For years, aggregation success has been measured by catalogue size, supplier breadth and the speed of integrations. These tactical wins suited a market racing to expand, but they now fall short against the deeper challenges that operators face daily – from an ever-shifting regulatory landscape to siloed reporting and inconsistent promotional processes.
These frictions accumulate quietly but significantly, slowing decisions and reducing a business’ ability to respond with agility. Increasingly, operators require data transparency, intuitive promotional tools, simplified tech operations and ongoing performance insights to maintain traction.
This shift in need is reshaping the role of the aggregator. Access to content is no longer the differentiator it once was. The task now is to create infrastructure that helps igaming businesses work more efficiently and plan more effectively.
With this changing landscape in mind, agile integration platform Hub88 has focused its attention on developing a more modern aggregator solution for operators navigating maturing markets.
As Natasha Giorgio, Hub88’s head of business development and sales, puts it: “There’s a need now to think beyond simply the next release cycle.”
Providing context for igaming content
Hub88 is known throughout the industry for its single-API access and broad content catalogue, featuring more than 12,000 games from over 100 developers, including Pragmatic Play and Relax Gaming.
However, the Tallinn-headquartered business’ evolution over the past year has shifted it into a different role: an aggregator focused on removing the operational friction that operators face daily. That shift matters because fragmentation remains one of the biggest barriers to efficient decision-making. Operators often navigate supplier-specific portals, isolated BI tools and a patchwork of reporting systems, leaving them without a clear or unified view of performance.
Hub88 has approached this problem by treating aggregation as an intelligence layer rather than simply a content pipeline – an approach increasingly associated with the best iGaming aggregators as operator demands evolve. Its HubConnect environment brings operational data, supplier information and performance analytics into one place, giving operators a single view of the information they need.
Giorgio explained: “Partners need the context around content – what’s trending, what’s underperforming, where friction sits. Data transparency is no longer optional.”
“Partners need the context around content – what’s trending, what’s underperforming, where friction sits”
The Operator Zone dashboard builds on that idea, highlighting top-performing yet-to-be-integrated titles and surfacing active promotions. It is designed to help operators identify revenue opportunities earlier and make decisions with confidence.
By reframing aggregation around visibility – not volume – Hub88 aims to turn a long-standing industry challenge into a foundation for smarter, faster commercial planning.
Promotions that drive strategy
Promotional activity is critical to retention, but the reality across much of the industry is that promo workflows remain manual and decentralised. Many teams still rely on emails, spreadsheets and ad hoc processes, creating operational lag and making it difficult to plan campaigns with confidence.
To address this, Hub88 built the Promotions Marketplace: a single environment where operators can browse supplier promotions, opt in instantly and execute campaigns without multiple back-and-forth exchanges. Suppliers likewise gain a consistent system for deploying and tracking their activity.
“This moves promotions from an administrative burden to a strategic growth lever”
Giorgio positions the shift clearly. “This moves promotions from an administrative burden to a strategic growth lever,” she said.
The Marketplace’s value is amplified by the broader HubConnect ecosystem. Insights from the Operator Zone show which games or suppliers are gaining traction, helping operators pair promotions with proven audience demand rather than guesswork.
This approach reflects Hub88’s wider view of the iGaming aggregation platform. For them, tools should reduce workload and increase clarity, allowing teams to focus on higher-impact strategic choices.
Simplifying complex igaming tech
Technical operations can be another persistent pain point for operators. Integrating multiple suppliers means dealing with varied documentation, inconsistent standards and long onboarding queues. Even when integrations are complete, ongoing maintenance consumes time and engineering resources that could be better spent elsewhere.
Hub88’s recent technical enhancements directly address this complexity. The Generic Games SDK consolidates different supplier technologies into a single integration layer. Instead of managing multiple frameworks, operators integrate once and standardise across the board.
“We’re dramatically simplifying the integration experience,” Giorgio said. “Operators can now connect to multiple supplier technologies through one toolkit, making onboarding faster, more reliable and far less resource intensive.”
The ThrillTech Jackpots SDK further reduces lift by handling real-time jackpot events and UI logic out of the box – an area that often requires custom engineering work.
Supporting all this is HubAI, the instant multilingual assistant embedded within Supplier and Operator Zones. Where operators have typically had to rely on slow ticket-based support, HubAI provides documentation, code examples and troubleshooting guidance in seconds.
Giorgio explains: “The tool deploys AI as an enabler rather than a replacement. It augments human capability by removing friction, accelerating workflows and giving teams instant access to the information they need.”
Each of these tools addresses a common operational burden, redesigning aggregation around efficiency rather than manual intervention.
Optimising casino content through data
Even with strong content catalogues, operators often struggle to understand the impact of new titles, promotions or feature integrations across different markets. Without reliable comparative data or automated monitoring, optimisation becomes slow and reactive.
Hub88 addresses this with performance insights built directly into HubConnect, allowing operators to view KPIs, track supplier behaviour and identify emerging opportunities. Instead of relying solely on external BI systems or internal reporting cycles, teams get continuous, in-context information that helps refine decisions.
Giorgio underlines the importance of this: “Operators don’t just need the next game. They need the confidence to understand why it performs, how it behaves across markets and how their choices compound over time.”
Tools like Flagged Activity, enhanced this year with threshold customisation and automated investigations, support operational resilience by surfacing suspicious behaviour quickly without overloading teams. This reflects a broader shift where aggregators act not only as connectors but also as guardians of quality and compliance.
“Operators don’t just need the next game. They need the confidence to understand why it performs”
“The wider trend is taking a clear shape,” Giorgio said. “Fraud management is no longer an isolated function at the operator level. Aggregators that provide intelligent, integrated tools to detect, prevent and respond to threats are now an essential part of a resilient and scalable infrastructure.”
For many operators, these small efficiencies create measurable gains. Faster onboarding, clearer promotional planning, simplified development work and reliable insights often produce operational improvements within days and commercial benefits within one to three months.
Tracking online casino game trends
While Hub88 has increasingly focused on operational enablement, its view remains firmly fixed on an aggregator’s most important currency: the games themselves. With thousands of new titles flowing through the market each year, operators face a constant challenge in separating short-lived novelty from lasting player appeal.
Scale gives Hub88 a broad perspective on how game design and player preferences continue to evolve.
“One clear pattern is the continued rise of immersive, interactive content,” Giorgio said. “Players are increasingly drawn to games that offer dynamic features, narrative depth and, probably most obviously, integrated jackpot or bonus mechanics. This trend isn’t just about graphics or animation, it’s about delivering a compelling experience that keeps players engaged session after session.”
Alongside immersion, personalisation has become increasingly central. “Gamers now expect tailored content, whether through adaptive bonuses, multi-variant gameplay or recommendations based on play history,” she said.
For Giorgio, social features and technical consistency are playing a growing role, while there is also a strong push toward cross-platform and mobile-first design.
“Staying ahead of these trends and integrating the right mix of content is what will keep operators better positioned to retain players, maximise engagement and continue to drive sustainable growth.”
Operational inefficiencies are now among the biggest barriers to sustainable growth in iGaming. Natasha Giorgio, head of business development and sales at Hub88, sits down with iGB to explain how the company is reframing aggregation as an enablement layer designed to support long-term business performance.