Latest News
SOFTSWISS Launches Expert Casino SEO Guide
SOFTSWISS, a global tech company with over 15 years of experience in iGaming, presents a new comprehensive report about online casino SEO audit and optimisation. ‘Casino SEO Audit: The Ultimate Guide’ is set to deliver insights for organically promoting any iGaming project.
iGaming brand promotion has many restrictions. Apart from using affiliate marketing, adopting a robust system of SEO rules can also help to increase the casino website’s visibility to online search engines. According to the surveys, SEO provides the highest return on investment of any digital marketing activity at over 29%.
SOFTSWISS surveyed SEO professionals at the company and researched best practices to present an ebook for online casino SEO optimisation. By downloading the Casino SEO Audit Guide operators gain access to a robust set of comprehensive checklists and ‘to-do’ lists for conducting SEO audits, along with verified improvement tips.
Why is SEO Important for Online Casinos?
SEO ensures long-term growth by reducing reliance on paid advertising. Correct website optimisation improves search engine visibility. SEO is also about organic traffic growth as an element of the entire marketing strategy. Attracting traffic to a poorly optimised, unfriendly website can turn into a waste of budget.
A firm SEO basis improves the efficiency of the overall marketing effort. It also increases user trust and makes the site more accessible and user-friendly. This attracts new players and increases conversions, which is key to sustained success in the highly competitive iGaming industry.
Key Steps to Upgrade Online Casino SEO
When reviewing SEO strategy, SOFTSWISS experts suggest following essential elements:
- Keyword Check. Keywords should be localised to the language of the target audience. Specific long-tail keywords carry higher intent and, ultimately, are likely to bring more conversions.
- On-Page SEO is a basic element of any online casino SEO plan. Its goal is content optimisation and structuring. A well-organised and user-friendly website is essential both for search engines and for players.
- Off-Page SEO is a crucial tool for enhancing an online casino’s reputation across the web. Collaborating with review portals, affiliates, and industry influencers can boost visibility and trust among the target audience. Backlinks from reliable sources will enhance search engine rankings and bring referral traffic to the website.
- Technical SEO. The site’s speed, interactivity, and visual stability are of high importance for Google search. These factors also play a vital role in ensuring a positive player experience.
- Constant Optimisation. Ongoing review of all the steps above and regular improvement is routine and obvious work. SEO improvement is set to be a lasting process for achieving better and better results.
Pavel Kaplunov, Head of Content Marketing, comments: “Content optimisation, good structuring and user-friendliness – these parts of SEO help to improve a website’s visibility and credibility. Its importance lies in the ability to gain sustainable and cost-effective organic traffic. For highly competitive businesses, like iGaming projects, effective SEO can be the deciding factor between being discovered by potential players and being overlooked.”
The Casino SEO Audit Guide is available for download via the link and allows casinos to access well-structured, proven insights for SEO optimisation.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 23,500 casino games, the Affilka affiliate platform, the Sportsbook software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.
The post SOFTSWISS Launches Expert Casino SEO Guide appeared first on European Gaming Industry News.
Latest News
Tony Bellew signs as PartyPoker brand ambassador through 2026
Former WBC cruiserweight champion to appear at PartyPoker Tour UK stops and take part in online activations.
PartyPoker has appointed former WBC Cruiserweight World Champion Tony Bellew as a brand ambassador for the remainder of 2026, with appearances tied to the operator’s live PartyPoker Tour and online poker offering.
The company said Bellew will be “a regular face” at its remaining UK tour stops this season following an earlier appearance at the PartyPoker Tour Birmingham. Bellew will also take part in online activity linked to the PartyPoker schedule.
“I had such a great time at the PartyPoker Tour Birmingham. The atmosphere, the people and the passion for the game were incredible. I’m really excited to be joining the PartyPoker team for the rest of the year, getting involved at the live events, meeting players and seeing where the cards take me,” Bellew said.
PartyPoker said Bellew is scheduled to attend each remaining UK stop on the 2026 PartyPoker Tour: London in July, Glasgow in August, Cork in November, and London in December. The operator also referenced a series of exclusive online events running alongside the live calendar.
The post Tony Bellew signs as PartyPoker brand ambassador through 2026 appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Arizona
Arizona regulator orders five operators to stop alleged illegal gambling activity
Cease-and-desist letters cite alleged felonies and underage access tied to BetOpenly, Bookmaker, Club WPT Online Poker, Kutt Inc., and Raffle Creator.
