From modern smartphones to social media sites, application programming interfaces (APIs) are becoming synonymous with the technology of today. With new technologies and opportunities to streamline the user experience, we’ve only scraped the surface of what APIs can do.
It’s no different in the business world, where maintaining flexibility and supplier agnosticism is of increasing importance so as to avoid legacy issues and keep up-to-date with the latest developments.
Ahead of their attendance at ICE, we spoke with Stian Hornsletten, CEO of CasinoEngine and co-founder of EveryMatrix to discuss the key drivers behind the API driven architecture of CasinoEngine, the igaming integration platform.
Developing an API-first product
When developing the product, EveryMatrix saw a real need for improved efficiency and value-added services around aggregation.
CasinoEngine targets UX enhancements and caters for personalised and localised casino experiences, with the aim of creating unlimited creativity for gaming operators.
In line with this, operators can build their own front-end, and Hornsletten says this is exactly what their most successful partners are doing. Furthermore, the multiple web APIs grant operators full control of the front-end while providing business intelligence.
For example, Hornsletten details the game rounds API and its benefits: “To see the outcome of game rounds now, you would have to go into the backend of RNGs. We feed this into one API where instead of going into many different 3rd party back-offices, you can either use CasinoEngine’s or your own. We’re really streamlining the back-office experience.”
New live API casino technology aggregated across several vendors allow players to view real-time, in-game statistics.
Finally, to further improve the UX, CasinoEngine’s UI communication framework allows operators to have full control over the gameplay window on both desktop and mobile displays. This allows for real-time notifications in the gameplay windows, whether they are responsible-gaming related (reaching time and money limit or mandatory breaks) or maintenance windows. Furthermore, there is the ability to control additional buttons on top of the gameplay window, for instance, quick deposit and cashier functions, gameplay information, carry out gamification features, etc.
The solution aims to increase the value of each player, differentiating operators through wider options and product offerings.
Success in the field
As a result of these developments, the team reports great successes from 2018. Hornsletten cites the launch of over 30 new casino clients, including the Norwegian state monopoly Norsk Tipping, Tipico and Adjarabet as exemplary of this. Now, CasinoEngine provides access to over 8,000 games across more than 140 vendors and sub-vendors.
Additionally, CasinoEngine is fast approaching one billion in-game rounds per month, seeing over 230% YoY GGR growth, adding more than 16 new game vendors.
Hornsletten says: “As a result of our dedication to quickly launch new content providers we are able to facilitate partners’ access to additional regulated markets on top of their games offering. Recently, for example, we did a UK content push with Red Tiger, Eyecon, Gamevy, Leander, Relax Gaming, Yggdrasil and ReelNRG.”
So, what does 2019 hold for EveryMatrix and its CasinoEngine solution?
Hornsletten says: “One development we’ll be making in 2019 is to improve our game performance scoring. We want to be able to compare games like-for-like to understand their net value to the operator.”
“This can be done quickly if you have a decent amount of players. When you’ve got 70-90 games being released per month, there’s a constant battle for the front position.”
He explains that there are a number of ways to calculate this – player session lengths, costs, NGR of games and the churn. This scoring can in turn affect the position of a game in the lobby.
“Our aim is to drive this with AI, so you can automatically re-design lobbies based on players, markets and demographics. Of course, it also depends on any placement deals you have with vendors.”
Solutions such as this can serve to significantly improve the player experience and lifetime value, and with that make the operators more efficient and more fruitful.
EveryMatrix will be available to discuss these developemts and their products further at stand N6-310 at ICE.
About the expert
Stian Hornsletten is CasinoEngine CEO and EveryMatrix co-founder and has over 19 years’ experience in the internet gaming industry. He holds an engineering degree in computer science and a degree in socioeconomics. He was an early entrant into betting exchanges and online poker, and his skills in product innovation are propelling EveryMatrix’s casino product forward.
The original version of this article has been published by iGaming Business on January 22, 2019 under the title Tip of the API-ceberg.