iGaming Business magazine Gaming Platforms 2018 | Page 3

Gaming Platforms
2018
Selecting
THE RIGHT PLATFORM
for integrations
Operators who still spend months on integrating content haven’t been
paying attention to the new breed of provider using the latest technologies,
says Michael Brady
The evolving face of integrations
The reputation of integrations as a laborious
necessity is one that has been hard to shake, borne
of technical issues and complicated projects that
can drag on for months.
However, with recent advances made by a new
breed of fast-moving, proactive provider, this is
no longer the case, particularly for operators
using the latest technology. In an industry where
content remains king, those who fail to recognise
integrations for the opportunity they present risk
missing a trick.
Good integrations are not about simply
onboarding a new content supplier; they are about
doing so in a manner which creates additional value
for both sides and builds a deeper relationship
between operator, supplier and, ultimately, the player.
Historically, operators have gone about
differentiating their offerings with direct integrations
– an understandable but time-consuming approach,
given that each partner must be developed
individually. Now connecting with premium
suppliers can be quickly done via a single integration.
The key is having a great platform.
Maximising efficiency and return
A platform is the foundation of an operator’s
digital offering and therefore a core factor in
facilitating a slicker and more technologically
robust approach to integrations.
There is the temptation to stick with the
traditional when it comes to platform suppliers.
But if keeping up with player demand and
trends means having the best, most up-to-date
content, why would the same thinking not be
applied to platform selection?
Modern platforms are built with modern
operators in mind. Made with more flexible
technology to open up choice and give back
control to clients, these platforms mean that
integrations take weeks, not months, and give
operators the edge when it comes to providing
players with the ultimate online experience.
Getting the most out of newly integrated
content is a key consideration for operators
and one that is crucial to ensuring that it is
brought onboard efficiently and in a timely
and effectively targeted manner. The key
is onboarding new content through agile,
specialist platforms that are able to deliver
content via a single integration and where,
once a supplier is integrated, all operators
have access should they wish to use
their games.
This accelerates what can often be a slow
process, with content that is fresh and up to
date, particularly where deep integrations
are performed, giving operators the best
chance of keeping players engaged on a
long-term basis and increasing LTV.
Michael Brady co-founded
Bede Gaming Ltd in 2012.
He has more than 17 years
of experience in the online
gambling sector, gaining extensive
operator and marketing experience.
He was one of the first employees
of Cashcade Ltd (Foxy Bingo),
moving to Partygaming PLC
in 2009 and has founded five
businesses. He is a keen golfer,
an increasingly incapable
football player and an avid
reader of political biographies.
iGamingBusiness | Issue 110 | May/June 2018
76