these are not clearly explained at the beginning, they may reduce your expected margins.
3. Transparency and Long-Term Flexibility
A strong commercial model should be transparent and predictable.
You should clearly understand how your margin behaves as volume increases. Ideally, the structure should reward growth rather than penalize it.
It is also important to consider flexibility. If your business model changes, can the agreement adapt?! Are you locked into long-term commitments without performance clauses?
This is why you should understand the commercial model before you choose an aggregator. By following this way, you are ensuring that your aggregator supports your sustainable growth, not just short-term expansion.
Final Thoughts
Choosing the perfect game aggregator for your market is not about selecting the provider with the biggest catalogue or the loudest marketing message. It is about making a structured decision based on your market strategy, regulatory environment, technical requirements, operational goals, and long-term financial plans.
When market fit, licensing, localization, technical flexibility, stable performance, clear reporting, and a transparent commercial model all align, your aggregator becomes more than a content gateway. It becomes a reliable infrastructure partner that supports growth instead of slowing it down.
Take the time to evaluate each of these areas carefully. The right decision will not only improve your current operations but also create a stable foundation for scaling into new markets with confidence.