Watch: How do iGaming operators balance aggregation, partnerships and market strategy?
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In the fast-paced world of iGaming, operators face an intricate balancing act of managing aggregation, cultivating partnerships and aligning with market strategy. Alexandre Tomic, founder of Alea, sat down with SiGMA during Euro-Med 2025 this past September to unpack these challenges and share his perspective on building sustainable, long-term success in the sector.
The backbone of modern iGaming
Aggregation has become a cornerstone of modern iGaming operations, offering operators access to a wide library of games via a single connection. Yet, as industry veteran Alexandre Tomic points out, the model comes with both advantages and pitfalls.“When I was an operator, I never wanted to work with aggregators because they could be a bottleneck. If one software provider goes down, it’s just one provider. If an aggregator goes down, everybody goes down. That problem has been solved with the cloud now, but it highlights why reliability is essential”, he says.
Tomic emphasises that the real challenge isn’t integrating providers, it’s ensuring that the providers integrate your API correctly. “A game API is as important and as secure as a banking API. If something goes wrong, you’re generating free bets and potentially exposing yourself to fraud,” he warns. Aggregation may simplify access to content but behind the scenes, it demands robust technology, airtight security and flawless execution. As the iGaming industry continues to scale globally, the ability to deliver stability and reliability through aggregation is both a technical feat and a competitive advantage.
Partnerships over transactions
In an industry often defined by quick wins and exchanges, Tomic champions a different philosophy, rooted in trust, transparency and long-term collaboration. “We play the long game. This is a very small industry, if you make a mistake, it hits you fast. You can’t promise things you’re not going to deliver. Relationships need to stand the test of time,” he explains.
His perspective is shaped by early experiences where accountability meant everything. “I disclosed my work in a white-label operation to the community I was part of. If I hadn’t, it would have ruined my reputation. That sense of responsibility carries through to every partnership today.”
For Tomic, this ethos defines how Alea approaches its network of software providers, operators and even competitors. Collaboration must go beyond commercial gain. “You need to think beyond immediate profit. Building trust and viable relationships is a necessity, not a luxury,” Tomic says.
Finding the next big hit
With new providers entering the market weekly, curating content for operators is a tricky art. Tomic shares insight into how Alea identifies games with potential, “You need to look at the team behind the provider. Even if you can’t predict success, if you know the creators are talented and committed, it’s worth backing them.”
He gives an example, “I couldn’t have predicted Fortune Tiger becoming number one in Brazil. On the other hand, we were early supporters of No Limit City because we believed in their team from the start. Curation is about spotting talent, not just trends.”
It’s a philosophy rooted in respect for the craft as much as the commercial. Tomic likens the unpredictability of iGaming hits to the creative industries.“Nothing is reproducible or guaranteed. It’s like music or film, there’s art, entertainment, and unpredictability, and that’s what makes it exciting,” Tomic says. Alea is championing innovation and understanding that behind every successful game lies in both passion and vision as well as trusting creative instinct.
Strategy meets market insight
Success in iGaming is about understanding the people who play. For Alea, localisation and market insight lie at the heart of its strategy. From its base in Barcelona, the team draws on a strong Latino mentality to engage with the fast-growing Brazilian and wider Latin American markets. “Being close to our customers, understanding their preferences, and respecting local trends has been key to our success,” he explains.
Beyond regional understanding, Alea also thrives on experimentation and adaptability. While many operators prefer to play it safe, the company embraces calculated risks and innovation. “Even with 20 years in the industry, you never really know what’s going to happen next. That uncertainty is what keeps the sector dynamic and innovative.” Success in new markets is about listening and evolving with every local insight.
iGaming’s next chapter
Tomic reveals that innovation remains at the company’s core. “We’re working on AI research and development and will soon launch an agnostic jackpot tool. It’s beautifully crafted, designed to bring operators more flexibility and players more excitement.”
For operators, partners, and investors, Tomic’s insights offer a clear takeaway focused on balance, trust, curation and foresight. Aggregation provides access, partnerships build resilience and understanding the market ensures relevance.
SiGMA Central Europe 2025 in Rome offers the perfect opportunity to see these dynamics in action. Attend from 03-06 November to connect with industry leaders, explore emerging trends and gain insights into strategies that define the next generation of iGaming success.
