Why are Games Valley’s solutions valuable and useful for both new and experienced operators?
Operators today face very different challenges, depending on where they are on their journey. New entrants typically want to launch quickly and build a competitive product without spending months navigating technical integrations and supplier negotiations. More established operators already have scale but need better tools to optimize their product and improve performance. Our aim is to support both. For new operators, a big part of the value comes from reducing friction. We focus on simplifying integration, and giving operators access to a strong network of suppliers through a single environment so they can get to market much faster. For more experienced operators, the conversation tends to shift away from access to content and toward performance. At that stage, the question is not simply which games are available, but which ones are actually working, how players are behaving and how the product can evolve to drive stronger engagement. Ultimately, Games Valley tries to position as a partner that grows alongside the operator rather than simply a gateway to content.
Some words that define your company’s work and its relationship with partners are integration, insight, localization, data, and execution. Could you briefly elaborate on each of these?
A lot of aggregation used to be defined by one simple idea, and that was offering as many games as possible. The industry has evolved a lot since then. The first step is always making sure operators can connect to the platform easily. Technical integration should be straightforward and predictable so that teams can focus on building their product. Once content is live, operators need to understand what is happening inside their lobby and how players are interacting with the games available to them. Having visibility into performance trends is incredibly important because it allows operators to make smarter decisions about which titles to highlight. Another factor that has become increasingly clear in recent years is that player preferences vary significantly from market to market. A game that performs strongly in one region may struggle in another, and operators need the flexibility to adapt their content accordingly. All of this relies heavily on data, but data only becomes valuable when it can be acted upon. That is why we focus on helping operators translate performance information into practical changes, whether that means adjusting their lobby layout, rotating content or identifying new opportunities within a particular market.
There’s a lot of talk about AI, but most operators don’t know exactly how to use it in their day-to-day activities. How does Games Valley’s AI Wizard function, and how can it help operators boost their businesses?
One of the biggest misconceptions around AI in the industry is that it needs to be something complex or futuristic to be useful. In reality, some of the most valuable applications are the ones that simply remove time-consuming operational work. Integration is a good example. Most aggregators advertise fast integration, but, in practice, the process often turns into weeks or even months of technical back-and-forth. We looked at that process and asked how much of this could be automated. The result is our AI Integration Wizard. Instead of forcing operators to navigate a long technical checklist, the wizard guides them through the entire setup process step by step and automates much of the configuration that would normally be handled manually. The entire process is structured so that operators can move from initial access to a fully operational setup in roughly 24 hours. That is a significant difference compared with the traditional integration process, which can easily stretch into several weeks. So rather than presenting AI as something abstract, we prefer to use it in ways that solve practical problems.
Latin America is one of the most attractive regions for the sector today, especially Brazil. What’s your perspective on the potential of this market, and how is your company advancing its positioning on the continent?
The first year of the regulated market in Brazil has already demonstrated the scale of the opportunity. Revenue levels have been significant, and the number of licensed operators has grown quickly, which shows just how much interest there is from across the industry. At the same time, Brazil is proving to be a very competitive environment. Operators are quickly realizing that success will depend not just on entering the market but on offering a strong product and building lasting engagement with players. From our perspective, that is where aggregation can play a useful role. Being licensed in Brazil allows us to support partners that want to enter the market while also helping existing operators refine their content strategy as the market evolves. We are continuing to expand our footprint in the region by strengthening supplier relationships, supporting localized content strategies and ensuring operators have access to the insights they need to understand player behavior in a rapidly developing market.
Given the constant technological innovation in the gaming industry, how will your company stay ahead and offer differentiated solutions over the next two years?
One advantage we have is that our platform was built relatively recently and does not carry the weight of legacy systems. That gives us the flexibility to evolve quickly as new opportunities emerge. Over the next couple of years, our focus will remain on strengthening the areas where operators need the most support. That includes continuing to streamline integrations, expanding the range of insights available through the platform and developing tools that help operators understand performance more clearly. At the same time, we want to keep moving beyond the traditional idea of aggregation. Simply distributing games is no longer enough to create real value. The longer-term vision is to become a partner that helps operators grow, whether that means entering new regulated markets, refining their product strategy or improving player engagement.