Relum Moving Beyond Being a Traditional Aggregator

Editorial with Relum’s CEO, Mr. Edmond Ghulyan

Q: In one sentence, how would you sum up 2025 for Relum and why should operators care?
2025 has been the year where Relum moved beyond being a traditional aggregator and proved itself as a strategic performance partner, which matters for operators because our evolution directly influences their bottom line by turning what used to be a static content pipeline into an active, data-led engine driving retention, differentiation, and predictable revenue growth. It has also been one of our most strategic years internally, as we worked across multiple areas simultaneously to lay a strong foundation for future growth. Our strategy is centered on giving operators a wide and highly customizable selection of games, which not only drives player engagement and retention but also strengthens long-term partnerships and supports revenue growth.

Q: When every lobby looks the same, what’s the single most effective way aggregation helps an operator stand out?
When every operator has access to similar games and similar suppliers, real differentiation comes from surfacing content in a smarter, more personalised way. Aggregation helps an operator stand out by transforming the lobby from a simple index of titles into a dynamic discovery environment that reacts to player behaviour in real time. At Relum, we’ve seen again and again that operators differentiate not by the number of games they offer but by how intelligently they present them.

Q:If you were an operator CFO, how would you justify using an aggregator in mature markets?
Aggregation is about efficiency. Would a big organization be able to develop, support, and maintain 30-50-100 separate integrations? Of course it could. Could it do it in a cost-efficient manner? Probably not, which is why almost every large operator out there uses one or more aggregation services. It is simply not efficient to handle more than a few separate provider/aggregator integrations, while dedicated aggregators base their whole business model on providing a seamless path to hundreds of different providers, across multiple markets, dealing with regulatory requirements, operational complexities, and bringing enhanced gamification tools. As a CFO, I’d like to dedicate my resources towards areas where I have no easy options – such as the various layers and departments that deal with player interaction, player acquisition, and increasing overall average LTV and revenue. Why create unnecessary complexity by building a completely new aggregation layer when, for a relatively low cost, I can have all that headache go away?

Q: Could you dive into some of the reporting tools Relum offers and how the data is used by operators?

The reporting and analytics tools go far beyond simple numbers, as they provide operators with a complete understanding of how their games and players are performing. With these tools, operators can identify the most popular games and see which promotions are driving engagement. They can also monitor revenue trends and spot opportunities to optimize their offerings.

What makes Relum’s analytics truly powerful is their customizability. Operators can focus on the metrics that matter most to their business, tailoring reports to their needs. By turning raw data into actionable insights, operators can make smarter, data-driven decisions that improve player experiences, boost engagement, and maximize profitability. In short, it’s like having a real-time compass guiding operators toward success.

Q: In terms of innovation, what areas or technologies are you most focused on integrating into the product roadmap in the coming months?
As part of our commitment to delivering value to partners, we continue to enhance our aggregation platform with a strong focus on game management, portfolio expansion, entry into new jurisdictions, and constant improvements to our engagement tools. Seamless integrations, data-driven insights, and advanced personalisation remain at the core of our technology strategy, enabling operators to optimise performance, boost engagement, and drive business results.

As we use data-driven analytics, our platform enables partners to personalise player experiences, anticipate game trends, and refine promotions. This data-driven approach improves retention and provides a clear competitive edge. We also focus on seamless API integrations, offering fast, scalable, and compliant solutions with access to a wide range of games. As global iGaming regulations evolve, flexibility and localised content remain key to success in both emerging and established markets.

Q: Operators fear “promo burn.” When do tournaments or jackpots really pay off and when should you hold back?
Promotions only deliver sustainable value when they amplify natural player behaviour instead of artificially inflating it. Tournaments and jackpots work when they extend engagement, encourage habitual play, and transform standard sessions into social, competitive moments. They pay off most when the underlying audience is already active and the promotion feels like an enhancement rather than an attempt to force activity. Operators should hold back when promotions are used as a quick fix for declining metrics, because this often leads to inflated costs, bonus abuse, and short-term spikes followed by rapid drop-off. The key is timing, context, and a clear understanding of the player segments you’re targeting.

Q: Everyone talks about AI. In plain English: where can it help operators make better decisions and where should humans still lead?
AI is still in its infancy in iGaming. It can analyze patterns, suggest content, and flag potential issues, but it is not yet at a level where a massive adoption in iGaming is feasible. Gambling is equal amounts of numbers, feelings, and superstition. AI at this point can only deal with numbers, segmentation, pattern recognition and prediction. You still need human interaction and creativity to handle the rest.

 What are the key trends in the aggregation sector right now, and how is Relum at the centre of them?
The aggregation sector is evolving rapidly, and operators are increasingly focused on offering a diverse range of games to appeal to different types of players, from classic slots to innovative titles. At the same time, engagement tools such as tournaments, free spins, and personalized bonuses are becoming essential for keeping players entertained and encouraging them to return. Data-driven decision-making is also taking center stage, with operators relying on advanced analytics to understand player behavior, optimize their offerings, and maximize revenue.

We are constantly monitoring and researching these emerging trends, analyzing market shifts, player behavior, and technological innovations to ensure our solutions not only stay ahead of the curve but also anticipate the evolving needs of operators and players.