BF Games – games aggregation Q&A, w/Rok Hribar, Head of Account Management

BF Games recently launched its BF HUB aggregation platform, securing its first distribution deal with Tornado Games. Why did you decide to take this next step?

BF HUB intends to host content from new and up-and-coming studios and will support partners in making their debut across numerous markets and help introduce their fresh and expanding portfolios to players for the first time. The idea for BF HUB first developed after a successful partnership with SYNOT Games last year. Over the last 12 months, we have continued to aggregate several game studios, including Tornado Games, which is an exciting new studio eager to boost its market position and adapt in the growing market. After a string of successes, we identified a gap in the market and decided to launch BF HUB. For our partners, connecting with BF HUB is a natural step in their commercial roadmap and we have great plans to collaborate and grow together in the future.

What are the benefits of using a games aggregator service for iGaming operators?

Aggregators play a dual role, both by extending the capacity of operators’ integration and acting as an additional sales team, but the main benefit of an aggregator is speed. Operators normally plan their integration roadmaps carefully in advance, however there can still be a need for fresh and exciting content that they do not have the capacity to develop or execute.

BF Games and BF HUB has expanded into several new regulated markets over the last year, including obtaining a Canadian licence, and is currently licenced by 21 jurisdictions. We have increased our presence in the CIS region which enables our partners, like Tornado Games, to easily strengthen their presence.

We are not only directly integrated with many top market operators, but also established aggregators that would not usually integrate new or emerging game suppliers. We can give them a chance to get noticed.

Why do you think there has been an increased popularity of games aggregation in recent years?

The iGaming market is rapidly expanding and every year new countries are regulating online gaming and setting or changing legislation. In response, there are new game suppliers and operators which opens up the need for new aggregators.

Operators want to attract players by integrating with well-known, popular game suppliers, but increasingly they are recognising the benefits of new or localised content too. Content that works in one market will often gain popularity in others and become widely popular.

Instead of integrating every studio individually, operators can use one simple integration with an aggregator and focus their resources on more critical tasks on their end. At the same time, every game supplier is building its own web of contacts and connections and sees the opportunity to help other providers grow their network. In the process, they could make additional profits on top of their current network.

For what reason did BF HUB decide to offer its services primarily to new and up-and-coming studios? What support can you offer them?

We believe our network provides a highly-valuable service for new studios. We offer simple or reverse integration and great technical and account management support. We can also advise on newly-regulated markets and help studios navigate the obstacles in their way, and plan for future expansion.

Game suppliers should first test their product on a small-scale network so when they partner with bigger operators, they will not fail to deliver.  They can gather initial feedback from us, gain knowledge of where they can improve and enhance their offering going forward. We offer a collaborative and consultative service that we hope will help our partners succeed.