iGaming Operator Spotlight: Choosing the Right Platform
Pick the wrong platform for your targeted player demographic and you might wind up staring at a very flat revenue flow. As most affiliates can tell you, players can be very loyal to their preferred platform.
Platform selection also locks you into a long relationship with your software provider. For that reason, operators who are looking to switch platforms would be wise to connect with a gaming platform that can provide the latest and great games players are clamoring for.
And with more regulated markets opening every day, factors like customer experience and personalized bonuses have become more important than ever.
Here’s a quick look at the top igaming platform and the features they offer for operators and the players they serve.
Microgaming is the 300-pound gorilla of the igaming software industry and has been a force in igaming since 1994. Along the way, the company has established a very good reputation amongst active players and operators alike.
With more than 600 games in their inventory, Microgaming offers plenty of options for operators, no matter what niche the happen to be chasing.
The company’s gaming software suite also offers deep customization options that allow operators to set up micro-marketing campaigns, loyalty programs and other promotional opportunities.
On the financial side, Micrograming allows operators to work with over 50 payment processors and offers robust financial tracking features.
With nearly 300 online casinos in their customer pool and a reputation for fair play, Microgaming has earned its place on the top of the industry.
Headquartered on the Isle of Man, Playtech has been in the igaming software platform business since 1999 and, with hundreds of games in its catalog, is considered one of the top two providers in the game.
As a publicly traded company, Playtech is careful to protect its reputation and its products are known for offering players a fair gaming environment and full regulatory compliance for operators.
Playtech also offers turnkey services for operators who are looking for additional support with marketing, financial services and customer support.
The company’s financial services department provides both client and customer service for more than fifty payment processors across the globe, including all the big brand credit card and e-wallet services.
With 15 years in the business, Net Entertainment (NetEnt) has plenty of experience in the igaming platform business, even if they don’t have the same name brand recognition as some of their competition.
NetEnt’s current game suite includes around 200 casino games that are in service with 70 online casino clients.
Though competing with the big names is a challenge, NetEnt has answered the call with a steady stream of innovations, especially on the mobile gaming side.
At this year’s EGR B2B Awards, NetEnt grabbed a number of big prizes including:
- Mobile Supplier of the Year
- RNG Supplier of the Year
- Slot Provider of the Year
- Live Casino Supplier of the Year (Highly Commended)
That sense of innovation has helped them grab a 31% share of the always lucrative European gambling market in 2013. That’s a sweet 3% increase over the previous year and an indication of NetEnt’s growing prominence in the igaming industry.
Betsoft Gaming Ltd. is a UK-based gaming platform provider that’s been making a name with next-gen 3D slots and over-the-top graphics.
If you’re chasing after any corner of the online slots market, Betsoft is known innovator that’s definitely worth taking a look at. As of this writing, the company boasts 150 games in their library.
In addition to its robust slate of slot games, Betsoft also serves up a full slate of fixed odds casino games, lotteries, scratch cards, and a virtual racebook.
Betsoft also offers a financial services package with analytics that helps operators keep full control of back-of-the-house operations.
While you may may not be all that familiar with WMS as an igaming platform, you are almost certainly going to be familiar with WMS founder Harry William’s crowning achievement. Williams, a Stanford-trained engineer is credited with designing the tilt mechanism on pinball machines.
Today, the company is focused on designing and implementing advanced networked gaming systems for online and land-based casinos. Though slots are WMS’ strong suit, the company does offer a line of video poker games, too.
WMS is a technically advanced operation that provides top-notch casino games, it’s not a full-service, turnkey casino provider with all the bells and whistles like financial tracking and analytics.
Amaya’s Game Office suite comes with the tag line, “One system to rule them all,” and that’s no joke. Their systems cover a tremendous amount of ground, including all the back office functions that can prove to be such a challenge for operators of all sizes.
The Amaya Game Office was designed with customization in mind, so operators can pick and choose the modules they need and leave the rest behind. This means Amaya is a good fit for affiliates looking to grab a share of everything from sports betting to poker affiliates.
Poker affiliates are surely aware that Amaya is making major inroads in the poker market with its recent acquisition of PokerStars for $4.9 billion. That purchase will surely help the liquidity and player pool for their poker skins.