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How to Increase the Popularity of Casino Games: Expert Opinion

How to Increase the Popularity of Casino Games: Expert Opinion

Updated 30/05/2022

The first step towards earning good money is the creation of eye-catching colourful entertainment with interesting gameplay. The finished product needs to be properly distributed and promoted to ensure that you get the most out of your slot machine, card game, or bingo.

Casino games: popularisation

Gaminator Casino specialists offer the most high-quality distribution services.

From us, you can order the development of a video slot on an individual project, as well as marketing promotion of your products.

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The Main Participants of the iGaming Market

The casino industry is very multifaceted.

Prominent representatives of the niche are:

  1. Gambling studios. Manufacturers of HTML5 slots, table games, keno, and scratch cards. Their portfolio often contains effective in-game tools: jackpots, tasks, and bonus programs.
  2. Operators. Companies that offer players to gamble. They cooperate with dozens of studios, placing their content on their platforms. Business owners also interact with payment providers, security software vendors, marketers, and other companies that ensure the smooth operation of gaming sites.
  3. Aggregators. Casino providers collect and resell content. The final product can be presented in different versions: from a package of video games with an API installation option to a full-fledged platform with a multilingual lobby and built-in payment services.

How the Casino Games Distribution Market Works

Casino game distribution: market participants

According to the experts from iGaming Business, services in the iGaming sector are offered by:

  • 3 thousand operators;
  • 1 thousand development studios;
  • 400 aggregators.

In total, a little less than 3.5 thousand companies are registered in the gambling market but only 10% of them work in one direction: they create content, resell it, or manage online platforms. The remaining 90% are brands that provide complex services.

Let us consider the activities of several well-known iGaming companies:

  1. Yggdrasil. The firm creates and sells slot machines and also offers young studios its publishing services. The development and distribution of video solutions are based on the GDK toolkit, the brand’s unique solution.
  2. 1×2 Network. The manufacturer releases original games and acts as an aggregator of casino content. The company cooperates with 56 partners: 16 studios and 40 suppliers of ready-made iGaming platforms.
  3. Wozo Gaming. An independent developer of slot machines that also provides outsourcing services. The studio creates art games under the brands of its customers: casino owners and aggregators.
  4. Bet365. This well-known online operator offers casino games and sports betting options. The firm also has its studio — Bet365 Games. It produces HTML5 slots, bingo, keno, and lottery software.

Enterprises have built a multifaceted business structure that:

  • develops exclusive content;
  • distributes third-party games;
  • implements gambling entertainment.

This strategy helps entrepreneurs to make casino games as popular as possible. They use all available distribution channels placing slot machines on their websites and in gambling catalogues of aggregators and partners.

The payment format is different and, as a rule, it is negotiated on an individual basis. Young studios usually pay more for posting new content on the websites of aggregators.

As for the most well-known brands (Microgaming, NetEnt), their new games are already considered to be in demand. Most aggregators and operators would like to pay for placing content from Microgaming on their platforms.

Increase the Popularity of Gambling Solutions: the Experience of Top Developers

Let us consider how the best software vendors organised their distribution network:

iGaming studio

The number of involved



online casinos







Evolution Gaming



Pragmatic Play



Play'n GO



Such a well-known software vendor as, for example, Microgaming, cooperates with 560 casino operators and supplies slot machines to 91 partner aggregators, including popular platforms. Pragmatic Play, Play'n GO, and many other brands operate similarly.

How to Choose a Reliable Aggregator

Casino game aggregator: selection criteria

Key aspects that should be considered when looking for a platform to distribute casino games:

  1. Type of cooperation. Studios, as a rule, have 2 options: to be indicated as a partner or integrated into the aggregator’s engine. The second option is preferable. The developer of content gets access to all internal programs within the system — tournaments, missions, and leaderboards. On the other hand, full integration takes a lot of time.
  2. Region of the distribution. Some companies supply content to certain jurisdictions (for example, the CIS countries or Southeast Asia), and some provide international coverage.
  3. The popularity of the aggregator. Platforms with multiple distribution channels traditionally cover a broader audience. However, sometimes it is worth turning to small aggregators. Such firms offer favourable cooperation conditions: the games of one developer will definitely not be lost among the offers of other brands.

When choosing an aggregator, you should also pay attention to providers with a good reputation who have prestigious licences and certificates of conformity.

Advantages of Working with Gaminator Casino

This company is included in the list of the most reliable software vendors. It offers loyal terms of cooperation, as well as smooth and fast integration of solutions into the structure of any gaming site.

Key advantages of the Gaminator Casino system:

  1. A wide range of entertainment. We offer more than 400 HTML5 slots, table games, bingo, and keno from such world’s leading developers as Novomatic, EGT, Microgaming, Playtech, and many others. The catalogue of solutions is constantly updated.
  2. Effective in-game tools. Operators get access to our system, the Free Spins function, multiplayer tournaments, and the CRM program.
  3. Practical lobby. Gamblers can change the currency and language of the game, spin the reels in a test mode, set the denomination, and take advantage of other useful settings.
  4. Cross-platform environment. All types of casino entertainment can be launched in all browsers and operating systems. You can play on mobile gadgets, desktop devices, and land-based equipment (consoles and self-service terminals).
  5. Several integration options. We offer a seamless batch installation based on Seamless and Wallet API protocols.

To learn more about the conditions for buying or renting games from the Gaminator Casino system, please turn to our managers.

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The Main Things about Making Casino Games More In-Demand

A correct distribution of gambling content is a short way to reach a larger audience and increase revenues.

  • About 3.5 thousand companies that are focused on several business areas at once work in the gambling industry. Studios cooperate with many aggregators and operators and also distribute content on proprietary API platforms. Distributors often open small locations or create content under the customer’s brand.
  • The key to the effective promotion of unique games is interaction with many market participants, including both large aggregators and owners of small casinos.
  • Reliable distributors have a large audience, licences issued by prestigious jurisdictions, and certificates of conformity. You can work as a nominal partner or choose the full integration of solutions into the aggregator’s engine.
From Gaminator Casino, you can rent games created by trusted software vendors or buy ready-made casino systems characterised by full functionality.

The Gaminator platform is presented in 3 basic versions: it can be used to work in land-based gambling halls, on websites, and mobile platforms.

If you want to reach a larger audience, just contact our managers.

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Artur Zimnij
Artur Zimnij
Gambling business specialist
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