A casino lobby is a shop window that has to change every day. Players notice a stale lobby faster than operators do. And with thousands of games from a hundred studios, keeping it fresh by hand is a full-time job nobody should have.
That is why we have spent recent releases teaching the lobby to curate itself. Here is how automated merchandising works in our online casino today, and what it replaces.
Hot Games: a category that finds its own content
The flagship of this work is the “Hot Games” automated category. Every 24 hours, a proprietary algorithm looks at the number of active users each game attracted over the previous 14 days, picks the top performers, and publishes them to the lobby, with no manual intervention.
The configuration is where it gets genuinely useful. Operators choose how many games the category holds, and can tell the algorithm to skip the first X titles. If everyone on your brand already knows your top game and it has a permanent home elsewhere, skip it and give the space to games players have not discovered yet. One brand can run “Top 10” (ten games, skip none) next to “Hidden Gems” (fifty games, skip the first hundred). Both fully automatic, both configured once.
New Games that manage themselves
The “New Games” category works the same way: it takes the configured number of games with the most recent release dates and refreshes automatically every 24 hours as new titles land in the repository. Newly integrated games appear without anyone remembering to add them, and the ordering reshuffles daily so the category never looks frozen.
For every other category, admins can now choose automatic ordering by GGR, ascending or descending, instead of maintaining manual order. Manual stays the default; automation is there when you want it.
Merchandising signals players actually see
Automation runs the inventory; presentation closes the click. Administrators can assign ribbons to chosen games, in any colour and with any text, managed from a central pool. Games tagged as Jackpot get a predefined Jackpot label automatically. It is a small feature with a direct job: lift click-through on the games you want played.
Behind the scenes, the game repository has been rebuilt for speed: thumbnails visible directly in the table, enable/disable and Free Spins toggles inline, a cleaner create/edit flow, and provider ordering controlled from the same place. The provider widget gained an all-providers drawer so players can jump straight to any studio’s page.
A catalogue that keeps growing
Merchandising automation matters more as the catalogue grows. And it keeps growing. Recent releases added Light & Wonder as a casino provider, with Free Spins support, and Alea as a casino aggregator, alongside the hundred-plus studios already integrated in our online casino. On desktop, games now open in full screen with the platform header on top, keeping wallet and navigation one click away.
All of it is configured from the Command Centre back office, and every change above shipped through our public release cycle; the details are version by version in our release notes.
Set the strategy, skip the chores
None of this removes the operator from merchandising. It removes the chores. Your team decides what “hot” means for your brand, which games deserve ribbons, where categories sit on the page. The platform does the daily grind of keeping it true.
For the same philosophy applied to money movement, read my colleague Eran on our South African payment stack. And if you want the lobby working like this on your brand, our team will happily show it live on our iGaming platform.
