Infingame Sees Shift To Self-Service Analytics
iGaming aggregator Infingame says casino operators are increasingly demanding self-service access to performance data, as product and commercial teams look to move away from scheduled reports, external BI teams and supplier-side data requests.
The company said that as casino portfolios grow larger and operating structures more complex, the volume of data available to operators has increased sharply. The challenge, according to Infingame, is no longer collecting that data but making it accessible enough to support day-to-day decisions.
"Operators don't want more reports. They want answers without having to ask someone else for them," said Dmytro Kryvorchuk, COO at Infingame.
"If a product manager wants to check how a new provider is performing, or an account team needs to investigate a particular round, that information should already be available to them. Waiting for a report to be prepared turns a simple operational question into a process."
Client-Facing Interface
Infingame said this shift is changing what operators expect from an aggregation platform, with reporting moving away from scheduled spreadsheets and retrospective monthly reviews toward a model where relevant teams can pull the information they need directly, when they need it.
The company's internal research points to the design of the client-facing interface as the leading factor in whether operators actually adopt self-service tools - prioritizing convenient navigation, flexible date selection, filtering, search and clear data structure.
“There is a big difference between having data somewhere in your infrastructure and actually being able to use it,” Kryvorchuk added. “Good analytics should reduce the distance between seeing something and acting on it. That is why we see the Client Area as part of the product itself, rather than simply a reporting interface.”
Broader Industry Trend
Infingame expects demand for self-service functionality to keep growing, particularly around configurable dashboards, deeper game and provider comparisons, player-level investigation and promotion analysis - part of a broader industry trend toward operators wanting direct, real-time visibility into their own casino data rather than relying on aggregators or suppliers to package it for them.
Self-service analytics does not remove the need for dedicated data teams, Infingame said, but it frees analysts from routine queries so they can focus on modelling, forecasting and deeper commercial analysis instead.
The company framed the shift as part of a broader change in what operators expect from an aggregator: content access remains fundamental, but as portfolios grow, operators increasingly need the operational tooling, promotional features and analytics to sit within the same platform rather than being pieced together from multiple suppliers.
