Casino games studios – First steps
Creating a slot game is only the first step in the fight for players’ attention in the online casino market. For a title to have a chance at success, it is necessary to develop an effective distribution strategy and take care of visibility in the operators’ lobby. Choosing the right integration model, avoiding common mistakes, and engaging in active marketing efforts are key – both for new studios and experienced developers. Check what requirements a game studio must meet to make platform operators want to work with them.
How many games does a game studio need to enter the market?
Every independent casino game studio just starting out asks itself how many games it really needs in its portfolio for game providers and aggregators to want to talk to them and offer their games to players. Of course, there is no one exact number, but there are practical thresholds and industry expectations that influence game providers’, agragator’ and operators’ decisions.
Threshold 1 – Studios with 1-5 games but with something unique
If a game studio has 1-5 games in its portfolio, most operators will not see it as an interesting business partner. To enter the industry with such a small portfolio, the games need to have strong advantages, such as:
- strong, unique mechanics (e.g. innovative features, a new type of gameplay),
- high production quality – comparable with top games on the market,
- proven success on other platforms (high retention, ROI, good metrics),
- cooperation with influencers or a unique IP license (e.g. a character known from YouTube or TikTok),
- compliance with GEO licensing restrictions,
- the studio must follow the requirements of game providers or aggregators.
Threshold 2 – 5-10 games in the catalog
Studios with about 10 titles are seen by casino operators as companies with ongoing production, not just one-time projects. This helps during initial talks. Operators working with such studios expect thematic and technical diversity (e.g. classic slots, bonus buy games, cluster pays, mythological, fruit, or adventure themes). In this case, casinos also value game testing in terms of behavior and licensing. What matters most to operators are the portfolio, release roadmap, certifications, retention data, and high-quality execution.
Threshold 10+ games – readiness for long-term cooperation
Having more than 10 games allows independent studios to talk with bigger operators, offer regular releases, and promote exclusive, branded, or time-limited games. These studios can also start discussing the method of integration with the casino. However, it’s important to note that no matter if a studio has 10, 15, or even more games – if it doesn’t offer aggregator integration, has no certifications or support, and doesn’t provide reports on retention, conversion, or GGR – many operators won’t even start the conversation.
Direct integration or aggregator – which model to choose?
The first decision most studios face is whether to work with operators via direct integration or use an aggregator platform. Each model has its benefits and limitations. In reality, for very small studios, this choice is often just theoretical – the market sets its own standards.
Direct integration gives more control over the relationship with the operator and allows better management of promotions and game exposure. This solution is preferred by studios that want to build a strong brand and invest in B2B relationships. However, it requires more technical resources, a dedicated support team, and readiness to adapt to different operator environments. Every new integration is a separate project, which makes scaling harder.
On the other hand, aggregators such as EveryMatrix, Relax Gaming, or SoftSwiss offer much faster access to many operators with just one API. This lets studios focus on game development while reducing the technical and logistical load. But what are the consequences of using an aggregator? The developer must accept a lower margin and less control over how and where their game is promoted. Additionally, in the aggregator’s portfolio, the game can easily “disappear in the crowd” if not highlighted properly.
Common mistakes during integration
No matter which development model is chosen, many studios repeat mistakes that can delay launch or even doom a game’s success entirely.
Adjusting to compliance requirements
Regulated markets like the UK, Spain or Sweden enforce strict rules on RTP, animations, game speed and user interface. Ignoring these can lead to rejection during certification. To avoid this:
- use automated casino games testing tools that verify compliance with technical licensing standards,
- build in checkpoints for regional rule changes early in development.
Inconsistent technical documentation
Poor or incomplete docs cause integration headaches on the operator or aggregator side. Consistency and clarity are key:
- maintain a single source of truth for APIs and integration guides,
- version-control all documentation and update it alongside code changes.
Overlooked localization
Missing language versions or support for local currencies greatly limits availability in targeted markets. A robust localization plan should:
- include all major languages spoken in each region,
- handle currency formatting and payment methods natively.
Mismatched RTP and mechanics
Game volatility and difficulty must align with local player preferences. For example, low-volatility slots may underperform where players chase bigger wins. Always:
- research target-market behavior before setting RTP parameters,
- consider adaptive volatility options to cater to mixed audiences.
Regulatory oversights
Neglecting RNG certification or required licenses can block distribution entirely. Prevent this by:
- tracking certification timelines and renewal dates per market,
- assigning a compliance owner responsible for each region.
How to increase game visibility in the operator’s lobby
Even the highest-quality slot won’t succeed if players never see it. Presentation and promotion in the casino lobby are just as crucial.
Promotional campaign readiness
Games with built-in free spins, tournaments or reward systems are more likely to be featured. To appeal to operators:
- integrate turnkey promo tools that require no extra setup,
- highlight campaign-friendly mechanics in your pitch deck.
Eye-catching visuals
In a crowded lobby, name, icon and short description must grab attention instantly:
- choose simple, memorable titles and taglines,
- design icons with clear silhouettes and contrasting colors,
- write concise descriptions focused on unique selling points.
Data-driven negotiations
Collect player-behavior metrics—average session time, return rate, spins per session—and package them into case studies. This:
- proves the game’s performance to operators,
- strengthens your bargaining position for prime placement.
Innovative feature highlights
Novel mechanics attract both players and operators seeking fresh content. Consider:
- feature buy-ins for instant bonus access,
- adaptive volatility that shifts risk profiles mid-game,
- dynamic missions that drive engagement over time.
External marketing strategies
Working with streamers and influencers specializing in casino games can spark interest from day one. A targeted campaign can:
- generate hundreds of thousands of views within days,
- drive real increases in game launches and revenue.
Plan collaborations around in-game events or new features to maximize buzz and ensure lasting impact.
