iGaming Glossary
Lobby data has its own language. Here is every term we use on LobbyRanker, from swimlanes to visibility scores, plus the regulators behind all 16 markets we track.
Lobby Anatomy
The casino homepage is shelf space. Here is how it is organised.
- Lobby
- The game browsing screen of an online casino, usually the homepage. This is where games get seen or get buried. Everything LobbyRanker measures starts here.
- Swimlane
- A horizontal row of games in a lobby, like "Popular games" or "New releases". The higher a swimlane sits on the page, the more players scroll past it. Swimlane order is a core input for our visibility score.
- Position
- A game's slot within a swimlane. Position 1 is prime real estate that every visitor sees. Position 30 requires a determined scroller. Earlier positions earn more visibility points.
- Lobby-visible games
- The games an operator actually shows on its lobby page, as opposed to the thousands sitting in the full catalog behind the search bar. LobbyRanker tracks the first 100 lobby-visible games per casino, because that is the shelf players actually browse.
Metrics
Distribution tells you where a game is live. Visibility tells you whether anyone sees it.
- Lobby visibility
- How prominently a game or provider appears across casino lobbies in a market. A game can be live on 20 casinos and still be invisible if it sits in row nine everywhere. Visibility captures placement, not just presence.
- Visibility score
- LobbyRanker's core metric. Every placement earns points based on how high its swimlane sits and how early the game appears within that row. Games listed on multiple casinos in a market earn a multi-casino bonus on top. Scores are summed per game and aggregated per provider, so a high score means broad, prominent shelf placement.
- Provider market share
- A provider's slice of the total visibility score in a market, shown as a percentage. It is shelf share, not revenue share: it tells you whose games operators choose to promote.
- Riser / faller
- A game whose visibility score moved sharply up or down between snapshots. Rankings shift daily. Risers and fallers show where operators are placing and pulling their bets.
Game Types
Two worlds share every lobby: software-driven games and streamed dealer tables.
- RNGRandom Number Generator
- Games where certified software decides the outcome: slots, table games, instant wins. The bulk of every lobby. LobbyRanker splits every market into RNG versus live casino.
- Live casino
- Games hosted by real dealers and streamed from a studio: blackjack, roulette, baccarat, game shows. Fewer titles than RNG, but they fight for the same swimlanes.
- Crash games
- Fast-cycle multiplier games in the style of Aviator. A curve climbs, you cash out before it crashes. One of the categories LobbyRanker tracks alongside slots, classic, arcade, and bingo.
Who Is Who
Four roles decide what a lobby looks like. Only one of them controls the shelf.
- Operator
- The casino brand running the site and holding the license: bet365, Unibet, Betano. Operators decide which games appear in their lobby and where. That decision is the market LobbyRanker measures.
- ProviderGame studio
- The company that builds the games and licenses them to operators: Pragmatic Play, NetEnt, Evolution. Providers compete for lobby placement the way FMCG brands compete for eye-level shelf space.
- Aggregator
- The middleman. One technical integration that pipes hundreds of studios into an operator's lobby. Aggregators widen distribution, but they do not guarantee placement.
- Affiliate
- A marketer that sends players to operators for a share of the revenue. Affiliates use lobby data to spot which games and casinos are trending before the numbers show up anywhere else.
Regulators
Every market LobbyRanker covers is regulated. These are the bodies issuing the licenses.
- KSAKansspelautoriteitNetherlands
- The Dutch gambling authority. Licenses and supervises all legal operators in the Netherlands.
- DGOJDireccion General de Ordenacion del JuegoSpain
- Spain's national gambling regulator, under the Ministry of Consumer Affairs.
- GGLGemeinsame Gluecksspielbehoerde der LaenderGermany
- Germany's joint gambling authority of the federal states, active since 2023.
- UKGCUK Gambling CommissionUnited Kingdom
- Regulates commercial gambling in Great Britain, one of the oldest online licensing regimes.
- SpelinspektionenSweden
- The Swedish Gambling Authority. Runs the Swedish license system introduced in 2019.
- SpillemyndighedenDenmark
- The Danish Gambling Authority, regulating online casino since the market opened in 2012.
- AGCOAlcohol and Gaming Commission of OntarioOntario, Canada
- Regulates Ontario's open iGaming market, launched in 2022 together with iGaming Ontario.
- DGEDivision of Gaming EnforcementNew Jersey, US
- New Jersey's gaming regulator and the model for most US state markets.
- ADMAgenzia delle Dogane e dei MonopoliItaly
- Italy's customs and monopolies agency, which also licenses online gambling.
- SRIJServico de Regulacao e Inspecao de JogosPortugal
- Portugal's gambling regulation and inspection service, part of Turismo de Portugal.
- SPASecretaria de Premios e ApostasBrazil
- Brazil's betting secretariat under the Ministry of Finance, running the bet.br regime since 2025.
- ONJNOficiul National pentru Jocuri de NorocRomania
- Romania's national gambling office. Licensed operators block foreign traffic, which is why local lobby data matters.
- HGCHellenic Gaming CommissionGreece
- Greece's gaming commission, supervising the OPAP monopoly era's transition to an open online market.
- MinFinMinistry of FinanceCzech Republic
- The Czech Ministry of Finance regulates gambling directly. No separate authority, the ministry issues the licenses.
- ColjuegosColombia
- Colombia's gambling regulator and the first in Latin America to license online casino, back in 2016.
- NRANational Revenue AgencyBulgaria
- Bulgaria's revenue agency took over gambling supervision in 2020 and now runs the license register.
Now read the real thing
The terms make sense once you see them move. Open the dashboard and watch which games own the swimlanes today.
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