Industry News
What Advertising Channels Are Most Profitable for iGaming Operators?
When budding entrepreneurs start to fret over the costs of getting their business off the ground and growing it, chances are somebody will try to encourage them by offering the famous saying “You must spend money to make money.” This gem of wisdom is attributed to Plautus, an influential comic playwright of ancient Rome.
Enterprising individuals come to learn that it is impossible to build a successful business without investment. One could even argue that modern-day entrepreneurs have no choice – they operate in a globalized, technologically advanced business landscape where competition is fierce and the battle for customers merciless.
Perhaps it is no coincidence that advertising has been around for as long as the concept of commercial activity has existed. By informing people of new products or services and persuading them to buy, ads have kept the engine of business running for millennia. Advertising remains as potent a tool as ever, proving indispensable for raising brand awareness, attracting new customers, and growing revenues.
In the case of iGaming, these rules also apply, but the industry also has unique challenges to overcome. For one thing, it is a strictly regulated one, and online gambling remains prohibited in many countries. On the other hand, the market is expected to grow at a healthy rate as the regulatory grip relaxes in new jurisdictions and disposable incomes increase.
While the opportunities are there, iGaming operators still need to make an effort to seize them. Since the primary goal is to expand customer bases, online gambling providers should make the most of advertising, carefully crafting their strategies and prioritizing channels that deliver the desired return on investment.
The advent of digital platforms has created numerous options for advertising, but several choices have proved to work best for iGaming operators when it comes to player acquisition. Given that no strategy is perfect, the best course of action is to opt for an integrated approach.
Search Engine Optimization (SEO)
This is not an advertising channel per se, but no digital strategy can hope to succeed without incorporating SEO. Search engines keep the wheel of internet activity turning, and constantly improving algorithms make search results increasingly accurate.
On the other hand, the deluge of online data has become a serious challenge for marketers, requiring a laser-sharp focus to create campaigns that work. SEO is critical for achieving a prominent ranking in search results, and by optimizing their website content, iGaming companies can put their brand on the map and attract traffic, potentially converting visitors to players.
The good thing about SEO is that it is basically free if one does not count the cost of hiring experts to handle this part of the customer acquisition process. However, this is unlikely to deliver optimal results on its own.
Affiliate Marketing
Provided they secure the right partners, iGaming companies may derive the greatest benefits from affiliate marketing. Simply put, it involves the use of third parties to promote products and services in exchange for a commission. According to some estimates, affiliate programs account for between 15% and 30% of sales for advertisers. Here’s an example of content based online gambling affiliate website – best online casino sites for real money at SlotsUp.com.
The enduring appeal of affiliate marketing has to do with its cost-effectiveness as a result of its performance-based model, meaning that payment is made only for converted players. In addition, this approach ensures highly relevant traffic, further enhancing the prospects for customer acquisition.
Paid Search Marketing
iGaming businesses can step up their ad game with paid search marketing, which might be better known as pay-per-click (PPC). The success of such campaign hinges on extensive keyword research and the selection of just the right one(s).
This approach is the most certain way of ensuring that a company product or service gets top ranking on a search engine results page. Another advantage is that a PPC campaign requires little time and effort to launch while offering one of the easiest and most accurate ways of tracking return on investment.
Social media
It is no longer possible to imagine the internet without search engines, and the same has come to be true of social media platforms. They have taken over personal communication but also provided brands with an advertising channel of tremendous power.
With about 3.5 billion people (45% of the global population) actively using social media, iGaming operators have an exceptionally valuable tool for acquiring new customers. These platforms are communication hubs where a website link, an announcement, a positive review, or a brand-related image can reach a staggering number of people.
Given the nature of their business, online gambling companies cannot advertise with absolute freedom, but they can still tap the immense potential of social networks by providing high-quality, relevant content and engaging their audience. As brand recognition grows and visitors start to associate the name with a worthwhile experience, the conversion rate is bound to accelerate.
These player acquisition strategies and some other suggestions are explored in depth in an e-book published by BetConstruct, a company offering technology and services to gaming operators. Ultimately, it is up to iGaming providers to experiment with various options, analyze the outcomes, and create a combination that maximizes conversion rates while reducing customer acquisition costs.
SOFTSWISS, a global provider of iGaming software solutions, has won two prestigious trophies at the EGR Marketing & Innovation Awards 2025. These recognitions come alongside two more accolades at Malta’s iGaming Excellence Awards 2025.
