New partners expand Microgaming's aggregated content

The start of 2020 brought a number of big announcements by gambling powerhouse Microgaming. They promised hundreds of new titles for the coming year, titles that would be split between its own games, its independent studio partners, and its content aggregation platform.

The content aggregation platform has been significantly expanded during the first six months of the year thanks to a range of new deals between Microgaming and content creators. Microgaming has signed deals with Inspired Entertainment, SpinPlay Games and Neko Games, among others. The deals not only increase the total inventory of Microgaming's content aggregation platform, but they also expand the platform's cultural diversity.

Inspired Entertainment

Microgaming announced in April 2020 a deal with Inspired Entertainment, a New York company known around the world as a leading developer of gaming, betting, and lottery technology. They have quite a reputation for their sports gaming products. However, the deal they signed with Microgaming will initially see 20 video slots added to the content aggregation platform.

According to a press release, the 20 titles will include Stacked Fire 7s, Prison Escape, and Anubis Wild Megaways. It is expected that Microgaming will add a selection of Inspired Entertainment table games and virtual sports products to the platform at a later date.

For their part, Inspired Entertainment views the Microgaming deal as a way to increase brand awareness among operators. Obviously, having their titles included on the aggregation platform also expands their reach. The platform already offers over 1000 online gambling titles in more than 20 regulated markets around the world.

Neko Games

Roughly a month after announcing the deal with Inspired Entertainment, Microgaming followed up with a new deal in partnership with Argentina's Neko Games. The Buenos Aires based Neko Games is a startup that specializes in creating online gambling titles with a decidedly Latin American influence.

Their first offering for Microgaming's content aggregation platform is Super Showball, a fast-paced and action-packed video bingo game with medium to high volatility. It is the logical follow-up to the original Showball that proved so popular in Latin America and Spain.

Super Showball is an advanced form of bingo for experienced players. Some of its more exciting features include a Mystery Prize, a Free Balls feature, and a brand-new Jackpot. The jackpot prize can be worth up to 4,000x a player's wager, making it especially attractive to bingo fans.

The game went live on Microgaming's content aggregation platform in late May. It will be interesting to see what Neko Games follows with. A perusal on the company website seems to suggest they will be focusing on video bingo for the time being. One of Neko Games' goals is to provide enjoyable bingo play to existing fans while also introducing the game to first-time players.

SpinPlay Games

SpinPlay Games is a Las Vegas-based game developer signed by Microgaming to their content aggregation platform earlier in 2020. Their content began arriving on the platform in mid-June. SpinPlay Games' calling card is engaging game-play made possible through advanced mathematical models and a design process that gives each title a unique, aesthetic personality.

The first SpinPlay Games title to make it to the content aggregation platform is Roman Power. This 5-reel, 20-payline game is based on the classic Roman Empire theme. And because the empire was built on Rome's military prowess, a Roman centurion takes center stage here.

Roman Power features all the elements of a typical military unit of the day. In addition to the Roman soldier, the game features helmets, breastplates, shields, and swords. The game's main character also acts as the wild and scatter symbol simultaneously.

The most exciting feature of Roman Power is the Hero Wilds feature. This feature offers expanded wilds that, if you're lucky, also include a Power Multiplier of up to 10x. Expanding wilds with a power multiplier would certainly add to the intrigue of any new video slot.

How Content Aggregation works

Microgaming's content aggregation platform is one of the largest such platforms in the gambling industry. Content aggregation is a model by which companies like Microgaming can create extremely large inventories of game titles that can then be offered to operators around the world. The aggregation platform acts as both a distribution tool and catalog of sorts.

Microgaming works with casino operators to integrate the platform into their systems. The platform is intended mainly for online operators, but land-based casinos with their own networked gaming platforms can certainly make use of it as well. Once implemented and fully integrated, operators have access to Microgaming's full range that includes more than 1000 titles.

Operators can customize what they offer by selectively choosing from the platform's inventory. One operator might focus more heavily on video slots and table games while another prefers virtual sports, bingo, and lotteries. The nice thing about aggregation is that operators can choose only those products that meet their needs.

Microgaming stands by with ongoing support to help operators make the most of the platform. They also assist with integration and operation when necessary.

Why operators love it

Content aggregation is incredibly attractive to operators because it offers the closest thing there is to a turnkey setup. Operators need only procure their licenses and then set up the network infrastructure required to make the platform work. The platform comes ready to go right out of the box. With Microgaming's help integrating it, operators can be up and running in no time at all.

This gives them the opportunity to establish a new online gambling property very quickly and with a minimal investment. Moreover, there is instant credibility that comes with Microgaming's content aggregation platform. As one of the leading gambling providers in the industry, Microgaming has a reputation that is second to none. Offering their titles gives a new online casino instant mojo.

Another benefit of content aggregation is that it mitigates the need for casino operators to sign dozens of deals with individual game studios. Content aggregation gives them access to an extensive inventory of titles covering every genre from video slots to sports betting. They get it all in one place by signing one deal with a single provider.

Why Microgaming loves it

Rest assured that Microgaming didn't come up with the content aggregation idea out of thin air. Content aggregation, as a distribution model, has proved successful in other ventures. Microgaming saw its potential and developed a platform for online gambling. It is a platform they continue to develop with incredible enthusiasm.

Microgaming loves the content aggregation model for several reasons. First, it allows them to work with some very talented content developers and design studios. In the online gambling industry, this is big. New partnerships mean access to new talent, new ideas, and the kind of creativity the gambling industry demands.

Second, content aggregation works for Microgaming because it allows the company to continually expand its offerings without having to rely exclusively on original content. This is proving to be critically important in the uber competitive gambling environment. There are lots of new players coming on board, and Microgaming needs to maintain its edge. One of the ways to do that is to expand its reach with content aggregation.

A third reason to love content aggregation is the fact that it gives Microgaming the opportunity to expand its own reach by signing deals with up-and-coming operators. Some of these operators will undoubtedly go on to become industry powerhouses whose success will ultimately influence Microgaming's success.

King of the hill

It is not hard to make the case that Microgaming is the king of the hill in the online gambling industry. Combine their original titles, the games supplied by partner studios, and all of the content on their aggregation platform and you have over 1,500 to choose from. All of them are made available through a single point of integration that Microgaming fully supports.

If that isn't enough, Microgaming is also known for its industry-leading progressive jackpot network. It is the largest network of its kind in the world. To date, the network has paid out in excess of €1.1 billion by way of blockbuster games like Mega Moolah and games powered by Mega Moolah.

We would expect to see Microgaming sign more deals with additional independent studios and content aggregation partners. It is a model that has worked successfully thus far, so there is no reason to change things. Working with studio and aggregated content partners allows Microgaming to continue expanding its portfolio while reaching out to greater numbers of operators worldwide.

If you are an avid online gambler, keep an eye out for the latest Microgaming titles. Look for games by Inspired Entertainment, Neko Games, and SpinPlay Games. You might just find that some of these newer games are exactly what you've been looking for.

In the meantime, we do not expect Microgaming to slow down anytime soon. From what we understand from their press releases at the start of the year, it is full speed ahead for the Isle of Man-based company. They are looking to sign even more deals to keep their content aggregation platform new, fresh, and constantly expanding.