Connection of New Game Providers: What Complicates the Process

Why iGaming Site Owners Need New Suppliers

The primary reason for such integration is to expand the entertainment portfolio. Players expect a wide range of slots, arcades, and live dealer titles in online casinos, so entrepreneurs must regularly update their content catalogue.

The decision to connect external providers grants access to:

• popular releases;
• new game mechanics and formats;
• exclusive solutions;
• products that the competition does not have;
• options popular in specific local markets.

Expansion of the entertainment library helps attract new users and retain existing clients. Players do not need to switch platforms to find the content they want, as the most relevant and profitable slots are all available in one place.

Another reason for integration is commercial benefit.

Providers offer different conditions of cooperation. Online casino owners can compare commissions, revenue-sharing models, support services, and other factors before selecting software vendors.

This allows entrepreneurs not only to expand their entertainment catalogue but also to build it around the potential profitability of individual products.

How the B2B Partner Integration Works

In most cases, the process includes several sequential stages: supplier verification, harmonisation of technical requirements, testing, launch, and ongoing monitoring.

The Choice of the Provider

It is essential for iGaming project owners to determine in advance whether the vendors will be able to work in the target markets and how easily their products can be integrated into an already existing betting platform.

To do this, it is necessary to check the following aspects beforehand:

• licences and certificates of compliance;
• the B2B partner’s technical capabilities;
• the company’s reputation;
• the average response time of the support team;
• commercial terms of cooperation.

The entertainment library’s diversity is another important factor. Entrepreneurs should evaluate the number of solutions in the portfolio, their popularity, availability in target markets, and whether they meet the interests of the audience.

This is when the first restrictions arise. For example, some games may be unavailable in the selected jurisdictions, specific titles might require additional certification, or commercial conditions may not be profitable for online casino owners.

Coordination of Documentation

Once a provider has been selected, the technical team receives the necessary papers and examines how the future integration will work. To do this, specialists analyse the API, request and response formats, authorisation methods, session interaction rules, and error-handling procedures.

There is no universal standard for gambling software vendors. Even if entrepreneurs already have a ready technical infrastructure, connecting a new supplier will still require the adaptation of the Application Programming Interface and the configuration of data exchange settings.

API Module Installation

At this stage, programmers establish a stable connection between the operator's and the provider's portals. This connection enables various system components to exchange information on clients, activity, round results, and transaction statuses.

The API module must be capable of determining the working order and preventing a repeated withdrawal of money or erroneous crediting of funds. The better these scenarios are considered in advance, the more stable the integration will be after the launch.

PAM and Wallet Addition

The provider interacts not only with the session itself but also with systems managing the client's account and funds. The PAM (Player Account Management) service handles the users’ profiles and statuses, while the wallet organises the storage and movement of funds.

Creation of the Catalogue of Entertainment

Once the technical connection is established, entrepreneurs must prepare the games to display on their platforms.

The vendor passes casino owners the following metadata:

• product names;
• descriptions;
• images;
• identifiers;
• categories;
• information about RTP, volatility, and other parameters.

These details must be standardised before being added to the common entertainment library.

Distribution by Country

After the catalogue is formed, operators must determine in which jurisdictions the selected titles will be available.

For that purpose, the system relates each game to the specific market and establishes rules for its launch in the chosen region. This allows the same content to be provided in different locations while displaying only the solutions certified for a particular market.

Testing

QA engineers simulate the full customer journey: launch of a game, activation of a session, placement of a bet, obtaining a result, and verifying balance changes.

Non-standard scenarios are checked separately:

• insufficient funds;
• loss of Internet connection;
• resubmission of a request;
• delayed response;
• return or cancellation of an operation;
• unfinished game rounds;
• incorrect API responses.

Launch and Monitoring

After testing is complete, the content is deployed to production and becomes available to users. However, the integration does not end there.

Entrepreneurs continue to track connection stability, launch speed, the number of errors, game session statuses, and the accuracy of financial transactions.

Typical Difficulties When Connecting New Providers

Let us look at the challenges faced by iGaming platform owners.

