Operations Guide · 2026
Casino lobby optimisation: how to order a catalogue of 18,000 games
A large catalogue is an asset only if players find the right game quickly. No player scrolls 18,000 titles, and a lobby that shows everything at once converts worse than one that shows the right few hundred. This is how to turn a catalogue into a lobby.
The short version
- Lead with curated rows, not the full list.
- Make the full catalogue searchable and filterable.
- Configure the lobby per market.
- Use player data to personalise rows.
- Test every change against a control.
Start with rows, not lists
The first screen decides most launches. Use a small number of clear rows: new games, popular now, jackpots, live tables, crash and instant, and one or two personalised rows such as ‘because you played’. Each row should hold a manageable number of games, ordered on purpose.
Categories players understand
Group games the way players search for them: by type (slots, live, crash, table), by feature (Megaways, hold and win, bonus buy where allowed), by theme and by studio. Studio pages matter: many players look for a provider by name.
Search and filters
The rest of the catalogue lives behind search and filters. Search must handle partial names and typos; filters should cover studio, type, feature and volatility. This is where the long tail of 18,000 games earns its place.
Per-market lobbies
Availability, popular titles and allowed features differ by market. The lobby should read availability from the content integration so it never shows a game that will not open. Through the IGP casino game aggregator, each game carries its certified markets.
Personalisation
Order rows using what each player has played, how long they stay and what they return to. Keep a share of each row for discovery so players see new titles, and respect responsible gambling: personalisation should never push a player who is showing signs of harm.
Test everything
- Change one thing at a time: a row, its order or a category name.
- Compare launches, first-time plays and deposits against a control group.
- Run tests long enough to cover weekdays and weekends.
- Keep the winners and record what you learned.
For the business side, see how online casinos make money.
Frequently asked questions
A catalogue built for curation
18,000+ games from 150+ providers, each with type, feature and market data for ordering, filtering and personalising the lobby.
See the casino API →