How game aggregation is evolving as a technology sector

Broadly, how do you reflect on Hub88’s year so far, as we approach the fourth quarter?  

It’s been a strong year, both in terms of growth and the maturity of our product ecosystem. Over the last 12 months, we have significantly expanded our product portfolio and evolved how we develop our roadmap. By strengthening our product leadership team and the product management function, we have moved from a reactive development model to a more customer-aligned and product-led approach.

We have invested more time in understanding the pain points our operators and suppliers face day to day, combining their feedback with platform analytics – and identifying where their workflows most commonly encounter friction. The result is we are building solutions that help partners operate more effectively, launch new content faster and scale with less complexity. This shift has contributed to the growth and recognition we have seen across the business. 

Are aggregators now technology platforms first and content platforms second?

It is not as simple as saying that, because high-quality content remains fundamental to our offering. What has changed is the expectation around the aggregation platform.

Operators are focused on reducing operational overhead and avoiding stitching together multiple third-party technologies. If they are already integrated with an aggregation platform such as Hub88, they expect that platform to provide as broad an ecosystem of tools as it does content. Our role is to make our partners’ businesses easier to run.

We provide capabilities such as our award-winning HubConnect, Page Insights, AI-assisted recommendations and soon, streamer support and a Promo Launcher, within a single environment. The aggregation engine remains the foundation, but the real value now comes from the technology and intelligence built around it. The more we can simplify workflows, the more efficiently our partners can operate and the faster they can respond to new market opportunities.

Which markets globally will define the next phase of aggregation growth?

Aggregation is most useful where there are many operators working across multiple jurisdictions, each needing local content and local compliance. That combination of fragmentation and localisation is where an aggregation platform tends to add value. 
Latin America and Africa are both worth watching.

Brazil’s move to a regulated framework created a large, competitive operator base, while other markets across both regions are opening on their own timelines. Africa in particular shares many of the characteristics that suit aggregation, being mobile-first and spread across multiple licensing regimes. These are the conditions where a strong integration and compliance layer becomes valuable.

How do you ensure you add value as an aggregator, rather than simply sitting in the middle of the supply chain – and how has this been changed by AI?

The biggest advantage we have as an aggregator is visibility across the ecosystem. We work with hundreds of operators and suppliers across multiple markets, which gives us a much broader view of player engagement, promotional performance, trends and market behaviour than any single partner would typically have. This broader perspective allows us to create value through insight, innovative tools and optimisation.

AI strengthens that position considerably. HubAI, for example, operates across different contexts and it is informed by much richer datasets. This enables us to build smarter recommendation systems, identify emerging trends earlier and help partners make better-informed decisions about their player engagement strategies and campaigns. AI allows us to transform aggregated data into actionable intelligence that directly supports our partners’ growth.

What can are your plans for the rest of 2026 and beyond?

Our focus for the remainder of the year is removing friction from operator workflows and giving partners greater control through HubConnect. A key area is promotions, with a new Promo Launcher enabling operators to create and manage campaigns directly from the back office, including bulk creation via CSV. Promotions will automatically be routed to suppliers for approval, reducing manual coordination.

We are also introducing streamer management tools to centralise approval, tracking and invoicing, improving transparency and ensuring revenue exclusions are processed efficiently. Player Analytics Pro will help operators move beyond static reporting towards campaign planning, providing data-backed forecasts and recommendations aligned with goals such as growth and retention.

Operators will also be able to launch tournaments across multiple suppliers directly from the platform, with greater control over customisation, scoring and leaderboards. Finally, we are exploring AI-driven recommendations for player incentives and campaign planning, alongside simpler invoicing.