Aggregators once promised a simple solution: plug in, switch on, and instantly fill a casino lobby with content. That era is over. Today’s operators aren’t short of games — they’re overwhelmed by them.
With thousands of titles competing for limited player attention and countless aggregators offering the same integrations, the real challenge is no longer access, but judgement: knowing what to launch, what to promote, and what to leave out.
Ady Totah, CEO and Co-founder of LuckyStreak, said yes.
Chatting to iGaming Expert from LuckyStreak’s stand at ICE 2026 in Barcelona, Totah noted that there is a difference between what the role of an aggregator is and what it should be.
“In the past, it was to streamline, meaning operators didn’t need to have 20 different contracts,” Totah said. “The pitches that I used to hear in the industry were ‘we’ll take care of the small providers for you, you go direct with the big ones’.
“Today, because of the way the industry is evolving and just the volume of games that we have in providers and trends that are coming and going, we believe that an aggregator is more of a game curator.”
In Totah’s view, the true value of an aggregator is not in just providing thousands of titles in one integration, but rather in providing operators with data and insights to know which games work best with particular audiences.
LuckyStreak’s LuckyConnect aggregator has implemented AI insights to consult operators on different variables such as game type, mechanics, RTP and markets to decipher which games work best with each client’s player-bases.
“It is smart, curated matchmaking,” Totah added. “We’re not only saving you on integration and on invoices, we’re saving you the time to be knowledgeable and professional and work out what type of content you need.”
Ultimately, in Totah’s mind, it is about providing operators with quality over quantity in a space that is often running vice-versa.
“Operators have a limited attention span. Everybody wants to have a full lobby with 200 providers, but in reality, they can only probably handle 10 or 20 properly with promotional tools, events, banners and whatnot. They need to know those are the right 20 to have.”
Navigating regulation through smarter aggregation
Another aspect of an aggregator’s role is to know what games are allowed in different jurisdictions and how to filter according to the requirements of regulators.
Totah outlined that there are two aspects of this. The first is about having the technical capabilities to know things such as RTP rates that are allowed in a market and whether certain titles meet other technical requirements.
The other part is being experts in the industry and knowing the landscape.
“In many cases, in markets that are fast evolving, providers will want to work there, but not with everyone. For example, some providers are very worried about working with sweepstakes operators.
“That is where we try to be a little bit ahead of the curve, knowing what’s going on and being in direct contact with the provider and understanding the risk assessment.”
What about crypto?
Sweepstakes have been a topic du jour in the last 12 months in the United States, but a more global regulatory question mark has surrounded the status of crypto casinos.
The global nature of crypto casinos – there is currently no local licence that supports crypto casinos – means that there are complications in keeping up with requirements across different regions.
Both operators and suppliers must be aware of the restrictions and player preferences. Totah noted that LuckyStreak works with clients to find a way that the lobby positioning for each market will be different and will still resonate with players.
Totah said that aligning with player preferences is paramount for crypto players. Essentially, if one cannot meet those demands, then players will go elsewhere.
“I don’t think that people completely understand my belief that cryptos are succeeding is the ease and the speed of things. Quick sign up and quick cash out. Look at Stake and the way they promote themselves. You’ll get your money and you’ll get it fast.
“The issue is that people who are not accustomed to crypto, especially from the provider side, have a different time response.”
LuckyStreak is experienced in providing for crypto operators and throughout the last 12 years has accrued significant loyalty with some players. Totah said that the company knows some players by first name who they can go to for feedback.
Knowing the players, their game style preferences and their online habits is essential in growing the crypto sector in a long term and sustainable way, Totah noted.
He explained: “As a game provider, our added edge is we’re not only an aggregator, we’re a game provider. We have people who have loyalty to our product, so we have these back and forth players who want to trust the operator, and they want zero fuss.
“A lot of the players are not necessarily casino players. They’re young guys in the crypto community. They’re crypto bros. That’s why you see the instant games, the simple games, games that don’t necessarily look like classic gaming, but there’s something very simple to understand. It’s a gateway.
“Some of these games have a 99.9% RTP. They want to get these young people who are crypto-savvy in order to move money into the ecosystem and slowly graduate them into avid gamers or gamblers.”
