iGaming Tracker: how the casino supplier mix changes by country

First Published iGaming business, 6 July 2017

iGaming Tracker’s Ken Muir analyses the regional variations in casino supplier mix between different casino operators.

If local knowledge – in other words which market an operator originates from or focuses on by having worked on it or being familiar with it; plays a key role, regulation is the other component that dictates which games and suppliers are most visible in specific markets.

Scroll down to view how regional variations affect the market share of leading suppliers such as Netent, Playtech, SG Interactive and others.           

iGaming Tracker has been tracking hundreds of casino web pages for over 18 months across several countries and has found that the mix of casino game suppliers changes considerably by country.

To illustrate this it looked at a couple of sites over five countries to show the variation.


We looked at the main casino page of Unibet across five countries every 24 hours during May and June. The chart shows the percentage of “real estate” each games supplier had during that period.

As you can see Netent has the largest share across the five countries, however the percentage varies a lot, ranging from 24% to 66%.

You can also see the stark contrast between Italy, where two game suppliers are present, and the UK, with 10 games suppliers having a sizeable share.


Likewise when looking at bwin’s casino home page over the same period there is also noticeable variation in supplier mix.

Apart from two Yggdrasil games, bwin’s Italian market activity is dominated by either Netent or the group’s own branded games in the shape of PartyGaming.

The contrast with Sweden and the UK, where there is a greater mix of games suppliers, is clear and for example a supplier such as Play’n Go is able to take a significant share of activity in both countries.

Scandinavia-focused casino Casumo targets Sweden and is active in the UK, there are similarities between those markets but what is visible in the diagram are the variations in supplier mix.

Quickspin has a much higher share of the market in the UK, as do SG Interactive’s brands Barcrest and Williams Interactive.

Why the variation?
The mix of games on the same casino webpage over different countries can be explained by a variety of reasons:

  • local popularity of games may be a factor; Rainbow Riches by Barcrest is always popular in the UK,
  • of more significance may be the fact that suppliers concentrate on specific segments – an example being Blueprint focussing on sports betting sites in the UK,
  • up and coming game producers will concentrate on the main markets first; or the markets where they originate,
  • there also will be specific commercial deals with operators for specific markets, which may indicate the increased presence in one particular country,
  • regulation is most likely the main reason for such variations: major games suppliers like Playtech and Microgaming tend to be first in newly-regulated markets. Casino pages exclusive to one supplier are much more prevalent in countries such as Italy. Take for example William Hill: in the UK it has the Playtech “Casino” page, but it also has multi-supplier pages such as “Vegas”, “Games” and “Macau”. In Italy and Spain its casino pages are exclusively furnished with Playtech games.

As regulated markets mature we will start to see a more competitive mix of gaming suppliers. This, coupled with the increasingly data-driven approach by casinos to optimise their game mix, will lead to a much more varied offering to the consumer.

iGaming Tracker – how it works
iGaming Tracker tracks hundreds of casino sites worldwide every day. From this data it can ascertain which games are on which sites and where they are positioned on the pages. It can also measure the market share of casino games suppliers by percentage of “real estate” on casino sites at any given date.

For more information visit www.igamingtracker.com or email info@igamingtracker.com

How the data was compiled
Website pages were tracked daily from 1 May-30 June. If a site has multiple tabs (e.g. “Arcade” and “Vegas”), both pages are taken into account. “Table” games such as roulette and blackjack were excluded from the analysis.

Company brands were used, for example SG Interactive brands have been split into Bally, Barcrest and Williams. The analysis looks at the top 25 positions on each page only. Sites are tracked every 24 hours. The pages monitored for this analysis were desktop pages only.