Revolutionise game integrations with GamingSoft’s API aggregators

As operators build increasingly expansive game libraries to drive engagement, monetisation and loyalty, there is growing evidence that, in igaming at least, variety is the spice of life. From September 2023 to September 2024, the number of unique games available across online casinos worldwide leapt by 45%. Indeed, by the end of Q3 last year, operators offered games from 58 studios on average, with one in five showcasing games from more than 100 studios. About 25 new igaming studios launch every single quarter, while existing producers are ramping up their output to stay front of mind.

It is an increasingly congested space – and integration issues are an inevitable consequence.

Integration challenges

The challenges have been exacerbated by the surging popularity of crash games, succinctly described by one studio’s CEO as “deceptively complicated” underneath their simple concept.

With crash games supercharging engagement among younger adults – and particularly in emerging regions like Africa, Latin America (LatAm) and CIS – the importance of integrations that are effective, as well as speedy, is amplified.

While delays due to sluggish, disconnected integrations of game content and payment solutions can be frustratingly time-consuming, the impact of an ineffective or hurried integration is even greater from a reputational standpoint.

A crash game is not meant to literally crash at the cashout stage, for example.

However, while the adverse impact of imperfect integrations is clear, successful ones can provide game-changing benefits for operators, including greater margins, reduced levels of fraud and an array of tools and content.

Revolutionising integrations

As operators grapple with the perennial challenge of getting games in front of players as quickly and efficiently as possible, GamingSoft believes its GS Connect and GS Connect+ API aggregators can revolutionise igaming integrations.

“From the very start, our goal with GS Connect and GS Connect+ was simple – to make life easier for operators,” GamingSoft Co-founder and CEO Henry Goh says.

“We’ve seen first-hand how frustrating and time-consuming it can be to integrate game content and payment solutions separately. With a single API integration, we wanted to give operators instant access to over 8,000 games from 200-plus top providers while also streamlining payments. The idea was to create a solution that gets them up and running without the usual headaches, allowing them to focus on growing their business rather than dealing with technical roadblocks.”

GS Connect’s vast Super Lobby interface automatically adds live casino games, sportsbooks, slots, poker, fishing games, virtual sports and more, whenever there are new releases.

While players enjoy minimal latency and smooth transactions, operators are equipped with a multi-lingual backend, multi-tier agent system, unlimited agent commissions and straightforward balance adjustments at their fingertips.

Meanwhile, GS Connect+ offers a range of gamification tools, allowing operators to set up automated tournaments – such as customisable leaderboards – as well as tailored achievements and promotions to drive player engagement and retention.

Making a difference

The solutions, which have been designed under the company’s ‘one API to connect them all’ mantra, appear to be making a real difference.

Goh credits the Super Lobby’s streamlined interface with delivering, over the past six months, a 38% increase in the player count for GamingSoft’s operators that have integrated the provider’s API solutions.

Operators have also reported a noticeable uptick in player retention, with an average increase in gameplay per session of one minute and four seconds.

Meanwhile, the feedback from operators for GS Connect+ has been “overwhelmingly positive,” Goh says.

“One of our recent Asian partners shared how GS Connect+ streamlined their market entry, allowing them to go live with a rich portfolio and fully-integrated payment gateways from day one,” Goh adds. “They were able to launch their platform swiftly, without the typical delays and integration hurdles that can slow down a business.”

Overcoming roadblocks

Typical integration blockers can range from compatibility issues to slow response times and data synchronisation problems.

To navigate such a variety of potential challenges, the API solutions were built to be as adaptable as possible.

Multiple programming languages and frameworks are supported, allowing developers to work within their preferred tech stack. Additionally, security and stability are enabled through encrypted data transfers, protection against DDoS cyberattacks, and a “fail-safe system that keeps everything running even during high-traffic periods,” Goh says.

GS Connect offers auto-scaling capabilities, load balancing, and real-time monitoring to enable platforms to handle high traffic loads and avoid performance bottlenecks.

“The demand for API solutions is higher than ever, and we knew we had to offer something beyond what’s currently available,” he added. “We built GS Connect and GS Connect+ with flexibility and long-term growth in mind, giving operators not just a tool but a complete solution that evolves with their needs. At the end of the day, it’s about providing operators with the right support to stay competitive while keeping things simple and scalable.”

