The world of online casinos is incredibly competitive, with global online casino revenue set to hit $46.93bn by the end of the decade. Online slots in particular is an extremely populated market, with many operators offering similar types of games, and it can be difficult to find an edge which maximises player retention.
With this in mind, operators require ease of access and will benefit greatly from having a wide selection of online slots available to suit players across the different demographics. This is where API integration comes in. Slot game API integration can enhance an online casino’s game portfolio and maximise player engagement in a number of ways.
API integration is a simple solution that works well for both operators and suppliers in the online casino industry. Operators can sign up to a platform and choose to integrate games that have been provided to the platform by an array of games suppliers.
Why this works
From the operator’s side, using API integration takes care of a number of issues. A standout problem in this space is the time it takes to integrate each individual slot game when you are taking them from a long list of separate suppliers. When you’re using an API aggregator however, the process is quick and simple. Games can be integrated in batches as opposed to on an individual basis, and they can be made available to players far sooner than when taking a suite of games from an individual supplier.
When it comes to player retention, it is important for operators to consistently update their offerings, making sure they are catering for all players at all times of the year. Seasonal content such as Christmas-themed slots in December or sports-themed slots during a global sporting event will only work well for a time, and player habits are constantly evolving. You need a mix of traditional content along with some of the modern trends such as branded content.
Wider variety
Using an API platform will also open up the opportunity to use games from more suppliers than the operator may have been able to previously. Do operators have the time to go out and meet each supplier individually and make agreements with every single one about integrating and offering their games? When they have access to the API platform, these tasks are already taken care of.
While some players may prefer the more traditional slot game, some may prefer things like branded content based on a TV show or film they like. APIs allow operators to stay on top of what their customers need, and the speed to market ensures they can offer popular new releases promptly to their players. When popular games are seen on the operator’s website a short time after their release, this will no doubt impact player engagement and loyalty, as the operator will be building trust with the player, who will know they can find the games they want to play as quickly as possible.
Customisable game interfaces
Another way to improve player engagement is by allowing the player to set the game up and view it in a way that suits them. Customisable game interfaces allow for this. The player can set up themes, soundtracks and graphics that suit their preferences. Once again, engagement is improved and the player is getting far more from the game than when they are just hoping to land on wins and bonuses. It’s about creating an entertainment experience, and the player will realise that with this particular operator, they are getting even more value for their time and money. Again, API integration can assist with this.
Real-time analytics
The importance of data in online slots cannot be understated. Gathering information on the number of player sessions, duration times, repeat sessions etc. will frame an operator’s understanding of what is and isn’t working well. That data will shape the operator’s future decisions about whether to focus on a particular slot game type or whether to disband the game entirely. Slot game APIs will help in this area, as they provide real-time analytics to operators. It is not just about gathering data, but the speed at which it is gathered is also important, as this allows operators to make decisions as swiftly as possible. When this data is firmly understood, game offerings and player experiences can be improved.
Personalised promotions
When an operator brings a new slot game into their offering, they can then think about the type of player demographic that may enjoy playing that game. Did a particular player enjoy playing a sci-fi themed game previously? They may enjoy a similar sci-fi themed game the next time the operator launches one.
Through the use of a slot game API, targeted promotions can be facilitated based on that player data. When a player sees something in marketing material that is more personal and relevant to them, they are far more likely to engage with a product than they are when they see a generic email or advertisement regarding a game that will not resonate with them.
Enhanced engagement and retention
When operators are able to combine the effects of customisable interfaces, real-time analytics and personalised promotions as mentioned above, these can work together to make a better and improved customer journey. At iGP, we have seen how these strategies can come to fruition, and the key thing to remember is that all these things can be utilised with less time and effort than they would if an operator was integrating games on a standalone basis.
Not only does using API integration improve player engagement, but it will also boost a games portfolio in a fast, efficient way. Making the most of the opportunities provided by an API will give the operator that crucial competitive edge in a fast-changing, heavily populated market like online slots.
Enter iGaming Deck
All the benefits mentioned in this article are something we at iGP take pride in offering via iGaming Deck; our casino aggregator platform. iGaming Deck gives operators more control of how they deliver promotions and bring the action to life for their players. The platform is delivered via a single API, allowing operators to launch quickly.
The action can be controlled via a live dashboard. From promotions to risk limits to game configuration, operators can be in the driving seat at a brand and player level. The user can explore reports into game providers, players, promotions, jurisdictions and more via iGaming Deck’s deep reporting tools.
The level of control offered to operators through the iGaming Deck backend dashboard offers a level of insight often lacking in legacy systems and solutions.
iGaming Deck launched in September 2023 and now provides almost 5,000 games. There are plenty more in the pipeline, with plans to add 7,000 more games in the coming months. We have seen 125% growth in monthly players and a 91% uplift in bets placed. With more than 100 million bets being placed via the platform monthly, this is the perfect time for operators to get involved and see how the platform can work for them.
We strongly encourage online casino operators to consider integrating online slots via API to ensure they are keeping their offering up to date and remaining as competitive as possible. Get in touch with us here.