EGR Marketing & Innovation Awards
Hosted annually, the EGR Marketing & Innovation Awards honour the most innovative and effective campaigns and teams in online gaming. Recognising success across marketing, creative execution, customer engagement, and commercial results, the awards are regarded as one of the industry’s top accolades.
This year marks the third consecutive win for SOFTSWISS, following previous victories for its standout campaigns, Bringing the Heat in 2023 and Grab Success in 2024. The judges praised the SOFTSWISS marketing team with the Marketing Team of the Year Award for showing a clear passion for their brand and a creative use of new technologies and data analytics.
In addition to leading the team’s collective success, Valentina Bagniya, CMO at SOFTSWISS, was personally recognised as the best B2B Marketer of the Year for her role in transforming SOFTSWISS’ marketing function into a brand powerhouse.
“Thank you to the EGR jury team for this wonderful recognition. Winning Marketing Team of the Year is an extraordinary achievement that highlights our strength and dedication as a team. Additionally, receiving B2B Marketer of the Year is a deeply meaningful acknowledgement of our collective efforts,” says Valentina Bagniya. “These awards are not about individual achievements; they reflect the creativity, commitment, and passion of our entire marketing team.”
Malta’s iGaming Excellence Awards
SOFTSWISS also received major recognition at Malta’s Gaming Excellence Awards 2025. Ivan Montik, Founder of SOFTSWISS, was honoured with the Lifetime Achievement Award for exceptional contributions to the iGaming industry over the course of his career. Meanwhile, Rubens Barrichello, ex-Formula 1 pilot and Non-Executive Director in Latin America at SOFTSWISS, was named Best iGaming Influencer of the Year, celebrating his significant impact through content creation, marketing, and online presence.
Valentina Bagniya comments: “It’s significant that our colleagues Ivan Montik and Rubens Barrichello received recognition at Malta’s Gaming Excellence Awards 2025, demonstrating how our leadership vision is increasingly recognised and valued by industry professionals. Moving forward, we remain dedicated to expanding our expertise and actively contributing to the advancement of our industry.”
On 3-4 July, the SOFTSWISS team will be attending iGB Live in London, ready to share their insights and expertise with interested attendees.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience 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 30,000 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 counts over 2,000 employees.
The post SOFTSWISS Takes Home Four Awards In One Night appeared first on European Gaming Industry News.
Welcome to our weekly roundup of American gambling news again! Here, we are going through the weekly highlights of the American gambling industry which include the latest news and new partnerships. Read on and get updated.
Latest News
BMM Innovation Group, a technology conglomerate focused on gaming product compliance testing, cybersecurity solutions and virtual training for the global gaming industry, announced that it is exhibiting at the Perú Gaming Show 2025, June 18–19 at the Centro de Exposiciones Jockey in Lima, Perú. BMM’s local experts will be available at Booth No. 31–32 to discuss the Company’s full suite of testing, certification, cybersecurity and virtual training services for Perú’s growing gaming industry. With a well-established land-based sector and a rapidly expanding online gaming market, Perú represents one of the most dynamic jurisdictions in Latin America. BMM has supported the Peruvian gaming industry for more than 18 years, with a dedicated office in Lima since 2007. The Company’s deep roots and compliance expertise make it uniquely positioned to serve the diverse needs of Perú’s casinos, sports betting operators, lottery providers and online gaming programmes.
Amusnet is set to make a powerful impression at the Peru Gaming Show 2025, taking place on June 18-19 in Lima, by presenting a comprehensive portfolio across its Online Casino, Live Casino, and Land-based verticals. As one of the most prominent and influential gaming exhibitions in Latin America, PGS brings together the industry’s leading providers, manufacturers and decision-makers for two days of impactful business exchange. Amusnet is also sponsoring the LMG Futbol Experience on June 17, held just before the exhibition, showcasing involvement in local events and its engagement in supporting industry-wide collaboration.
International Game Technology PLC announced that its spectacular RISE55 cabinet is now live on casino floors across the US. With robust, performance-focused content roadmaps for the premium-leased and for-sale game segments, IGT’s RISE55 cabinet debuted with the highly entertaining Magic Treasures Gold game. The RISE55 cabinet features a 55-inch ultra-HD curved display that delivers crisp graphics, enhanced audio technology and remarkable player comfort. The RISE55 cabinet first hit casino floors in late May, with additional deployments planned through the summer. As the hardware’s Class III premium launch title, Magic Treasures Gold is a visually stunning multi-level progressive game with features that build upon the success of IGT’s award-winning Magic Treasures game, including a leveled-up version of the Money Ball feature.
