Games and product

Game aggregator: hundreds of providers in one integration

A game aggregator (content aggregator) is a company that connects an operator to hundreds of providers through a single integration. In return it charges a markup on top of the provider fees, and contracts, reports and catalogue updates all go through it.

Yevhen SychovOctober 2026

How it works

The operator's platform integrates a single aggregator API. The aggregator maintains the integrations with providers: it launches games, passes on bets and wins, and consolidates reports and invoices. The player balance usually stays on the operator's platform. On a turnkey platform or a white label, an aggregator is often already connected.

Operator's rate = provider fee + aggregator markupFor example, the provider takes 10% of GGR and the aggregator 2%: the operator pays 12% of the GGR from that provider's games.

Aggregator or direct deal

AggregatorDirect integration
Launchfast: one integration for hundreds of providersslow: an integration and a contract with each one
Pricea markup on top of the provider feeno markup, the rate is negotiated on volume
Reports and invoicesone contract and one reconciliationa reconciliation for every provider
Promo and supportvia the aggregator, not always every featureall of the provider's tools directly
Riskan aggregator outage takes down many games at oncean outage affects one provider

Operators often start with an aggregator and move to direct deals with key providers once the markup on their GGR costs more than a separate integration.

Geo and promo tools

  • Availability by country: providers block certain markets, and in some markets the aggregator needs its own supplier licence. Check the provider x country matrix before launching a market, and filter the lobby by the player's country.
  • Free spins via API: check which providers support them through the aggregator, at which bet sizes and in which currencies. A spin pack should be credited in full at once.
  • Tournaments and network promotions from providers also often run through the aggregator. Check whether they are available to your brand and market.

Common mistakes

  • Choosing by the number of providers. What matters more is which of them are available in your markets and currencies, and which ones your players actually play.
  • Not recalculating the markup as volume grows. 2% of a large GGR over a year can cost more than direct integrations with key providers.
  • No outage plan. If the aggregator goes down, the lobby empties. Keep key providers on a second channel.
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