Growth opportunities

Having the tools to scale quickly and efficiently has become increasingly important for operators with an eye on emerging markets. While Africa and LatAm only accounted for 3.4% and 4.7% of igaming global gross win late last year, substantial growth is anticipated in both regions due to regulatory changes and greater mobile technology adoption.

“As we expand our reach into LatAm, we’ve prioritised partnerships with providers offering localised content that caters specifically to the region’s player preferences,” Goh adds. “This ensures that operators entering LatAm have access to the right content and payment solutions tailored to the market.

“The same strategy applies to Africa, where we’re strengthening connections with key providers to support seamless expansion. With our strong presence in Asia already well established, GS Connect provides operators with the foundation they need to penetrate emerging markets confidently, tapping into new player bases while maintaining a high-performance gaming environment.”

“Operators can focus on their growth while we handle the complexities in the background”

Crash games

The rocketing popularity of crash games in emerging markets and worldwide is expected to be a key driver of igaming growth. However, from an integration perspective, Goh explains that the vertical comes with a unique set of challenges.

Unlike traditional slots or table games, crash games rely on real-time mechanics that require stable, low-latency connections for smooth gameplay. However, operators often face technical hurdles when trying to synchronise game servers with their platforms, especially when it comes to handling live wagers and instant cashouts. Accordingly, many face issues like lag, delayed payouts, or mismatched bet settlements.

Additionally, operators often struggle to handle traffic spikes in crash games without compromising performance. It is also common for platforms to struggle with integrating responsible gambling features and retention tools to enhance player engagement while ensuring compliance with regulatory standards, Goh adds.

Optimising APIs

It is clear that the stakes are high as operators seek to establish a sustainable foothold with crash games, particularly in emerging markets – and the margin for error is small.

The good news is that surging demand for crash games has encouraged providers to refine their technology, making integration smoother for operators, Goh says.

“We’re seeing more providers investing in optimised APIs, ensuring that crash games run seamlessly with existing platforms,” he adds. “Many providers are also improving game stability, incorporating smart risk management tools, and enhancing user interfaces to make the experience more engaging for players.

“For operators, a more integrated and seamless solution means they can meet the growing demand without technical roadblocks. With advanced retention tools like real-time leaderboards, bonuses, and automated marketing features, they can keep players engaged while maintaining a stable, high-performance gaming environment.

“Ultimately, as crash games continue to evolve, so do the solutions that make them easier to integrate and manage, benefiting both operators and players alike.”

Technical support

The GamingSoft technical support team is on hand to address any issues and assist developers and operators with the guidance they need.

“The goal is simple – make integration effortless so operators can focus on their growth while we handle the complexities in the background,” Goh says.

Whereas straightforward problems can be resolved “on the spot”, Goh explains how GamingSoft undertakes thorough investigations into more complex cases – such as integration conflicts or technical limitations – by running tests and reviewing logs.

“Once we’ve identified the root cause, we don’t just offer a quick fix – we tailor a solution that aligns with the operator’s platform,” he adds. “Whether it’s a custom API configuration or enhanced flexibility, we adapt to their needs. Throughout the process, we keep operators informed, so they always know what’s happening and when.

“Even after the issue is resolved, our commitment doesn’t end there. We remain available for follow-ups, further optimisations and any additional integrations they may require. For us, it’s not just about solving problems – it’s about delivering lasting solutions and empowering operators with the tools and support they need to thrive.”

With GamingSoft’s API aggregators, though, Goh stresses that there is neither a need for repeated integrations nor manual updates.

“Everything is as seamless as an iOS or Android update,” he says.

New features

Looking to the coming months, GamingSoft is working on various new GS Connect and GS Connect+ features based on feedback from partners.

These include an automated credit system in the agent backend that will simplify agent management and operations, and commission-based promotional activities, allowing agents to fund their own promotions to attract more players.

Agents will be able to purchase free spins for players directly from the backend, while a new GSC+ Jackpot will also fund initiatives that optimise player engagement and maximise retention while easing the financial burden on operators.

“These upgrades are all designed to provide operators with better tools for growth, retention and profitability,” says Goh, who underlines the benefits for operators who can offload the heavy lifting of essential integrations.

“The beauty of GS Connect and GS Connect+ is that they keep operators ahead of industry trends without extra effort at their end.”