Adrian Bailey, Managing Director of Pariplay , says aggregation platforms will enable game innovators to get to market faster by efficiently delivering up-to-date, localized content to operators while bypassing complex regulations. We explain why we can provide it.
It’s a well-known comparison that the state of gaming in the United States and Canada resembles the California Gold Rush of 1849. And it’s very plausible, given the staggering numbers that keep coming out of North America.
The United States is the fastest growing online gambling market in the world. Even in the early stages of state-by-state regulation, it will account for 10% of global online GGR in 2021, with the latest projections that the country’s total online sports betting and gambling market will reach US$24.1 billion by 2026. supposed to be reached.
Meanwhile, in Canada, the combined online sports betting and gaming market is estimated to exceed US$2 billion by 2022. This includes Ontario, which is expected to become one of the largest iGaming markets in North America, estimated to generate US$2.54 billion by 2026. So it’s only natural to think that Canada will be an important hub for our business.
With the right partner, your chances of breaking into the North American iGaming market are enormous. Rich content, speed to market, deep knowledge of localized products and player preferences, and effective marketing tools to attract and engage players.
As everyone rides the speed train of growth, operators can no doubt streamline time to market in an organized manner with trusted and professional suppliers who really know how to deliver and support iGaming content. will do. However, these partners are characterized by access to some, but not all, of the content available, allowing for a more targeted approach depending on business size and geography.
Player tastes vary by state and region, so it’s important to offer games that meet local needs. A buffalo-themed game would be acceptable to players in any region, but players in New Jersey might not like the British-style pub fruit machine. Similarly, players in West Virginia may not be as emotionally attached to branded games about soccer stars.
Providing narrative entertainment is a key factor in keeping players entertained. They prefer to immerse themselves in alternate worlds, lands and stories. We strongly believe that not only data, but working with partners to deliver games that resonate with each region will be a key differentiator.
Effective marketing tools for engaging players and cross-selling new game types will also be of great value to operators. Gamification tools are essential, and Pariplay® enables them to be implemented in thousands of games from multiple suppliers.
Products like tournaments, free spins, bonuses and raffles all require no additional integration work. Additionally, all third-party jackpots and in-game marketing tools are fully supported by our back office, ensuring operators have maximum accessibility from all products in their portfolio.
In terms of rapid market access, aggregator partnerships are the most efficient and cost-effective method for all game studios. For example, it took Pariplay® approximately 12 months to obtain a provisional Igemi’s supplier license in Michigan. That means a lot of time, labor, and money just to get licensed, even before you consider technical setup, game certification, and customer integration.
This is a huge undertaking for any company, big or small. For smaller studios, this arduous process can lead to a lack of focus on content creation and commercial deals. Ultimately, aggregators offer gaming innovation dreamers a realistic way to bring their vision to life for a fraction of the cost of standing in front of US gaming regulators and major operators. can be viewed as doing.
There is an old saying in the United States that “the best baseball players are never seen or heard of because they never get on the field.” There is a small game company out there that may have created the greatest game of all time that no one knows about.
Without programs like Pariplay®’s Ignite®, gaming partners would not have had the technical competence to participate in RGS, and good ideas might not have had the chance to make it into the real world. Hmm. Fortunately, that is no longer the case.
The bottom line is that as US states and Canadian provinces open up, aggregators will play an integral role. We believe that solutions like ours can lead all stakeholders to victory with great service and innovative content produced by thousands, not dozens, of the talented minds of the iGaming community. Greater choice and true creativity in products and engagement tools will benefit everyone from operators to players.