Game aggregator vs direct Integration: How operators should choose a content strategy

In today’s iGaming market, operators face a crucial dilemma: should they partner with a game aggregator or manage direct integrations with individual providers? To unpack this question, we spoke with Ekaterina Semashko, Head of Account Management at SOFTSWISS Game Aggregator, about the real operational impact behind both approaches and what operators often underestimate when making this decision.

Q: Ekaterina, many operators still debate whether to work with a game aggregator or integrate directly with game providers. Why does this question come up so often?

Because on the surface, direct integration looks very attractive. Operators think: ‘We’ll just connect a few providers we like and we’re done.’ And if you’re running a very small operation with a limited roadmap, that might sound reasonable.

But in reality, content strategy rarely stays static. Operators want to grow, enter new markets, add new studios, react to player demand, and so on. That’s where the complexity starts to show. The question isn’t really about how to launch, but about how to operate and scale over time.

Q: What does that complexity look like in practice when operators choose direct integration?

It builds up very quickly. Each provider comes with its own API, technical standards, and update schedule. Every integration has to be tested, deployed, and then maintained whenever the provider changes something on their side.

On top of that, there’s no unified reporting. Operators end up pulling data from dozens or hundreds of different sources. Support is fragmented. If something goes wrong, you need to contact each provider separately and wait for responses.

Besides the technical, there are the commercial and legal sides. Negotiating contracts, managing invoices, tracking certifications, making sure every provider is compliant in every market – that’s a lot of ongoing work.

You might be tempted by the opportunity to control every relationship directly and potentially negotiate more favourable commercial terms. But many operators underestimate the number of internal resources this actually consumes.

Q: So how does working with a game aggregator change this picture?

A game aggregator simplifies the entire setup. Instead of managing hundreds of separate integrations, operators connect once and get access to a full portfolio of content.

With the SOFTSWISS Game Aggregator, that means access to over 40,000 games from 300+ providers, all delivered through a single API. Content updates happen regularly with minimal technical involvement from the operator. Reporting is unified. Support is centralised.

From an operational point of view, this removes significant overhead. Teams can focus on running and growing the business instead of constantly fixing integrations or chasing multiple providers.

Q: Beyond the technical integration, what support infrastructure does SOFTSWISS provide that operators would need to build themselves with direct integrations?

Support infrastructure is where the operational difference becomes most visible. Each operator works with a dedicated account management team that knows their business and can coordinate across providers when needed. Additionally, the SOFTSWISS Game Aggregator provides 24/7 customer service in multiple languages.

We run an automated helpdesk for common questions and provide ongoing support throughout integration and setup. The back office gives operators centralised control over their game portfolio, with tools to track performance and run analytics – all in one place instead of logging into 300 different systems.

Q: Speed is often mentioned as a key advantage of aggregators. Where does that speed really come from?

Speed comes from standardisation. When everything runs through one integration, you don’t need to repeat the same work over and over.

This is especially important for market expansion. Pre-certified content means operators can enter regulated markets much faster, instead of waiting months for individual provider certifications. That alone can be a deciding factor in competitive markets, like booming Brazil or skyrocketing South Africa.

There’s also speed in day-to-day operations. When a new game is released, it’s already available. When a campaign is launched, operators can use built-in, proven engagement features, such as our Tournament Tool, without extra development work.

Q: What about operators who worry about losing control by using an aggregator?

That’s a common concern, but in practice, it’s often the opposite. Aggregators actually give operators more control, because everything is managed in one place.

Operators have a dedicated back office where they can launch tournaments, analyse performance, and adapt content to different markets. They’re not jumping between dozens of systems to do basic tasks.

Control isn’t about how many integrations you manage. It’s about how clearly you can see and influence what’s happening on your platform.

Q: Are there cases where direct integration still makes sense?

Yes, but they’re quite specific. Direct integration can work if an operator runs at a massive scale, has a large in-house technical team, and only needs a small number of strategic providers in a single, stable market.

For most operators, especially those planning to scale, enter regulated markets, or optimise resources, a game aggregator is the more efficient and predictable option. It works well when you need a broad content portfolio without building a large technical team. Operators with limited technical resources can focus on their core business instead of managing integrations.

Q: Looking ahead, how do you see the content aggregation model evolving as the industry becomes more regulated and competitive?

Regulation is increasing across markets, and that trend will continue. Operators need partners who can navigate compliance across multiple jurisdictions. The aggregator model becomes stronger as regulatory complexity grows because operators are not managing certification separately for every provider.

Moreover, time-to-market now matters more than ever. Competition is pushing operators to launch faster and operate more efficiently. The ability to enter a new market in weeks instead of months creates real business value.

We are also seeing convergence between different product verticals. Operators want players to switch smoothly between casino, sportsbook, and other offerings. Our Game Aggregator fits naturally into such an environment because it is built to work with the broader SOFTSWISS ecosystem.

The question is not whether to use aggregation, but how to use it strategically. Some operators will run a hybrid model with an aggregator as their foundation, plus a few strategic direct relationships. Others will commit fully to the aggregator model for operational simplicity. Both approaches work, allowing operators to scale effectively.

Q: Finally, what is the biggest misconception operators still have about aggregators?

That they are just content hubs. In reality, a modern game aggregator is an operational partner. Yes, it’s about content, but it also embraces engagement tools, compliance support, analytics, and ongoing service. When operators see it that way, the decision becomes much more obvious.

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