Varying APIs and Technical Requirements

Each supplier may have its own structure of the Application Programming Interface, request and response formats, authorisation methods, and security requirements. Even basic operations — such as the activation of rounds, creation of sessions, or cancelled transaction processing — may vary.

In this regard, using the same integration mechanism for all B2B partners is impossible. Instead, businesses apply additional adapters that translate the portal’s requests into the format of the selected provider and vice versa.

The more vendors connected to an online casino, the more critical it becomes to have a flexible integration layer for each of them.

Differences in the Types of Files

Suppliers transmit product information in various ways. One might use the “jackpot” category, another — “progressive”, and a third brand can choose a proprietary classification system. Similar differences occur in game titles, descriptions, image formats, RTP values, volatility, and other parameters.

All this data must be normalised before publishing. Operators or aggregators convert the information into a unified structure so that entertainment from different companies is displayed equally in the lobby, filters, and search results.

Regional Restrictions

Content availability depends not only on technical integration but also on the market where brands provide their services. A single title might be allowed in one country yet prohibited in another due to local legal, licensing, or certification requirements.

Before integrating an entertainment library, it is essential to determine which jurisdictions the proprietary catalogue covers and whether there are any additional restrictions.

If entrepreneurs operate in multiple regions, they must apply these rules directly on the platform. This ensures that clients are shown only the solutions permitted in their countries.

A Lot of Manual Labour

The integration of a new provider involves more than just technical implementation.

Business owners must perform the following tasks:

• upload and verify the catalogue;
• configure categories and lists;
• add images and descriptions;
• check the availability of titles across countries;
• conduct testing and the final launch.

When some of these tasks are performed manually, configuration of a large gaming portfolio can take a significant amount of time. To avoid this, operators and aggregators automate metadata import, verification of information, content configuration, and availability monitoring.

Difficulties with Support After Launch

The connection does not end once the system goes into production. Providers might modify their APIs, finalise data formats, introduce new mandatory parameters, or face technical challenges.

Entrepreneurs must monitor such changes and quickly detect the source of any problem — whether it lies with the online casino, the integration layer, or the vendor itself. For this purpose, special tools, logging, alerts, and error-tracking systems are used.

Cooperation with an Aggregator to Connect Slots

When dealing with a large number of suppliers, it is not always cost-effective for digital resources to integrate each one directly.

Every new installation requires separate technical configuration, API testing, data transmission verification, and subsequent maintenance. Working with an iGaming aggregator is an excellent alternative for business owners.

Entrepreneurs connect to a B2B partner once and gain access to titles from a wide range of developers. Platforms should work with a single API module to get access to the relevant content.

The aggregator takes on a significant part of technical tasks, such as:

• integration of new providers and adaptation of their Application Programming Interfaces;
• data normalisation;
• game catalogue management, and much more.

This eliminates the need for operators to repeatedly develop new modules, conduct lengthy testing, or adapt solutions to the requirements of local markets.

This approach is especially beneficial when scaling online casinos.

If a project owner is already connected to an aggregator, adding a new provider does not require a complete customisation of the iGaming platform. Entrepreneurs can get branded slots via the existing API and then simply configure the display of these titles in the lobby.

When Direct Integration Seems Preferable

This option may be more advantageous if operators work with several top-end providers and wish to utilise the full capabilities of their portals without the restrictions imposed by intermediaries.

Direct collaboration gives more control over the integration process and allows for the faster implementation of the supplier’s advanced features. However, each new vendor increases the workload associated with the development, testing, and further support.

That is why the final choice depends on the scale of the entertainment site and the number of providers involved.

For a smaller portfolio, direct integration is often the best option. If a platform plans to connect dozens of different providers, an aggregator can help to do this via a single API layer.

The Main Things about Interacting with the Suppliers of Slots

This is a common and quite successful practice for modern online casinos.

Key aspects that should be taken into account:

• B2B partners’ connection involves several stages: choice of the manufacturer, coordination of documentation, API module installation, entertainment catalogue creation, testing, and launch.
• When adding providers, operators face various challenges, such as different API and technical requirements, regional restrictions, and a high volume of manual work.

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