Operator ‘own-brand’ slots: Paddy Power Betfair ramping up, Gala Coral pulling back
Paddy Power has increased the penetration of slots content from its own in-house supplier Cayetano to 50% over the last 12 months, according to this month's exclusive analysis by iGaming Tracker’s Ken Muir.
Gala Coral has however scaled back penetration of CR Games over the same period, with Sky Bet’s Core Gaming remaining broadly stable.
For the full data and analysis, read iGaming Tracker: the growth of operator ‘own-brand’ games (paywall)
The recent consolidation play in the sector has also seen the strategy and content rolled out across sites within the expanded groups, with Cayetano content now featuring heavily on Betfair Arcade and CR Games on Ladbrokes’ slot pages.
Muir however emphasises while there are several advantages of this strategy beyond the obvious one of not having to pay a rev share out of their GGR, the evidence suggests these games are there to complement the high-profile games from the big games developers, rather than replace them.
For the full data, analysis and graphics comparing the own-brand strategies of Paddy Power Betfair, Sky Bet and Ladbrokes Coral, see iGaming Tracker: the growth of operator ‘own-brand’ games (paywall)
Related articles: iGaming Tracker: how the casino supplier mix changes by country (paywall)
UK online casino market share: betting sites vs. casino sites (paywall)