The SOFTSWISS Game Aggregator is a well-known provider of innovative iGaming solutions, rapidly expanding its global footprint. With a focus on the Asian market, SOFTSWISS has established new partnerships to strengthen its position in the region. IAG speaks with Gregory Penkov, Head of Sales at SOFTSWISS Game Aggregator, to gain his insights on the benefits of the Game Aggregator, the crucial aspects for aggregation platforms to consider while planning their work in this region, and his predictions for the future of iGaming in Asia.
IAG: Last year the SOFTSWISS Game Aggregator was twice recognized as the Best Game Aggregation Platform in international awards. What makes your product unique, and what advantages set you apart from your competitors?
Gregory Penkov: The previous year was productive for us. In addition to the awards, we signed several major clients. In 2022, our GGR increased 40% year-on-year and the average bet sum soared 250%.
Standing out in the iGaming market means focusing on innovation and developing reliable solutions that complement each other. Among other things, our advantages include the level and speed of client service: we respond no later than one hour after a client request and resolve it within 15 hours. According to a recent survey, 86% of SOFTSWISS clients expressed high satisfaction with our service.
I also would note the efficiency and stability of the product, as well as the quantity and quality of content available through our aggregator. The SOFTSWISS Game Aggregator ensures players are not distracted by the technical aspects on their gaming journey but enjoy the process. Our game portfolio includes over 16,000 games from recognised providers, including slots, lotteries, live games, blackjack, roulette, arcades and many others.
IAG: You are working with several Asian clients and gradually entering this market. Can you highlight the aspects that aggregation platforms must consider while planning their work in this region?
GP: Entering the Asian market, you must deeply understand and respect cultural differences in business practices as failing to account for them can get you in trouble. Therefore, it is crucial to conduct your research and work closely with local partners to ensure that you can navigate these differences effectively.
It is important for game aggregators to consider local preferences, know the types and genres of games popular with Asian players, and look up to local studios as they know the audience better. By partnering with local developers, aggregation platforms will be able to offer the content that resonates with local players and drives engagement and revenue.
Finally, from a technical perspective, it is critical to place the server infrastructure locally when entering the Asian market. This is necessary to ensure your product remains stable and reliable and provides your clients with quick, smooth and high-quality service.
IAG: What predictions can you make for the iGaming industry in this region in the coming years, particularly regarding the relationship between aggregation platforms and game studios?
GP: I believe that the iGaming market will be more globalized. As we can see, now there is a trend when large game providers buy out smaller local studios. I expect this trend to continue in the coming years, particularly in Asia, where many smaller local studios can offer valuable insights and expertise. Large game aggregators are doing the same with local aggregation platforms.
IAG: How can your recently launched Tournament Tool surprise operators and game providers, and what updates of this tool should we expect in the future?
GP: Tournaments are one of the most effective tools for retaining and attracting players, so launching our own was a matter of time. The Tournament Tool by SOFTSWISS offers numerous advantages to online casino operators. With the ability to customise tournaments, casino operators can easily create and manage engaging campaigns tailored to their specific audience. This level of flexibility enables operators to attract new players and retain existing ones by offering unique gaming experiences.
Moreover, the Tournament Tool creates a sense of community and competition among players. This, in turn, increases their engagement. With this new tool, casino operators can stay ahead of their competitors and grow their business by offering an exciting gaming adventure that players won’t find elsewhere.
IAG: SOFTSWISS has been actively participating in iGaming exhibitions lately, both global and regional. Additionally, your presence is usually supported by strong promotional campaigns. How successfully have you implemented your strategic plans and goals during these events? Could you also share your personal impressions of the shows?
GP: Exhibitions are essential to our business and require hard and long-term preparation. It’s also a great opportunity to meet friends, partners and potential clients in person, expand our contact base, and broaden our horizons and knowledge. We can share our expertise and learn from the experiences of others.
As for our plans and goals, we are definitely good at implementing them. Thanks to our business development managers, potential clients approach us after exhibitions with their requests, and SOFTSWISS is always there to offer innovative solutions. For example, ICE London is one of the most significant events in our industry, and this year’s ICE event was the largest in my memory, both by the number of guests and meetings held by our managers.
On the other hand, regional shows like those in Asia offer opportunities to delve deeper into the culture and learn more about local market specifics. This subsequently helps us build the right strategy for working with local clients or those who want to enter these markets.
