Max Chertkov, CEO of Vegangster, has outlined how online casino operators can leverage diverse content portfolios to deliver greater value to players. Speaking to iGaming Expert, Chertkov emphasized that in an environment where most operators have access to similar games and aggregators, the real competitive edge comes from how content is curated and presented to players rather than the sheer number of titles available.
Portfolio Curation Over Quantity
Chertkov noted that simply expanding a casino’s catalogue no longer sets a brand apart. Instead, operators should focus on understanding player preferences from their first interaction—often through advertising—and ensure the games promoted are easily discoverable in the casino lobby. He argued that relevance and accessibility are more important than volume, as players are more likely to engage when they can quickly find the games that attracted them in the first place.
Vegangster’s aggregator strategy includes not only slots but also sports, live games, trading cards, CCTV games, and prediction markets, offering a broader content mix. For operators seeking more tailored experiences, Vegangster’s Tequity integration enables the creation of branded games using a ready-made RNG engine.
Matching Content to Audience
The success of each vertical—slots, live casino, sportsbook, or others—depends on the target audience and market. Chertkov highlighted that while slots tend to drive revenue growth in most regions, markets like Asia see stronger demand for live dealer games and baccarat. Sportsbook, he said, requires a longer-term approach to build trust and reputation, typically taking several years to establish a strong position. The breakdown of revenue by vertical is rarely balanced and usually reflects the core focus of the operator’s acquisition strategy.
Why This Matters for Industry Stakeholders
For operators, affiliates, and suppliers, Chertkov’s insights underscore the need to move beyond catalogue size and focus on player-centric content strategies. Affiliates may benefit from promoting brands that offer a clear match between marketing messages and in-lobby experiences, while suppliers and aggregators are encouraged to support operators in curating content that aligns with evolving player interests. Regulators, meanwhile, may note the growing importance of content discoverability and relevance in fostering responsible gaming environments.
Retention and the Value of Diversification
Chertkov cautioned that adding more games alone does not guarantee better retention. Factors such as bonuses, product quality, and communication play a greater role. However, introducing genuinely new verticals—rather than more of the same—can increase the average revenue per player. Vegangster’s data indicates that adding live casino and sportsbook options has notably boosted player value.
Key takeaways
- Operators should prioritize content relevance and discoverability over sheer catalogue size.
- Diversifying into new verticals can increase player value and reduce churn.
- Matching promoted content with actual offerings is crucial for acquisition and retention.
- Affiliates and suppliers should support strategies that focus on player preferences and market-specific trends.