GBC Time has interviewed — Alena Bekus, Deputy Head of SOFTSWISS Game Aggregator. SOFTSWISS is a global expert with over 15 years of experience in developing innovative iGaming solutions
In this interview, we discusses with Alena, SOFTSWISS Game Aggregator, the most promising markets, regulatory environment affect and key innovations and changes for Game Aggregation
What changes do you see in casino operators’ requests regarding your solutions?
Operators are showing an increased interest in localised content tailored to specific regions and markets to offer players the most relevant gaming experience. Content localisation goes beyond mere translation and involves adapting game themes to suit regional player preferences, like fruit slots, the Wild West, Scandinavian mythology, or horror. Additionally, it’s essential to consider the complexity of game mechanics, which varies across different regions. Also, it is crucial to tailor the offering to the most popular game categories in each region.
Our strength as an aggregator lies in delivering precise, in-depth analytics to our clients, including weekly or monthly reports on the most popular providers and games across various regions. Leveraging a vast dataset, we conduct all analyses based on anonymised client information. To gain more precise insights into local markets, we rely on statistics by the national currency rather than just by country, allowing us to track player preferences accurately.
Live games continue to enjoy high demand among operators, specifically live dealer games offering more interactive experiences for players. Beyond that, I’d like to highlight a growing shift towards deeper player engagement. Operators seek ways to incorporate achievements, bonuses, and other features that enhance player engagement.
How is the SOFTSWISS Game Aggregator adapting to new actors in the market and emerging technologies?
We keep monitoring the market to stay ahead of emerging trends, as technology doesn’t evolve overnight – it happens gradually. We spot innovations early to analyse their potential impact and determine whether they are worth adopting.
Have modern players become more demanding in terms of game quality and integrations?
Absolutely! With competition in the gaming industry at an all-time high, players are always looking for new and exciting content, and we are always striving to deliver top-tier content that engages players.
But great visuals alone aren’t enough anymore. Today’s players expect perfect performance – smooth, error-free gameplay, seamless mechanics, and instant responsiveness. Speed also matters, especially when it comes to processing big wins. Fast, hassle-free withdrawals aren’t just a convenience, they’re a key factor in building trust and long-term loyalty.
Which markets are currently the most promising for aggregator expansion?
Right now, Latin America, South Africa, and Europe are the key regions we’re focusing on. Latin America, in particular, stands out as we recently secured certification in Peru and Brazil and are expanding in Mexico — the region’s largest and fastest-growing gaming markets.
How do changes in the regulatory environment affect your business?
Of course, regulatory changes impact business, but we see them as an opportunity to demonstrate our adaptability and strategic thinking, which are critical for working in a dynamic sphere like iGaming.
Every region has its own set of rules – some stricter, some more flexible – but for us, staying ahead is key. That means we’re always prepared to invest in certifications and make necessary technical adjustments well in advance to secure compliance.
Adapting to change isn’t just about reacting fast – it’s about navigating the system with agility and precision. That’s where our business development experts come in. They’re not just there for support, they’re on the ground, bringing local expertise to help our clients tackle new challenges head-on. Their insight allows us to stay ahead of regulatory changes, making sure compliance isn’t a hurdle, but a seamless part of the journey.
Of course, entering regulated markets comes with risks. Before making a decision, we carefully assess customer demand, regulatory complexity, and potential return on investment. With our industry expertise, proactive compliance strategy, and strong team, we don’t just navigate risks – we use them to fuel growth.
In the end, regulation is always a challenge. But it’s challenges that drive us to be more flexible, improve our processes, and strengthen our position as a trusted partner in regulated markets.
What do operators look for in aggregators regarding compliance and legal alignment?
Many providers require operators to undergo compliance procedures before integrating their games, including licence verification, due diligence, etc.
At SOFTSWISS, we streamline the process both for operators and providers. We conduct independent operator verification to ensure secure and legally compliant partnerships, managing all necessary documentation. This allows operators to complete a single compliance check with us, eliminating the need for multiple reviews with different providers.
We implement technical changes in the Game Aggregator in accordance with regulatory requirements for all the providers that we work with and that are permitted in the regulated market. This means that clients receive the necessary technical updates and compliance adjustments through our product for multiple providers at once, eliminating the need to adapt their system separately for each one.
What key innovations or changes are you planning in the next few years?
In the coming years, one of the top priorities is enhancing engagement mechanics available through our Game Aggregator, including seamless integration of the Jackpot Aggregator and its new features.. Another innovation will be the introduction of tournaments, where players can compete on leaderboards and earn rewards – driving competition and fostering a strong community.
Our ultimate vision is to transform the Game Aggregator into a comprehensive engagement ecosystem, enabling operators to seamlessly combine premium content, engagement, and advanced player analytics, delivering an unmatched player experience that captivates players and keeps them coming back for more.
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