With SBC Summit Lisbon approaching, casino aggregation providers are facing a market in which operators are paying closer attention to what actually performs, not simply how many games are available.
In an interview with Yogonet, Dmytro Kryvorchuk, COO at Infingame, discusses how those expectations are changing, from the use of player and content data to decisions around lobby placement, regional portfolios and provider performance. He also explains why platform speed and stability are becoming more important in commercial discussions, and what Infingame expects operators and suppliers to focus on during the event in Lisbon.
Infingame is heading to SBC Summit Lisbon this year with a focus on performance-driven aggregation. What are your main priorities for the show, and what would you like operators and partners visiting your stand to take away from the conversation?
Our main priority in Lisbon is to have practical conversations about what operators actually need from aggregation today. The market has moved beyond simply having a large content portfolio. Operators are looking at performance much more closely: how stable the platform is, how quickly games respond, how effectively content is being used, and what tools they have to turn that content into stronger engagement and retention.
That is where we want to focus the discussion. For Infingame, performance-driven aggregation means connecting content, infrastructure, data and engagement tools rather than treating them as separate parts of the product.
If people leave our stand with one takeaway, I’d like it to be that an aggregator should actively contribute to an operator’s growth. It shouldn’t just deliver games but should help operators get more value from every part of their casino product.
You’ll be meeting operators, game studios and industry partners at SBC Summit Lisbon. What are you hearing from the market ahead of the event, and which topics or challenges do you expect to be the biggest focus of conversations in Lisbon?
What we hear most is that the market is becoming much more selective. Operators still want strong content, but simply adding more games is no longer enough. They want to understand what actually performs, how to improve retention, and how to get more value from the content they already have.
I expect a lot of conversations in Lisbon around smarter use of data, platform stability and performance, engagement tools, and stronger personalisation. There is also growing pressure to adapt products to individual markets rather than applying the same strategy everywhere.
Infingame processes more than 10 billion transactions per month across thousands of games and providers. What does that scale of data reveal about how player behaviour and content performance are changing across different markets?
At that scale, you start to see very clearly that there is no universal formula for what makes content perform. The same game can behave very differently depending on the market, player segment, placement or even the way it is promoted.
One of the biggest shifts we see is that operators are becoming more interested in the quality of engagement rather than simply overall volume. They want to know what drives repeat sessions, which content has real staying power, and where players are actually spending their time.
Operators are increasingly looking beyond the number of games an aggregator can provide. What do you think will ultimately differentiate aggregation platforms as the market becomes more mature and competitive?
I think the real differentiator will be how much value an aggregator can create around the content, not how much content it can collect. A large portfolio has become almost a baseline expectation, and what matters now is what happens after the integration.
Operators need platforms that are fast and stable, give them clear visibility into performance, and provide the tools to actively manage engagement and retention. They also expect more flexibility like different markets, player segments and business models require different approaches.
Infingame has highlighted the shift toward self-service analytics, giving operators direct access to performance and player data. How is this changing the way casino teams make decisions about content, lobby placement and provider performance?
The biggest change is speed. With direct access to performance data, casino teams can see what is happening and act on it immediately. That changes everyday decisions around lobby placement, promotions and provider performance.
For us, self-service analytics is really about making data operational. The value is not in having more dashboards but it is in helping teams make faster, better-informed decisions about the casino product.
Regionalisation has become increasingly important, with the same game often performing very differently from one market to another. How can aggregators use their cross-market data to help operators build more locally relevant portfolios?
The advantage aggregators have is visibility across a much broader picture. We can see how the same content behaves across different markets, operator models and player groups, and that makes it easier to identify patterns that would be difficult to see from a single casino.
This allows operators to build portfolios around local behaviour rather than assumptions. Regionalisation becomes much more precise when decisions are based on actual performance signals instead of simply following what is popular globally.
Infingame has positioned speed and platform stability as commercial metrics rather than simply technical ones. How important do you expect infrastructure performance to become when operators evaluate aggregation partners and look to improve player retention?
I think infrastructure performance is becoming one of the most important commercial criteria, because operators increasingly understand that technical performance directly affects the player experience. Players don’t think about infrastructure as they simply notice when a game is slow, a session is interrupted or something doesn’t respond as expected.
That is why we look at metrics such as response times, uptime and transaction stability as business metrics. Content and engagement tools can bring players in, but the infrastructure has to make sure the experience is fast and consistent enough to keep them there.