The Arizona Department of Gaming said it has issued cease-and-desist orders to five online platforms—BetOpenly, Bookmaker, Club WPT Online Poker, Kutt Inc., and Raffle Creator—after investigations that the Department says involved alleged illegal gambling activity and underage access in Arizona.
In its announcement, the Department said each enforcement action alleges conduct giving rise to three felonies under Arizona law: promotion of gambling, illegal control of an enterprise, and money laundering. The agency cited Arizona’s prohibition on gambling unless specifically authorized (Ariz. Rev. Stat. Tit. 13, Ch. 33) and said the legal gambling age in the state is 21.
“Arizona is taking decisive action against illegal gambling operators that put Arizonans at risk,” said Jackie Johnson, Department Director. “Our top priority is protecting Arizonans and I’m grateful for the efforts of our intelligence unit led by Chief Law Enforcement Officer Doug Jensen to do just that. Through these cease-and-desist orders we are putting operators on notice: their conduct runs contrary to Arizona law and they must stop promoting illegal gambling.”
The Department’s letters describe different alleged violations by operator. For BetOpenly, the Department said peer-to-peer gambling rules prohibit third-party benefit, and alleged the platform benefited via a commission structure while enabling event wagering and daily fantasy sports contests without the required state licenses, including availability to underage Arizonans. For Bookmaker, the Department said its investigation found wagering on horse racing, casino games, and sports betting without an event wagering license or an advanced deposit wagering provider license, adding that online casino games are not legal in Arizona.
For Club WPT Online Poker, the Department alleged the platform enabled individuals under 21 in Arizona to enter pay-to-play online poker tournaments for prizes while using deceptive “no purchase necessary” language; the Department said online poker is illegal in Arizona. For Kutt Inc., the Department said Arizona “social” gambling prohibits third-party benefit and directed the operator to stop allowing Arizona users to deposit money and wager on sports, politics, pop culture, and casino-style games. For Raffle Creator, the Department said the operator did not meet requirements that allow Arizona nonprofits to conduct lawful raffles and alleged it allowed people under 21 to purchase tickets for prize chances.
The Department said the notified entities are directed to immediately stop all gambling operations and activities in Arizona “whether through mobile applications, online, or otherwise,” and to cease any future illegal gambling in the state. It added that future actions may include criminal charges or civil action against entities, principals, and employees, and that operators “may be subject to a potential award of restitution” and forfeiture of monies acquired due to the alleged conduct.
The post Arizona regulator orders five operators to stop alleged illegal gambling activity appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Latest News
Former WBC World Champion Tony Bellew Joins PartyPoker as Brand Ambassador
Tony Bellew has officially joined the PartyPoker Brand Ambassador team for the remainder of 2026, strengthening the brand’s growing roster of ambassadors and reinforcing its commitment to bringing poker to a wider audience.
A former WBC Cruiserweight World Champion and one of Britain’s most recognisable sporting personalities, Bellew will play an active role across both PartyPoker’s live tour and online offering throughout the rest of the year.
Speaking about joining the team, Tony Bellew said: “I had such a great time at the PartyPoker Tour Birmingham. The atmosphere, the people and the passion for the game were incredible. I’m really excited to be joining the PartyPoker team for the rest of the year, getting involved at the live events, meeting players and seeing where the cards take me.”
His return follows a hugely successful appearance at the PartyPoker Tour Birmingham earlier this year, where he embraced the atmosphere, spent time with players and immersed himself in the event. After thoroughly enjoying the experience, Bellew will now become a regular face at the remaining UK stops on the PartyPoker Tour throughout the rest of the 2026 season.
As part of his ambassadorial role, Bellew will attend every remaining UK stop PartyPoker Tour in 2026:
- London – July
- Glasgow – August
- Cork – November
- London – December
With four live festival stops and a series of exclusive online events still to come, players will have plenty of opportunities to meet Bellew at the tables throughout the remainder of the 2026 PartyPoker calendar. Look out for opportunities to take him on online, and at the PartyPoker Tour in Glasgow, Cork and London.
Stay Connected PartyPoker
- Instagram: @partypoker
- Twitter/X: @partypoker
- YouTube: partypokeryt
- Facebook: partypoker
- Discord: PartyPoker Tour
The post Former WBC World Champion Tony Bellew Joins PartyPoker as Brand Ambassador appeared first on Americas iGaming & Sports Betting News.
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