The main objectives of the research was to get insights on client expectations when choosing the igaming software provider, discover product and workflow characteristics that are the most significant for partners, and understand the level of satisfaction with Softswiss solutions compared to competitor products. The survey was conducted among partners of the Softswiss game aggregator, one of the most in-demand products in the company’s portfolio.
Survey results: Industry insights
According to the research, the crucial functional reasons for choosing a business partner in the igaming industry are the following:
- – Wide range of games
- – Flexibility in discussing terms of service
- – Quick response and resolution of issues
At the same time, the characteristics which have low importance are the availability of licences and certifications for regulated markets and overall positive reviews about the company.
As for the emotional characteristics which influence the decision, the top 3 were:
- – Simple and quick communication with the [account] manager
- – Offering services and products that meet the needs of the company
- – Long-term partnerships
The least important emotional attribute is the software partner’s prestige.
Based on the survey, clients cite the main reasons to terminate the business relationship as poor quality or lengthy request resolution, lack of involvement of a company representative in resolving issues, and lack of additional technical features and functionality.
As stated in the research, Softswiss partners also highlighted the top 3 most important functional characteristics of the game aggregator, these were:
- – Stable access to games
- – Fast response to unscheduled malfunctions
- – Experienced integration support
- – Further support from the game aggregator team
In addition, clients noted that they received “timely communication about the changes in the API” and were promptly notified about new “API technical opportunities”.
The results of the survey showed that 90% of game aggregator clients are satisfied with the products they use from Softswiss. The most significant characteristics they considered when choosing Softswiss were:
- – Prompt and quality communication at different stages of the joint work
- – Variety of games
- – Flexible terms of service
- – Easy integration process
These characteristics are in line with what Softswiss aims to deliver to clients. Along with the Game Aggregator, Softswiss partners most often purchase the affiliate management platform Affilka. 55% of Softswiss game aggregator clients have integrated the affiliate tracking software and are highly satisfied with it.
Client opinion: Game aggregator characteristics
As reported in the research, the overall satisfaction index of the Softswiss game aggregator is 8.2 which is an excellent result. Such a high level of client satisfaction demonstrates Softswiss’ focus on meeting client needs. The Softswiss game aggregator received a high score for each of the crucial characteristics which were pointed out by the industry players in terms of choosing this kind of product (on a scale of 1-10, where 1 is the least important and 10 is the most important):
- – Stable access to games – 9.0
- – Timely notifications about planned work – 9.0
- – Quick response to unscheduled problems (notifications, solution speed) – 8.8
- – High-level of integration support and further support from the game aggregator team – 8.5
It is worth noting that the Softswiss game aggregator received the highest score for the most significant feature for clients, namely, stable access to games.
When examining the survey results related to the level of service support, the numbers display that client service is higher than that of competitors, which is an essential achievement for the team:
- – Softswiss – 7.9
- – Competitors – 7.4
“Such research is very helpful for understanding in which direction to move further to improve our performance. We are pleased to see that our partners highly appreciate our work. This inspires us to make the game aggregator even better. We strive to be a reliable partner for our clients and provide them with quality service,” commented Tatyana Kaminskaya, head of Softswiss game aggregator.
“Ongoing work with clients and studying their needs is one of the most important tasks that the marketing department sets. Understanding the customer allows us to create innovative products, as well as to adapt and develop customer service to the highest level. And, of course, we are glad that the results of this study give us not only valuable insights but also show high satisfaction with both our products and service. More and more factors indicate that Softswiss work standards are becoming the benchmark in the industry”, highlighted Valentina Bagniya, chief marketing officer at Softswiss.