At the SiGMA Central Europe 2025 Media Lounge, Alexandre Tomic, founder of Alea, shared his insights on the evolution of the game aggregation model, security in iGaming, and the critical role of data and AI in modern operations.
Curation over quantity
Tomic emphasised that player demand is the primary driver in the evolution of aggregation models. “Player wants more and more games, and it’s not only that they want more and more games, but they want more and more curated games,” he explained. He challenged the standard approach of boasting about sheer volume, noting that “you have 20 games, 30 games… It’s probably 0.001 games that are representing 80% of your business.” According to Tomic, curation is essential, and sometimes a software provider may only have a single hit game worth integrating, such as PG Soft’s Fortune Tiger in Brazil.
He underlined that aggregators are indispensable partners in managing integration and curation. “You need a technological partner that’s gonna do all the QA for you… Create the games for you, for your markets, and for your typology of players. And you cannot do that alone,” he said. He compared the role of game aggregators to payment gateways, stating that just as payments require specialised expertise to manage global transactions, game aggregation requires specialised expertise to manage content curation and integration, which drives player engagement.
Prioritising security in APIs
Security, especially regarding APIs, is another focal point for Alea. Tomic highlighted the risks of poorly integrated systems. “When you have a software provider… their focus is not on APIs. However, these APIs are literally printing money machines for hackers when they are faulty,” he warned.
He recommended that operators maintain dedicated API teams to ensure robust, secure integration and insisted on rigorous standards, including authentication, rollbacks, and reconciliation. “We are known on the market for being slow. And it’s not that we are slow, it’s that our level of expectation for API integration is high,” Tomic explained. He likened improper integration to constructing an unsafe building: “It doesn’t matter if the structure is compliant; the building will still collapse.. It’s the same problem we have in iGaming.”
Supporting land-based operators online
Alea’s approach also supports land-based operators transitioning online. Tomic stressed the importance of speed and market expertise: “You have no choice if you want to open these markets in a feasible time… and if you want to be able to integrate them correctly, you must choose an aggregator.”
Data and AI for more thoughtful insights
The role of aggregators has evolved beyond simple reselling. Tomic described ALEA’s progression from reseller to specialist to “API gatekeepers,” leveraging data and AI for insights. “We have a tremendous amount of data when we put AI on top of it… Analysing our data and giving us completely amazing feedback… We’re gonna launch a product soon, a recommendation engine,” he revealed.
This innovation enables casino operators, partners, and players to benefit from data-driven recommendations that a human eye could not discern.
Advice for newcomers
When asked about advice for startup founders entering the iGaming industry, Tomic delivered a candid perspective. “I would tell them that it’s never too late. This is a very dynamic industry,” he said. He encouraged persistence, citing stories of small teams achieving remarkable results despite seemingly insurmountable odds. “With that kind of passion, you can bend reality… take your thing and make it happen,” he concluded.
Alea’s perspective is consistent throughout: focus on what truly drives performance. Curate content with intention, integrate with rigor, and use data and AI to bring operators the clarity they need to make better decisions, faster. In a fast-moving and increasingly competitive landscape, Alea sees its role not in adding noise, but in reducing it. Helping operators access the right games, the right insights, and the right technology to grow sustainably.
At the SiGMA Central Europe 2025 Media Lounge, Alexandre Tomic, founder of Alea, shared his insights on the evolution of the game aggregation model, security in iGaming, and the critical role of data and AI in modern operations.
For further information, please refer to the SiGMA website.
