Shivan Patel, Commercial Director of North America at Pariplay, sat down with SBC Americas to discuss how the aggregator’s offering has been received in the region, and why it brings unique advantages to work with a platform, rather than through direct integrations.
SBC: How has Pariplay’s aggregation offering been received in regulated states and provinces so far?
SP: Our offering across both the United States and Canada has been extraordinarily well received since we made our debut in the region. From a US point of view, our aggregation offering allows us to truly stand apart.
In addition to our Fusion aggregation platform, the Ignite development program has allowed us to bring fresh, exciting content to the market. Many of our Ignite partners are exclusive to North America and only available through us. It is an excellent way for boutique studios to gain huge amounts of exposure in the fastest growing gaming market in the world and be able to deliver this to our US operators.
Outside of our Ignite studios, we provide games from more than 110 suppliers to our operator partners, which include staple names such as BetMGM, Caesars, Rush Street Interactive, and many more. In addition, any partnership that includes our proprietary games studio, Wizard Games, will also include aggregation potential.
What is extremely important to us is that our offering is not a plug and play, one size fits all solution, but it is very much tailored to the needs of our partners.
For Canada, our focus is very much on the various local lottery companies, which are key to the provinces. So far, our content is performing well in Alberta and Ontario where we are live and we have signed deals with all major operators in the provinces within Canada.
SBC: What are the main differences between the US and Europe in terms of aggregation offerings. Are demands different?
SP: It’s not earth shattering to reveal that good content is good content, and it is received as such by players across the world. There are ‘must have’ suppliers in certain verticals if you want to truly offer a premium product and this is true across the globe.
But there are key standouts between the jurisdictions and differences in player preferences. We’re seeing that operators in the US truly want a piece of everything. This could be slots, crash games, video poker, table games, and more. They are keen to explore what works across the board as the market is still relatively new. Online versions of land-based content are unsurprisingly proving popular and we are seeing a high demand for established local providers.
SBC: Is aggregation ‘the only’ way to go in North America?
SP: Absolutely not, but it has an important role to play within the gaming market. There are plenty of direct deals done by operators and suppliers still, but gaining access to good content quickly, especially when a market goes live, is so important, and this can be achieved quickly, efficiently and effectively via aggregation. It’s cliché, but agility really is king.
Pariplay can take content live, with all regulatory approvals, in four weeks with new partners. And this is all high quality, unique titles, that are delivered quickly.
Another benefit of working with Pariplay is that we offer full support across our offering, giving operators a smooth working experience. Ultimately, good aggregation offerings will do very well in North America and we can utilise the fact that the tech is proven across mature markets in Europe.
SBC: You’ve recently partnered with a number of major brands, such as Caesars and Resorts. Does partnering with flagship brands further attract attention from both operators and potential Aggregation partners?
SP: Momentum brings further momentum, and partnering with big brands attracts further attention. Because we’re new to North America, we want to be able to prove ourselves and show that we can be strong in the space to truly establish Pariplay as a leading aggregator and brand in the market.
As we increase our footprint in regulated states and provinces, we will gain more attention. It’s already having a positive effect, with us closing 25 deals in the US alone last month.
SBC: What are your plans for North America going forward?
SP: Our plans are to establish ourselves as a key partner to our operator and supplier partners, with the goal of making life easier for them. Our vision is to become the leading player in the aggregation space in North America, bringing quality, localised content to operators that gives them a better offering than our competitors.
From a supplier perspective, we want to support their growth as working with us can provide them access to prominent operator brands and help distribute their content quickly.
As more states and provinces regulate, we want to be first movers and give untold advantages to our entire ecosystem of partners, suppliers or operators and stand apart as a premier option in North America.
We have received a lot of positive feedback in the short space of time we have been in the market and we look forward to building upon our position to be the number one content aggregator in North America!