Partnerships
Hard Rock Cafe, in partnership with international soccer icon Lionel Messi, launched new merchandise coinciding with one of the year’s most anticipated global soccer tournaments. The collection debuts as part of Hard Rock’s “WE PLAY TOGETHER” campaign, which unites soccer fans to celebrate the sport. The campaign will feature special experiences and exclusive offers, such as bundle deals combining themed Messi menu and retail items, for guests to watch each match and show support for their favourite teams. Lionel Messi announced the collection via an Instagram post, where he donned one of the custom tees now available for purchase.
PrizePicks, the largest daily fantasy sports operator in North America, announced that it has partnered with the Los Angeles Dodgers as the team’s Official DFS Partner. The partnership features several digital and in-stadium activations at Dodger Stadium as PrizePicks continues to strengthen its brand presence in baseball.
The post Gaming Americas Weekly Roundup – June 9-15 appeared first on European Gaming Industry News.
There are affiliate networks, and then there’s MegaList – a performance-first, hype-last kind of operation built for casino and sportsbook brands that prefer results over buzzwords.
In an industry that sometimes feels like it’s powered by vague metrics and recycled content, MegaList steps in as the “Mega Map” – a practical, data-driven network guiding both players and operators to higher ground. Less “look at our reach,” more “here’s your conversion rate.”
So no, this isn’t just another logo-stamped brand promising traffic and delivering bounce rates. This is a carefully engineered affiliate engine built on smart SEO, qualified leads, and just enough caffeine-fueled obsession with results to make even the most skeptical operators pay attention.
The iGaming Affiliate World: Why It (Still) Matters
Let’s be honest – the affiliate space in iGaming has had its fair share of bad actors and empty promises. But when done right, affiliate marketing is still one of the most effective and efficient ways to connect licensed operators with the right players.
Players want fewer popups, more clarity. Operators want actual ROI, not vague impressions.
Enter: the data-driven affiliate network.
It’s simple:
- Informed players make better choices.
- Strategic affiliates deliver better traffic.
- Everyone wins. Except, of course, the shady operators who preferred it the other way.
Meet the MegaList Brands
These aren’t vanity microsites. Each MegaList brand has a specific mission, actual humans behind the content, and a reputation for, well… telling it like it is.
MegaCasinoList
Let’s face it – players don’t need another affiliate promising “top 10 casinos” based on whatever ad paid the most. They need honest, transparent, expert-backed reviews.
That’s where MegaCasinoList comes in – a platform that filters out the noise and delivers legit info on licensed casinos, security, fairness, and gameplay. Slots? Live dealer games? Payout speed? Yep, it’s all in there, and it’s all vetted.
They work with reliable operators only, because – and here’s a crazy idea – not every shiny site deserves your deposit.
MegaTipsList
If you like sports predictions that read like a 20-page legal document, you’re in the wrong place.
MegaTipsList is built for bettors who want real insights, fast reads, accurate tips, and actual value. It delivers predictions, sports news, and timely promotions – minus the fluff and with none of that “win guaranteed” nonsense.
Designed for bettors who like to stay informed without needing a PhD to understand the odds.
MegaBetList
For the practical bettor who just wants the facts: which sites are legit, which ones pay fast, and what to expect before placing your first wager.
MegaBetList reviews betting platforms with a clear, no-nonsense voice. It’s not trying to dazzle; it’s trying to help people bet smarter – and it’s doing a pretty solid job of it.
From licensing to promotions to usability, everything is covered – and everything is filtered through what actually matters to sports fans.
Why This All Matters (And Why It’s Working)
The iGaming world doesn’t need more noise. It needs better filters, smarter partners, and affiliates that actually care whether the traffic leads somewhere useful.
That’s where MegaList comes in – not to impress with buzzwords, but to perform, to scale, and to make sure both operators and players are on the same page for once.
And if we may drop in a little vision while we’re at it:
“At MegaList, we believe informed players and strategic operators shape a stronger, smarter iGaming industry.”
For once, a statement that isn’t just inspirational filler.
So the next time someone pitches you an affiliate network, ask one thing: “Do they have a plan, or just a landing page?”
MegaList has both, and a track record to prove it.
Explore MegaList’s network:
🔗 MegaAffiliatesList.com
The post Meet MegaList: The Rising Force in iGaming Affiliation appeared first on European Gaming Industry News.
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