Interactive
AGGREGATION PARTNERSHIPS GAMES INC.
Games Inc: Te two R’s: Reach and Reputation
Jason O’Shea, Commercial Director at Games Inc, assesses what aggregators are looking for in a smaller partner and what a third party must bring to become part of a network.
Games Inc recently announced aggregation partnerships with Relax Gaming and NetEnt. Could you tell us more about the agreements?
Jason O’Shea, Commercial Director, Games Inc
Games Inc is still in the early stage of its life so for now we want to enter as many markets as possible in order to build momentum behind the company. We have created games for specific markets in the past and we are now looking to launch those games in additional jurisdictions. For any company in this space, you need exposure in as many markets as possible to learn what is and isn’t working and how to drive your product and offering forwards.
P96 NEWSWIRE / INTERACTIVE / MARKET DATA
Te agreements with Relax Gaming and NetEnt have allowed us to increase distribution of our games and those of our third-party providers via two highly respected brands. We worked closely with NetEnt in the early days of developing its Connect platform, forging a close relationship with the team in the process.
In terms of Relax Gaming, they are one of the most established and mature aggregators in the market, providing distribution to a number of operators in different jurisdictions.
From a developer’s perspective, what do you look for in a potential platform partner?
From a technology perspective, it is all about the quality of the technical documentation we are provided with as well as the assistance and support given. Tese qualities are crucial to ensure smooth and seamless integrations which ultimately leads to the success or failure of a partnership.
We also consider the scale and scope of the distribution offered and how operators take the content – can they take different content in different markets, for example. Te reputation of the platform provider is also important, which is why we have so far partnered with established providers such as NetEnt and Relax Gaming.
So, it really comes down to the two R’s – reach and reputation.
Is the strategy to enter as many markets as
possible to maximise global brand exposure, or do you specifically target markets that will respond well to your games offering?
Games Inc is still in the early stage of its life so for now we want to enter as many markets as possible in order to build momentum behind the company. We have created games for specific markets in the past and we are now looking to launch those games in additional jurisdictions.
For any company in this space, you need exposure in as many markets as possible to learn what is and isn’t working and how to drive your product and offering forwards.
What unique selling points must a third party bring to either build games on an aggregators Remote Game Server or become a part of their network?
For Games Inc, we look for third-party developers that have creative and innovative ideas but also a bit of prior form. Tis could be someone that has worked in-house for one of the big developers and has opened their own studio or a new studio with a few games under its belt. Tis is because they have experience in bringing games to market and know the challenges they will face and how to overcome them.
For us, this means we do not waste resources and that games that are launched via our platform are of demonstrable quality.
How competitive is signing up to aggregation platforms?
Te whole market is competitive, not just signing
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