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Building a casino from scratch can easily turn into a headache involving dozens of contractors and integrations, stretching the launch process over several months. With AGS, there is no need to build a casino from the ground up. The core systems are already in place, tailored to the project, and can be launched within two weeks.
AGS can be used to launch a new casino or migrate an existing project. The platform is also suitable for affiliate marketing teams that have extensive experience driving gambling traffic and now want to launch their own brand. AGS specialists have more than 20 years of experience in iGaming and have taken part in launching dozens of casino projects.
In AGS, the owner can see players, financial statistics, transactions, and logs. The same system can be used to monitor the team’s work, change employee permissions, and configure the project itself. All key casino data is kept in one system, making it easier for the owner to control what is happening with funds and player accounts.
AGS also tracks game provider fees separately. Dedicated commission wallets are used for this, and the amount charged depends on the terms of each provider. The owner can see expenses by category and verify how much money was paid in fees to a particular provider.
The game catalog and pages are managed in a separate Strapi-based system. Through AGS, content managers can add and hide games, build categories, and change the order of game cards. Routine changes such as replacing a banner or editing text do not require developer involvement. The same interface is used to update the logo, color scheme, images, and page copy. Different language versions can also be prepared for multiple markets.
Individual pages support an SEO title, description, URL, and indexing settings. If the casino operates across several GEOs, content and game availability can be separated by market. A developer is only needed when the team wants to change the site logic or add a new feature. Content managers can also update legal pages and bonus information without developer assistance.
In the AGS bonus system, an employee defines who should see an offer and when it should be triggered. First, the audience is selected, followed by the event, bonus eligibility conditions, the reward itself, and its validity period. For example, an offer can be tied to a deposit of a certain amount or currency, a birthday, or gaming activity. The available conditions depend on what data is connected in a particular project.
All conditions are configured in a visual bonus builder. Under the hood, it uses LINQ — a .NET technology that processes data and checks the specified conditions.
AGS supports cumulative tournaments in which players compete based on their gaming results. The score is calculated over the entire tournament rather than a single session. If a participant leaves the casino, their result is saved. When they return later, they continue from the same position. The leaderboard updates in real time, so players immediately see whether they have moved up or down.
The operator chooses what determines a player’s position in the ranking. Total Bet is based on the total amount wagered, while Total Win is based on total winnings. In Winning Rate, the ranking is built on tournament points awarded according to predefined rules. In Net Win, total bets are subtracted from total winnings, and the participant’s position is determined by that difference.
This allows tournaments to be used as a standalone retention mechanic, giving players extra motivation to reach a prize position and receive a bonus.
An affiliate marketing team with its own brand will eventually need to work with other affiliates as well. AGS includes its own affiliate system, where the owner can define partnership terms, create referral links, and configure a separate postback for each link.
RevShare, CPA, and hybrid models are supported. The affiliate program can be structured across multiple tiers with sub-affiliates, effectively creating a referral program for affiliates themselves. Balances, commissions, and settlements are also handled within the system.
An AGS casino can operate with several currencies at the same time. Deposit and withdrawal methods, as well as transaction limits, are configured separately for each currency. For example, a project may support US dollars, euros, and Swiss francs, and the settings do not have to be identical for all of them. The payment methods are selected based on the casino’s specific GEOs and currencies. If the required service is not among AGS’s existing integrations, the team can add it within a few days. The payment provider must supply an API and documentation so it can be connected to the platform. This means the project is not limited to payment systems that were previously integrated with AGS.
AGS is still developing its ready-made casino front end. But there is no need to wait for it: an existing website or app can already be connected through the Backend API. In simple terms, the customer-facing interface remains yours, while the required functionality is provided by AGS.
Existing CRM, analytics, or support systems can be connected to AGS through the API. For each integration, you can separately define which data and actions it can access. For example, one service can be granted only the functions it needs without receiving access to the entire system. The API can also automate some operational processes that would otherwise have to be handled manually by employees.
The AGS website also describes a less conventional but highly relevant use case. A technical team can build its own MCP server and connect AI agents through it. Those agents will only be able to perform actions permitted through the API.
AGS can also be used to operate a physical gaming venue with computers, terminals, or slot machines. In this context, a terminal is a device in the venue that visitors use to launch games. AGS software is installed on this equipment, while venue staff manage gaming balances through a separate cashier interface.
It works as follows. A visitor comes to the club, chooses an available device, and gives the staff member the amount they want to play with. The cashier credits that amount to the account of the specific computer or machine. The player uses the device and plays from the available balance. After the session, the employee can remove the remaining balance from the device account and pay out the winnings. This means a visitor does not need to register a personal account in advance for ordinary in-venue play.
A separate account is needed if a person wants to play outside the club as well. The cashier creates the account, credits its balance, and provides the player with a login and password. The player can then sign in from their own computer, phone, or tablet. Unlike the account assigned to a gaming device in the venue, this account belongs to a specific player.
AGS can combine several gaming clubs into a single network. Each location keeps its own cash desks, devices, balances, employees, and settings, while the owner can view the entire network. For example, a small club can have its own maximum win per spin. RTP can also be configured for an individual location or the whole network — the share of wagers that is returned to players as winnings over time. A shared jackpot can also be set up across several clubs in the network.
First, AGS and the client define what the project should look like at launch. They agree on the required features, which games and payment systems will be connected, and the overall structure of the casino. The AGS team then configures the platform and prepares the agreed integrations, content, and visual design.
Once the project is assembled, it is tested before launch. The team checks key operations, integrations, and employee access rights. After verification, the casino is switched to production mode and the client receives access to the management system.
This preparation can take up to two weeks, provided the client supplies materials, access credentials, and information on time. This period does not include obtaining a license, signing agreements with providers, or delays caused by third-party companies.
After launch, AGS continues to assist with settings, integrations, and questions related to platform operation. The team responds to requests within one business day. If the project requires ongoing communication with AGS, a dedicated account manager can be assigned.
Technical setup of AGS for a project costs €5,000. If the casino requires additional modules, new integrations, or custom development, these are priced separately.
A mini brand book costs an additional €1,500. It includes a logo, color solutions, and a set of casino banners. After launch, recurring platform fees remain; their amount depends on the project and is specified in an individual AGS proposal.
Connecting to AGS provides the software needed to operate a casino and other useful tools, but it does not provide regulatory authorization for gambling activities. The owner must obtain a gambling license separately in the jurisdiction where the casino intends to operate. The owner is also responsible for complying with its requirements after launch.
The owner must also sign separate agreements with game providers and payment services. AGS connects them to the platform, but the commercial relationships with these companies remain the casino’s responsibility. After launch, the owner is also responsible for player support, marketing, finance, and legal processes.
If the client does not have an in-house legal team, SBSB — an independent AGS partner — can assist with licensing. Its lawyers help select a jurisdiction, prepare the required documents, and support the application process with the regulator.
After taking a closer look at AGS, launching your own casino no longer looks like an ordeal. Much of the technical foundation is already in place, and it can then be adapted to your brand, market, and operating model. For a team with gambling industry experience, this significantly reduces the complexity of building its own product.
AGS looks especially interesting for affiliate marketing teams that have spent years sending players to other casinos. It offers a way to take the next step and become the owner of a brand that other affiliates will drive traffic to.
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