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Is aggregation the only way forward?
Maria Luisa Malfasi, Business Development Manager, ESA Gaming
Aggregation platforms provide games studios with access to new markets and a pain-free way to place their content with various operators. As the number of suppliers on the market has grown over the years, so too has use of aggregators.
A good aggregator benefits the operator by giving them the ability to manage their own content. Not only does it free up the operator’s internal IT resources, but it allows bonusing across multiple providers and feeds business intelligence. Depending on the aggregator and the operator’s publishing policies, an aggregator can massively cut down integration times.
While ESA Gaming has its very own RGS, there remains a reliance on aggregation services, and this is because both services have their benefits with regards to distribution of content. Aggregation platforms enable the company to reach a wider audience of operators, while using their own RGS can give a more bespoke integration. Partnering up with key content aggregators in certain markets where larger operators can be too slow to sign agreements has been a successful strategy for the company, giving us quick access to market without many issues.
Aggregators offer a range of options for expansion in new territories as they allow brands to see the appetite for their content before committing to a market. A direct integration allows brands to cut out the middleman, which from a revenue perspective is a huge bonus, but there are advantages to using aggregators too. Assessing to what extent the market can be penetrated is usually what shapes ESA Gaming’s strategy, as well as finding a balance between the quantity of direct integrations and the maximisation of earning potential.
Direct integration is also a great tool when the circumstances are suitable, such as for ESA Gaming’s EasySwipe family that integrates into sportsbooks to allow bettors to enjoy the best quality casino games without interrupting the betting experience. Integrating in sportsbooks rather than in various operators’ casino tabs, a direct integration provides a much simpler route to market for this games collection.
For smaller providers, aggregation can be the only way to get content in front of industry-leading operators, and getting content out there is key to building a successful brand image. Aggregators have the expertise and network that smaller suppliers need in order to successfully launch their games, which in this scenario saves the brand precious money and resources.
A direct integration is now harder than it has ever been, with accessibility being the issue. Increasing numbers of large operators are only accessible through their aggregation partners thanks to the sheer volume of suppliers in existence. Nowadays, it is crucial for operators to provide content from a variety of different suppliers to ensure their games offer appeal to all player demographics, and to do this, aggregation is the easiest option. Saying that, many operators still prefer direct integrations as it cuts out the middleman, so it is ideal for a supplier to have both options.
Striking the right balance is therefore key for suppliers looking to extend its reach across several markets and operators.

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63 suspicious betting alerts reported by IBIA in Q1 2025
The International Betting Integrity Association (IBIA) reported 63 alerts of suspicious betting to the relevant authorities in the first quarter (Q1) of 2025. The Q1 2025 total is 3% less than the 65 alerts in Q4 2024, and 11% more when compared to the revised Q1 2024 total of 57 alerts. IBIA monitors over $300bn per annum in betting turnover (handle) across more than 80 members with over 140 sports betting brands globally.
The 63 incidents of suspicious betting in Q1 2025 concerned six sports, across 23 countries and 5 continents. Other key data for Q1 2025 includes:
- Football and tennis accounted for 40 of the Q1 2025 alerts (64%), a 14% increase from 35 alerts in Q4 2024.
- Sporting events in Europe and North America, with 32 alerts combined, made up 51% of the total reported; that was a decrease of 29% compared to 45 alerts in Q4 2024.
- Table tennis saw a notably reduction in alerts from 21 reported in Q4 2024 to 9 reported in Q1 2025, representing a 53% quarter-on-quarter fall.
Khalid Ali, CEO of IBIA, said: “The first quarter of 2025 was relatively consistent with the previous quarter and the comparable period last year. Football and tennis remain the most reported sports, albeit their combined Q1 2025 number was down 14% on Q4 2024. This quarter-on-quarter reduction was primarily due to a fall in tennis alerts, which have shown a welcome reduction in recent years. The Q4 2024 increase in table tennis alerts has not continued into Q1 2025 and has fallen back to previous levels. IBIA has taken increased precautions regarding this sport and agreed a number of new integrity partnerships and protocols in Q1 with the aim of detecting and sanctioning corrupt betting activity.”
