Many industries have been driven by rivalries as every company is striving for the best – but it’s not always the best long term solution. Partnerships are incredibly important and provide businesses with a way to evolve and expand their customer base.
It’s becoming increasingly common for companies within the iGaming industry to partner up for mutually beneficial agreements. Only recently, Push Gaming and Scientific Games signed a major deal to form a partnership. While on the one hand, these two companies are competitors fighting for the players’ attention but they saw the potential long-term success of the collaboration.
A good partnership can completely elevate a business to the next level which is why it’s so important within the iGaming industry. Despite being an industry that’s fiercely competitive, partnerships can be advantageous for all parties involved – if it’s done well.
Partnerships can improve the player’s experience
Within the past few years, there has been a multitude of partnerships among slot developers. Many independent game studios have gained much-needed exposure from partnerships with big names such as Yggdrasil, Relax Gaming and Microgaming due to their specialist platforms.
On the surface, these platforms seem to mainly boost the smaller studios, when in reality it’s a mutually beneficial relationship. Giving independent developers access to better tools and authoritative expertise improves the reputation of the bigger studio that is providing them with the support.
The established developers host smaller ones on their platforms often under the bigger name. Therefore, casinos that host the larger developers potentially get the smaller studio as well which vastly improves the player’s experience and overall opinion of the developer.
A key example would be Yggdrasil’s YGS Masters programme which is an invite-only platform that features studios such as Peter & Sons, Reflex Gaming and True Lab Games. The casinos that have previously partnered with Yggdrasil have the potential to host the games created through the YGS Masters programme, which improves the selection of games at the player’s disposal.
Ultimately, the most important factor is the player’s experience and enjoyment which is easily improved by partnerships like these.
Affiliates partnering with developers is mutually beneficial
Partnerships come in all shapes and sizes but they can be extremely valuable to all parties involved. It’s not just developers within the iGaming world collaborating together but also affiliates working alongside the developers as well.
One of the leading sources of independent online slot reviews, Slot Gods, have partnered with over ten different developers within the last six months. These partnerships have included the previously mentioned Push Gaming and Scientific Games along with other big names such as Relax Gaming and Playtech.
Fundamentally, partnerships like these allow developers to build excitement for upcoming slot releases or to give an insight into the ethos of their studio through interviews. Affiliate sites like Slot Gods are given exclusives through content, whilst the studios gain exposure for their products. It’s essentially a form of free marketing that is beneficial to everyone involved with no real cost.
Takeovers can be advantageous to the iGaming industry
Whilst good partnerships are useful and instrumental to success, takeovers can also be worthwhile within the iGaming industry. One of the biggest takeovers includes Evolution Gaming’s acquisition of NetEnt for 2 billion dollars in 2020.
This collaboration led to the creation of the popular Gonzo’s Treasure Hunt. Essentially, this combined the fan-favourite Gonzo’s Quest with the popular live casino game format from Evolution to make a product that’s unique and fresh for players.
Acquisitions like this have the potential to improve the general industry with innovations like Gonzo’s Treasure Hunt that combine online slots with the interactive live casino experience. Future innovations like this lead to positive repercussions for the rest of the iGaming industry.
Networking is always key
Both partnerships and takeovers can boost the industry but exchanging information through networking is important as well. At its core, networking is the process of sharing knowledge with people or organisations that are in the same field.
Of course, exclusive secrets or non-disclosure agreements (NDA) should not be shared but insights into important changes (such as laws) or software are worthwhile in improving the general industry. For example, distributing private information under an NDA is disrespectful and potentially damaging to all involved, but enlightening another affiliate with an upcoming law change is helpful for all in the long run.
Networking events like IGB Affiliate can even lead to partnerships or at least guide people within the iGaming industry in the right direction. Naturally, some may want to keep all the information to themselves, but it works out better in the industry long-term if people network to constantly share and improve upon ideas.
It’s clear to see that partnerships are a valuable asset in iGaming that should not be taken lightly. They are incredibly important in promoting products, exchanging knowledge and improving the player’s overall experience.
Even traditional media sites such as The Telegraph see the value in partnering within the iGaming world as they gain all their in-depth reviews, guides and tips about iGaming from affiliate BettingExpert.
The biggest question that remains is this: Will affiliates within iGaming ever work together to see the merit in partnerships? Experts within bingo could work with specialists in the live casino game sector to exchange valuable knowledge. No single person can become an expert on everything, so it’s helpful to get an adept person within this field to fill in the gaps.
Whether affiliates will work together in the future remains to be seen, but it could revolutionise the entirety of the iGaming industry.