Ahead of SBC Summit, iGaming Expert chats to Jordi Sendra, CEO of Alea to discuss the aggregator’s strategy and mindset. Sendra touches on the technology that he believes sets Alea apart from the market, what markets are the hottest in the world and why SBC Summit comes at such an opportune time for Alea and its partners.
He also talks about why Alea is more than just a supplier, but that it has a partner-led mindset, invested in the growth of its clients.
iGaming Expert: Please could you introduce Alea to our audience? What do you do and what problems do you solve for your clients?
Jordi Sendra: Alea is a global game aggregator with a very simple mission: to simplify the lives of casino operators and platforms.
At our core, we provide a single, secure and scalable API that connects our clients to almost every game provider in the industry. But what truly sets us apart is not just the breadth of content we offer, it’s the way we remove complexity from our clients’ day-to-day operations.
The reality is that operators face countless challenges: managing dozens of integrations, dealing with fragmented APIs, navigating regulatory requirements, ensuring stability and scalability and constantly chasing support across different providers. At Alea, we take all of that off their shoulders. With one connection, our clients access not only the content but also a complete service layer: commercial agreements, compliance, technical reliability, ongoing monitoring and real-time data insights.
This means they can dedicate their time and resources to what really matters: creating engaging player experiences and growing their business, while trusting us to handle the rest.
iGX: What are the core markets that Alea is targeting, and what makes those jurisdictions so opportune for you?
JS: From the very beginning, Alea has had strong roots in Europe. It’s where we built our foundations, established trust with operators, and proved the strength of our technology and our team. But over the last few years, we’ve made a very deliberate bet on Latin America. And it has paid off. Today, we are proud to be the leading aggregator in the region, partnering with operators of all sizes and helping them thrive in one of the most dynamic markets in the world.
Brazil is a great example of this. With regulation finally coming into place this year, the market is full of opportunity, but also complexity. Alea has been able to stand out by becoming the aggregator with the widest certified content offering for Brazil. That achievement doesn’t just reflect the scale of our portfolio: it demonstrates our ability to adapt quickly, meet regulatory requirements, and deliver solutions that operators can trust from day one.
That same strategy is guiding us in Africa, where we’re expanding at a fast pace. Just like in Latin America, we see markets with incredible potential, but also with unique regulatory and operational challenges. And once again, Alea’s model (one connection, full compliance, and strong local expertise) gives us and our clients an edge.
iGX: What sets Alea’s casino aggregator apart from the competition?
JS: “It’s the combination of world-class technology and a partnership mindset.
Our platform has been built with scalability, stability, and performance at its core. We can process over 21,000 transactions per second, which gives our clients confidence that even the biggest surges in player activity are handled seamlessly. Our uptime of 99.99% speaks for itself: reliability is not just a promise, it’s a standard we deliver every day.
We’ve also invested heavily in creating tools that empower our clients. Our new Client Area is a great example: it’s more than a back-office, it’s becoming an industry benchmark. It provides operators with full visibility into their operations, real-time reporting, and data-driven insights that help them make smarter business decisions.
But if it was only about technology, we’d just be another platform. What makes Alea truly unique is the way we work alongside our clients. We don’t see ourselves as a supplier ticking boxes, we see ourselves as a partner who is invested in their success. From compliance and commercial negotiations to dedicated support and data, our team is there at every step.
iGX: How can the industry innovate when it comes to casino aggregators, as most have thousands of games, most of which are the same?
JS: At Alea, we’ve never believed that aggregation is just about volume. From day one, our approach has been to go beyond content and build an ecosystem that truly helps our clients flourish.
For us, innovation comes from two main directions: technology and data. On the technology side, we are constantly evolving our platform to provide more than just connections. Our Client Area, for instance, is not simply a tool for game management: it’s a hub for visibility, reporting, and operational efficiency. We also design our platform to scale without limits, ensuring stability, speed, and compliance no matter the market.
But where we see the biggest opportunity for innovation, and where Alea is already leading the way, is in data. We define ourselves as a data-driven aggregator because we believe data is the real game-changer for operators. Having the right insights on performance, player behaviour, geolocation, and market trends allows our clients to make smarter decisions, optimise their offering, and ultimately grow faster. We’ve invested heavily in data since the very beginning, and today it’s one of the most valuable aspects of our partnership with clients.
Looking ahead, we see aggregation evolving from being a pure content pipeline into becoming a strategic growth platform for operators. That means delivering not only games, but also the intelligence, tools, and support that help our partners differentiate in crowded markets.
iGX: What do you think the biggest trends shaping the aggregator product vertical are as we close out 2025?
JS: As we look ahead, I believe the aggregator space is entering a new phase, one where innovation will be less about how many games you can offer, and more about how smart, efficient and empowering the ecosystem becomes for operators.
One of the biggest trends is the integration of AI. From personalised recommendations to predictive analytics, AI has the potential to transform the way operators use their content and optimise player experiences. At Alea, we are already exploring ways to embed AI into our ecosystem to help our clients unlock deeper insights and make faster, smarter decisions.
Another key trend is autonomy. Operators don’t just want access to content, they want the ability to manage their offering with maximum flexibility and minimum friction. This is where tools like our Client Area come in , giving operators visibility, control and actionable data in one place. The future of aggregation is about empowering clients to operate more independently while still having a strong partner behind them.
At Alea, we’ve been leading this evolution from the start. We’ve always believed aggregation should go beyond content to deliver technology, intelligence, and partnership. And as we close out 2025, I think the biggest trend is clear: the aggregator of the future will be defined not by size, but by the value it creates for its clients. And that’s exactly where Alea is focused.
iGX: Alea will be at SBC Summit next month. What can our readers expect from Alea in Lisbon, and what messages are you looking to convey to the market?
JS: SBC Summit in Lisbon is always a highlight of the year for us, and this edition is particularly important. The event acts as a true bridge between Europe and Latin America — two regions where Alea has built strong leadership and where we continue to focus much of our growth. It’s the perfect stage for us to connect both worlds and showcase how Alea is driving value across these markets.
For us, SBC is about several things. First, it’s an opportunity to reinforce our brand awareness and positioning as a market leader in aggregation. Second, it’s a fantastic environment to meet new potential partners and share with them how Alea can simplify and strengthen their operations. At the same time, it’s just as important for us to spend time with our existing clients — conferences like SBC are the best chance to connect face-to-face, strengthen relationships, and listen to their evolving needs.
This year is also special for another reason: Alea is proud to sponsor the Legend Charity Game organised by SBC. We see this as a unique opportunity not only to bring the industry together in a fun way, but also to have a positive impact beyond our business. Supporting initiatives that give back to society is something we care deeply about, and we’re delighted to play a role in elevating the event.