IBIA is a leading not-for-profit dedicated to protecting the integrity of regulated sports betting markets worldwide. Its global monitoring network serves as a powerful anti-corruption tool, identifying and reporting suspicious betting activity. In late 2024, IBIA further strengthened its capabilities with a major technological upgrade, significantly enhancing its ability to detect and respond to potential match-fixing across its members’ markets.
The post 63 suspicious betting alerts reported by IBIA in Q1 2025 appeared first on European Gaming Industry News.
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Fujitsu names Sammi Abdulla as Business Development Manager for iGaming
Fujitsu, the leading provider of infrastructure and platform solutions to businesses in the global online gambling industry and beyond, has named Sammi Abdulla as Business Development Manager for iGaming.
Sammi is a highly experienced business development manager, having held roles at major companies both inside and outside of the industry. Most recently, he was Business Development Manager at media powerhouse, Next.io.
As Business Development Manager at Fujitsu, Sammi has been tasked with driving the company’s expansion within the global online gambling industry, building meaningful relationships, understanding the unique demands of the sector and aligning Fujitsu’s solutions with client needs.
This includes delivering tailored platform and infrastructure solutions such as compute, storage and hybrid cloud. Sammi will also consult on technical requirements and compliance standards and support clients in driving digital transformation initiatives that improve scalability, uptime and security.
Over the coming months, his priority will be to engage with key stakeholders across the industry, demonstrate how Fujitsu’s technology can add real value and help clients to strengthen and futureproof their operations via scalable, secure and reliable infrastructure.
Nick McDonald, iGaming Account Director at Fujitsu, said: “Sammi is one of the most experienced Business Development Managers in the sector with a proven track record at renowned organisations both in and out of the industry. We are delighted to be able to leverage this as we look to strengthen our position in the market.
“Fujitsu’s platform and infrastructure solutions set the standard for others to follow, and with Sammi on board, we can make more operators and suppliers aware of our suite of products and how they can help them future proof their operations.
“This is a significant hire for Fujitsu, and I look forward to working closely with Sammi in the weeks, months and years to come.”
Sammi Abdulla, Business Development Manager for iGaming at Fujitsu, added: “I’m thrilled to have joined Fujitsu and to be diving even deeper into the iGaming world, a space I have good knowledge of and feel passionate about.
“With Fujitsu’s powerful tech behind us, I’m excited to help our clients level up their infrastructure, stay ahead of the game and maybe even have a little bit of fun while we do it.
“I’m also looking forward to working with the incredible Fujitsu team, which has already made me feel incredibly welcome.”
The post Fujitsu names Sammi Abdulla as Business Development Manager for iGaming appeared first on European Gaming Industry News.
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HÖLLE GAMES STRIKE IT RICH WITH SIERRA NUGGETS
“Sierra Nuggets” goes live today, a new 243-ways slot from Hölle Games. Evoking the spirit of the Californian gold rush in the 1800s, it features the kind of symbols you’d expect – Pickaxes, Dynamite, Gold Nuggets, and of course, a roguish Miner.
Players can get a real gold rush in the game via the Free Spins which come loaded with special Golden Nuggets. Just one Nugget will pay anywhere on the reels in free spins and award players from 1x up to an astounding 1000x EACH! Now that’s the motherlode!
Impatient players can buy the feature immediately via 10, 15 or 20 Free Spins, or else opt to double their stake with the Stake Booster feature which increases the chances to enter the free rounds.
The game is now available in MGA regions with Sweden, Romanian, Netherlands, Switzerland and others coming soon.
The post HÖLLE GAMES STRIKE IT RICH WITH SIERRA NUGGETS appeared first on European Gaming Industry News.
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