I discovered this one through a minor frustration.
We were planning to release a new batch of slots at the start of the month. Not something huge, like 25-30 titles. Integration was supposed to take us a couple of days.
It didn't.
Due to certification, QA, lobby configuration, provider issues and our own release queue the games were published almost three weeks behind schedule.
At first, nobody seemed to care. After all, we had been earning money from our current game portfolio.
Until I did my calculations.
In the course of those three weeks:
~30 new titles weren't providing us with any bets
about $40-$50k in monthly GGR we expected from that content simply got delayed
our existing games got most of the traffic, so the lobby got quite repetitive
two other providers were already marketing some of the same games
we couldn't create CRM campaigns about the new games because they hadn't been released yet
And that's where the problem lied. It wasn't so much the "loss of revenue from 30 games".
It was the compound effec.
New games bring you new landing pages, new CRM campaigns, new tournament mechanics, homepage promotions and reasons for your existing customers to come back. When your new content appears 3 weeks later, all those activities are postponed with it.
From that experience, we started treating game integration not only as a task but as an operational KPI.
For example, while choosing an iGaming software provider, we started asking the following questions:
1. How long does it take for the typical provider integration actually to happen?
2. Who does certification and QA?
3. Is it possible to push new games through one API, rather than integrating every provider separately?
4. How fast can we get rid of underperforming games?
5. Do we have the ability to see the performance of the provider/games immediately without waiting for separate reports?
It's one of the reasons I think game aggregation might be even more important than many would initially suspect. For instance, NuxGame uses one Casino API to integrate the operator with 17500+ games from 140+ providers, thereby getting rid of a lot of repetitive integration.
Also, we noticed the difference of adding new content through NuxGame. In that case, the bottleneck is
We were planning to release a new batch of slots at the start of the month. Not something huge, like 25-30 titles. Integration was supposed to take us a couple of days.
It didn't.
Due to certification, QA, lobby configuration, provider issues and our own release queue the games were published almost three weeks behind schedule.
At first, nobody seemed to care. After all, we had been earning money from our current game portfolio.
Until I did my calculations.
In the course of those three weeks:
~30 new titles weren't providing us with any bets
about $40-$50k in monthly GGR we expected from that content simply got delayed
our existing games got most of the traffic, so the lobby got quite repetitive
two other providers were already marketing some of the same games
we couldn't create CRM campaigns about the new games because they hadn't been released yet
And that's where the problem lied. It wasn't so much the "loss of revenue from 30 games".
It was the compound effec.
New games bring you new landing pages, new CRM campaigns, new tournament mechanics, homepage promotions and reasons for your existing customers to come back. When your new content appears 3 weeks later, all those activities are postponed with it.
From that experience, we started treating game integration not only as a task but as an operational KPI.
For example, while choosing an iGaming software provider, we started asking the following questions:
1. How long does it take for the typical provider integration actually to happen?
2. Who does certification and QA?
3. Is it possible to push new games through one API, rather than integrating every provider separately?
4. How fast can we get rid of underperforming games?
5. Do we have the ability to see the performance of the provider/games immediately without waiting for separate reports?
It's one of the reasons I think game aggregation might be even more important than many would initially suspect. For instance, NuxGame uses one Casino API to integrate the operator with 17500+ games from 140+ providers, thereby getting rid of a lot of repetitive integration.
Also, we noticed the difference of adding new content through NuxGame. In that case, the bottleneck is