Commercial
B2B
Definition
Business-to-business. Suppliers that sell technology, content, and services to operators rather than directly to players. Includes platform providers, game studios, aggregators, PSPs, KYC vendors, and compliance tooling.
Key takeaways
- B2B suppliers sell technology, content and services to operators rather than players, from platforms and game studios to PSPs and KYC vendors.
- Behind each operator brand sits a stack of B2B contracts, each with its own commercial terms, take rates and integration overhead.
- M&A has consolidated the supplier layer, so operators now negotiate with fewer, larger counterparts, with commercial and resilience consequences.
Why it matters
The B2B layer is structurally larger than most outsiders assume. Behind every consumer-facing operator brand sits a stack of B2B suppliers: a platform provider running the PAM, a sportsbook supplier, an aggregator pulling content from dozens of studios, PSPs handling deposits and withdrawals, KYC vendors verifying players, compliance tools running transaction monitoring, and CRM platforms managing communications. Each layer represents a distinct commercial relationship with its own contracts, take rates, and integration overhead.
The B2B landscape has consolidated significantly through M&A. Evolution's acquisitions of NetEnt and Red Tiger, Light & Wonder's reshaping of the slot supplier landscape, and platform consolidation such as Aristocrat's acquisition of NeoGames, completed in 2024, have reduced the number of independent suppliers in each category. The result is that operators now negotiate with fewer, larger counterparts, which has commercial and resilience implications. The relationship between B2B revenue concentration and operator margin pressure is a recurring topic in sector analysis.
Sources
- Aristocrat's acquisition of NeoGames completes - Aristocrat Leisure
- Timeline: key milestones in Evolution's growth - Evolution
- FDJ becomes a European group and changes its name to FDJ UNITED - FDJ UNITED
Frequently asked questions
Why are some companies both B2B and B2C?
Several major groups operate licensed B2C brands while also supplying B2B services to other operators. The arrangement requires careful separation of customer data and competitive information. Some regulators take a close interest in conflicts of interest when a supplier and a competing operator are part of the same group.
What's the typical commercial model for B2B suppliers?
Varies by layer. Game studios and aggregators usually take a revenue share. Platform providers combine SaaS fees with a percentage of NGR. PSPs charge per-transaction fees plus interchange. KYC vendors charge per-check fees. Most major B2B contracts include minimum guarantees alongside revenue share components.