Simon Hammon is the CPO of Relax Gaming since 2018 and he has been a pioneer into the company’s aggregation services and proprietary content portfolio. Under his leadership, the company has cemented a strong reputation for driving the studio and growing it by delivering unmatched speed to market along with rapid, simple integration.
In this article, Simon is discussing the importance of integrity when it comes to growing a business into a competitive market such as iGaming.
When it comes to integrity, it comes to the core of any successful business. Integrity can provide a foundation for growth and can set standards that will impact every partner who interacts with the company. For online casino suppliers, integrity is now more important than ever. Because regulatory scrutiny is increased on the sector, the competition can rapidly intensify, and this means that a company can go into a sharp focus.
In addition, the market today is incredibly dried out so the competition is heavy. From the small independent studios to the rush of newcomers on the content of the delivery scene, the number of providers for online casino brands has increased. Compliance pressures and increased emphasis on corporate social responsibility has also changed the relationship between operators and suppliers. This gives a greater significance to partnerships that offer reliability and quality.
Gaining a competitive advantage isn’t just about providing a quality service but also about having a business model that is founded on experience that operators can trust. In addition, those that treat their partners with the same baseline respect, whether they are a popular operator or a newbie studio, will quickly earn a good reputation. In a world where the contest is heated up and large suppliers continue to be powerful in the sector with platforms that support third-party content in order to provide consistency and honesty across the board is even more important.
Up And Coming Studios Being Supported
Aggregation can be founded on different business models that run a single-brand platform. It requires to have the experience of working with a multitude of studios, each with different requirements. By owning just a well-known name in the supplier sector doesn’t mean it has proven proficiency in tackling the aggregation market’s unique challenges.
When it comes to integrating content from a host of independent game developers, technical challenges are almost inevitable, and a successful aggregation requires expertise in dealing with complications efficiently and swiftly. However, not every partner will need the same level of support across his platforms, but it is still important to treat each of them equally.
Supporting the studios is crucial because it will drive towards differentiation. By working with developers from different markets operators gain access to localised content that will target specific player demographics. Location is important for players because operators can understand their unique demands. This will help in creating diversifying portfolios with games that are tailored to different audience segments.
When we look at the global gaming market, we notice that there is no “one size fits all” approach. Each jurisdiction is made to come with nuances that cannot be disregarded. This goes deeper than offering content in multiple languages, instead, the themes are the ones that are more considered by local players, as well as mechanics.
Aggregators have a vital role in enabling quality where talented studios can build visibility in the industry. The competition is increasing with the entrance of the big brand suppliers and it is important that independent games developers continue to be helped with a fair route to operators, particularly to those who deliver innovation.
This will result that the aggregation model can maintain value by providing an accurate portfolio which is already screened for quality and player appeal through seamless integration.
Quality & Delivering Value
For a saturated market, there are a few ways where you can stand out from the crowd. However, it is required to have a dedication to high-quality standards which is combined with a willingness to challenge the negatives of any status quo. You also have to offer differentiation and commitment to deliver what you promised. There is a lot to say about the value in quality service, however, there is nothing more powerful than a well-considered product.
Today, a business can be founded on reliability, communication and flexibility will help to build a strong distribution network and will also help foster lasting partnerships with the studios that can add quality to the wider product offering.
For those that maintain a collaborative and open proposition that offers quality throughout the supply chain, from studios and suppliers to other platforms and operators, their future will be bright. Those who will be on top in this race will be those who have the experience, high-quality product and integrity to consistently go above and beyond player expectations.