Different Providers. Identical Data.

Reduce your development costs with our normalised integration across 100+ game studios. No per-vendor logic. No maintenance overhead. Consistent data, every time.

Explore Normalisation
Schedule a Demo

What Normalisation Means

Every game provider exposes their own API. These APIs differ in authentication methods, request structures, callback formats, and data models. An operator integrating directly with multiple providers must build and maintain custom logic for each one.

Normalisation sits between the operator and the providers. Games Valley connects to each provider using their native API, then translates every interaction into a consistent format before passing it to the operator. The operator sees one data structure regardless of which provider is involved.

This is not a passthrough. Games Valley actively transforms provider-specific responses into a standardised schema. When Pragmatic Play structures a game launch response differently from Playtech, both reach the operator in the same format.

Schedule a Demo
Chaos Stack
playtech.json snake_case
1{
2 "game_id": "prag_gates",
3 "wager_amount": 1.50,
4 "currency_code": "USD",
5 "result": "win",
6 "payout": 3.75
7}
spribe.json camelCase + cents
1{
2 "gameCode": "ROULETTE",
3 "stake": { "value": 150, "cents": true },
4 "cur": "USD",
5 "outcome": 1,
6 "winAmount": 375
7}
spribe.json string amounts
1{
2 "gID": "PNG_REACTIVE",
3 "bet": "1.50 USD",
4 "win": true,
5 "returns": "3.75 USD"
6}

Every Provider Speaks a Different Language

Solution Block
games_valley.json UNIFIED
1{
2 "game_id": "string",
3 "provider": "pragmatic_play",
4 "wager": {
5 "amount": 1.50,
6 "currency": "USD"
7 },
8 "result": {
9 "outcome": "win",
10 "payout": 3.75
11 },
12 "timestamp": "2025-01-15T14:32:00Z"
13}
1 SCHEMA 100+ providers, same structure

Normalised API. Every Provider. Zero Translation.

What Gets Normalised?

The normalisation layer covers the core interactions between operator and provider:

Authentication

Providers use different authentication mechanisms – API keys, OAuth tokens, signed requests, IP whitelisting, or combinations. Games Valley handles authentication with each provider independently. Operators authenticate once with Games Valley using a single credential set.

Game Launch Flow

Launching a game requires constructing a session, passing player data, and receiving a game URL. With Games Valley, the operator sends a standardised launch request. The normalisation layer translates this into the provider-specific format, handles the provider response, and returns a consistent payload containing the game URL and session data.

Transaction Callbacks

Launching a game requires constructing a session, passing player data, and receiving a game URL. With Games Valley, the operator sends a standardised launch request. The normalisation layer translates this into the provider-specific format, handles the provider response, and returns a consistent payload containing the game URL and session data.

Bet History and Reporting

Launching a game requires constructing a session, passing player data, and receiving a game URL. With Games Valley, the operator sends a standardised launch request. The normalisation layer translates this into the provider-specific format, handles the provider response, and returns a consistent payload containing the game URL and session data.

What you build vs What you don't

Reduce development costs and get to live quicker with our normalised API

Code Comparison - Fixed

Other Aggregators

Provider-specific logic everywhere

game-launcher.js
125 lines
async function launchGame(provider, gameId, player) {
  let response;

  switch (provider) {
    case 'pragmatic':
      response = await pragmaticAuth(credentials);
      return formatPragmaticRequest(gameId);

    case 'netent':
      response = await netentOAuth(token);
      return buildNetentPayload(gameId);

    case 'playtech':
      response = await playtechApiKey(key);
      return playtechGameFormat(gameId);

    // ... 40+ more providers

    default:
      throw new Error('Unknown provider');
  }
}
Repeat for every endpoint: auth, wallet, reporting

With Games Valley

One call. Every provider.

game-launcher.js
12 lines
async function launchGame(gameId, player) {
  const response = await gamesValley.launch({
    gameId,
    playerId: player.id,
    currency: player.currency,
    language: player.locale
  });

  return response.gameUrl;
}

// Works for all 100+ providers
Same pattern everywhere: auth, wallet, reporting

What the Operator Builds

No provider-specific logic, no conditional handling based on game studio, no different code paths for different parts of the portfolio.

One authentication integration

Store credentials, handle token refresh if applicable, include authentication headers on requests.

One game launch handler

Accept player and game parameters, send launch request, receive and use the game URL.

One reporting integration

Accept player and game parameters, send launch request, receive and use the game URL.

Games valley Wizard

The Games Valley integration wizard handles the following complexity to speed up your integration.

Provider credential management

Games Valley maintains authentication with each provider. Operators do not store or manage provider-level credentials.

Provider-specific request formatting

Each provider expects requests structured differently. The normalisation layer handles all translation.

Provider-specific response parsing

Response formats vary. Games Valley parses each provider’s response and outputs consistent data.

Provider API versioning

When providers update their APIs, Games Valley updates the normalisation layer. Operator integrations remain unchanged.

Data Structure Consistency

The value of normalisation is predictable data. When an operator receives a callback or response, the structure is identical regardless of provider.

A transaction callback contains the same fields whether the player is on a Pragmatic Play slot, an Playtech live table, or a Hacksaw crash game. Field names, data types, and value formats remain constant.

This predictability eliminates conditional logic in operator code. There is no need to check which provider sent a callback before parsing it. There is no need to maintain mappings between different provider field names. The operator processes every transaction with the same code path.

Schedule a Demo

Provider-Specific Features

Some providers offer features unique to their platform – proprietary bonus mechanisms, custom jackpot systems, or platform-specific player engagement tools.

Standard features are normalised.

Core functionality like game launches, transactions, and session management works identically across all providers.

Extended features are accessible.

Where providers offer additional capabilities beyond the standard set, these remain available through the normalised API. The operator can choose to implement provider-specific features without sacrificing the consistency of core operations.

New features are evaluated.

When providers introduce new functionality, Games Valley assesses whether it fits the normalised schema or requires extended handling. Operators are not required to adopt new features – the core integration remains stable.

Schedule a Demo

Technical Considerations

Normalisation adds a processing layer between operator and provider. Games Valley infrastructure is optimised for minimal latency, but operators should understand that requests route through the normalisation layer rather than directly to providers.

In practice, the latency overhead is negligible for game launches and transaction processing. Games Valley maintains infrastructure across multiple regions to minimise geographic latency.

Start Your Integration

From first call to first bet in 24 hours. The fastest integration in iGaming.