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IFORIUM Q&A Iforium GIO caught up with Iforium CEO,


Phil Parry, to learn a bit more about the industry’s leading aggregator partner of choice.


GIO: Can you tell us a little about Iforium to kick things off? PP: Iforium was founded in 2006 on the Isle of Man and we’ve been there ever since. We’re best known for our Gameflex platform – which provides casino aggregation and bonusing – and totals over 9,000 games supplied by more than 100 vendors. We’re also independent, global, and by far the largest aggregator in the industry; both via our catalogue of games and in regard to successful integrations completed.


GIO: Who are the key personnel behind Iforium and what’s their industry background? PP: Our core team members have all been involved in the industry for the last 20 years. The majority of our leadership have been with the company since day one, which is testament to our culture and dedication to what we do. When it comes to specific backgrounds within the industry, it’s certainly wide-ranging! We’re all tech experts at heart and have nearly all been in online gaming for most of our working lives.


GIO: What are the hottest markets for expansion right now? PP: The recently regulated US market – where we have just gone live in New Jersey and will enter more regulated states shortly – is the one on everyone’s minds, including ours!


Although, while the US no doubt has massive potential there are also other plenty of exciting places to be thinking about. Spain is one, which we’re seeing significant activity in at this time. Alongside, the emerging regions of Central and Eastern Europe – where we’re going live with multiple operators – also has excellent growth potential.


At this point in time we’re a million miles away from the regulatory wild west of the early 2000s


GIO: What are the principal regulatory challenges one has to keep in mind? PP: Ensuring stringent regulatory compliance while delivering a seamless player experience is always a balancing act – and one which we do best given our experience as one of the industry’s leading aggregators. Each market has different regulatory requirements, and the challenge for operators is to ensure they can be compliant in each jurisdiction they are active in, while offering games from the industry’s most popular content providers – which we do for them.


GIO: What can aggregators do to better improve the process between regulators and content providers? PP: In Iforium’s case, our Gameflex platform acts as a bridge between multiple content providers. As the middleman, we ensure this is ‘sanitised’ in that all content meets the regulatory demand of whichever market it is required to operate in. Where appropriate we also overlay our regulatory solution specific to the jurisdiction and local requirements needed to operate. Looking to the future, I believe this will be expected of every aggregator – taking such solutions from ‘nice-to-have’ to a ‘must-have’ requirement to operate.


GIO: Can aggregators help bridge the tech gap between operators and game suppliers to help reduce problem gambling? PP: In short – no. In our case, we only provide the technical controls as the B2B partner. It’s the job for the B2C side to be responsible for problem gambling given that it is the front-end that interacts with the player.


That is not to say we’re not looking to contribute, as we’re all pulling in the same direction! Support on


94 OCTOBER 2019 GIO


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