Nolimit Relaxed about content demand

Nolimit Relaxed about content demand

Wednesday, February 1, 2017
Games developer forges distribution partnership

The complexities of the online casino sector – the issues of legacy tech, the proliferation of me-too content, the problems with bonusing – are difficult enough for the large suppliers to navigate. Spare a thought, then, for the smaller game studios attempting to overcome the various hurdles and obstacles thrown in their way as they attempt to forge a path to get in front of the consumer.

One such company is Stockholm-based developer Nolimit City which has recently announced a distribution deal with Relax Gaming. Jonas Tegman, chief technology officer at Nolimit City says the deal exposes one of the brutal truths about being a small fish in a big pond – getting integrations done with individual operators can often be a near-impossible task.

“It is always a challenge for new developers with small but growing portfolios to integrate directly with large operators,” he tells TotallyGaming.com. “Large operators are spinning many plates, and some struggle to make a business case with direct integrations.”

Hence, the one-stop-shop approach of a larger distributor such as Relax, although Tegman adds that this might be something of an exception for Nolimit City due to the “meeting of minds” between the pair over how to seamlessly integrate technology. “They share the same business-led approach towards technology as we do,” he says. “They are the only company on the market with whom we would take this approach.”

Nolimit City believes there is a demand imperative which means operators feel the need to “pack their portfolios” with quality games, and that the best way to do that is to add product from smaller suppliers. “Operators focus mostly on good content, and sooner or later there will be a good business case for cutting out the middle man and working directly with the provider,” he says.

Somewhat controversially, Tegman suggests the sector is not overwhelmed with me-too content. “There are many new and exciting features coming to market all the time,” he contends. But he is not convinced about the need for exclusivity.

“It is only the larger providers and operators that can afford to even consider it,” he says. “I think exclusive content is overrated, and does very little to encourage players to wager with a particular brand. The problem is that properly exclusive content is so expensive, both for the supplier and the operator, it is not worth us even looking into it right now.”

Totally Gaming says: Distribution deals such as that signed between Nolimit and Relax are inevitable given what we know about the problems that many operators have with integrations. Originality may not be an issue for Tegman and Nolimit City, but it is for most operators.

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