Latest News
Affilka by SOFTSWISS Launches Poker Module
Affilka by SOFTSWISS expands the capabilities of its affiliate marketing tracking platform with the launch of a new module for poker sites. Affilka can now provide its services not only to online casinos and sportsbooks, but also to online poker sites.
The new poker module will enable clients operating online poker sites to take advantage of Affilka as well. The new module includes an updated API, which will be used to process user gaming activity on online poker rooms. In addition to click data, registrations, deposits, and cash-outs, the Affilka affiliate marketing platform will collect, store and process the following online poker player data:
- Poker Rounds Count – the number of rounds a player has played in a poker game
- Poker Bets Sum – the bet sum a player has placed in poker games
- Poker Rake Sum – the commission fee taken by the poker room operating a poker game
- Poker Bonuses Sum – the sum of bonuses issued to the player
- Poker Balance Corrections Sum – the amount of manual adjustments to the player’s balance
- Poker Third Party Fees Sum – any fees paid by an online poker room for various third party services
- Poker Net Revenue Sum – the poker site net profit excluding bonuses, balance adjustments, and third-party fees.
Along with the API update, the Affilka team expanded the Сommission Сonstructor for CPA, RevShare and Hybrid deals (a combination of CPA and RevShare).
Under the CPA model, affiliates are paid for a specific player action or combination of actions. When calculating CPA deals poker sites will be able to take into account such parameters as time from a player registration to a deposit (or meeting other qualification criteria), whether a player has an active self-exclusion limit as part of responsible gaming practises, duplicate players, and a user status (verified or blocked). From now on, for CPA payments, not only player deposits but also poker player activities, such as Poker Rake Sum per player or Poker Bets Sum per player can be taken into account. So, in order to pay an affiliate partner the CPA reward for a referred player, the player must deposit a specified amount during a specified period and/or the Poker Rake Sum from that player and/or their Poker Bets Sum must reach a certain amount.
When using the RevShare model, the poker site pays the affiliate a percentage of the revenue. A poker site owner may pay affiliates a percentage of the gross revenue which is the rake generated by the referred players. The owner may also pay a percentage of the Net Revenue (rake minus bonuses, balance adjustments, third-party fees such as payment system fees, taxes, poker network fees, etc.).
“I am pleased to announce the launch of the long-awaited poker module that will expand Affilka coverage. Not only casinos and sportsbooks but also online poker sites will now be able to use our platform’s unique tools to acquire new players. Poker is an important part of the iGaming industry, so we have worked hard to offer our software solution for poker rooms”, commented Anastasia Borovaya, Product Owner at Affilka.
When it comes to postbacks, they have also been refined. In addition to the classic postbacks for registration, first deposit, any deposit, qualification, as well as casino and sportsbook NGR, Affilka has added postbacks for Poker Rake Sum and Poker Net Revenue Sum. Moreover, qualifying postbacks now include variables containing the Poker Rake Sum values of a qualifying player.
The Affilka affiliate management software platform allows casinos, sportsbooks and poker sites to run affiliate programs in order to promote their businesses. With Affilka’s tools, it is possible to track the effectiveness of affiliate programs, organise work with affiliates and analyse player behaviour.
About SOFTSWISS
Affilka by SOFTSWISS is an affiliate management platform for iGaming operators. The platform enables operators to manage affiliate partners across multiple brands, optimise marketing spend, and analyse player ROI from partners.
SOFTSWISS is a widely–acclaimed iGaming expert, supplying certified software solutions for managing online gambling operations. The company has an international team, which counts 1,000+ employees and has an official presence in Malta, Belarus, Poland and Georgia. SOFTSWISS holds a number of gaming licences, including Curacao, Malta, Estonia, Belarus, Belgium, Sweden, Nigeria, Ghana, Serbia and Greece. The company has a vast product portfolio, which includes an Online Casino Platform, Game Aggregator with thousands of casino games, the Affilka affiliate platform, Sportsbook Platform and the Jackpot Aggregator. In 2013 SOFTSWISS was the first in the world to introduce a bitcoin–optimised online casino solution.
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Awards
Esportes Gaming Brasil takes two ClienteSA Awards 2026 wins; exec named Personality of the Year
Esportes Gaming Brasil (EGB), the group behind the Esportes da Sorte, Onabet and Lottu brands, has won Gold and Silver at the ClienteSA Awards 2026, held during the ClienteSA X-Summit 2026.
EGB said it won Gold in the Customer Success category for its case study, “Customer Success through Responsible Gaming and Intelligent Monitoring”, and Silver in the Customer Service Operations category for its case study, “From Startup to Maturity”.
Maria Neves, Director of Customer Experience, Customer Support and Reputation Channels, was also named Personality of the Year, an award that recognises leaders in customer experience management in Brazil. “This recognition validates the work of many people, built through listening, team development and a commitment to delivering the best possible customer experience. In a constantly evolving market, putting the customer at the centre of every decision is fundamental to the way we operate,” Neves said.
EGB executives also took part in the summit programme. Neves moderated a panel titled “Responsible Gaming as Part of the Customer Experience Journey,” featuring Carol Luna, Head of Compliance at the company, and Ricardo Magri, co-founder of the Brazilian Support Company for Compulsive Gambling (EBAC), which EGB described as a partner organisation.
During the session, the panellists discussed Brazil’s regulated betting market and how customer service, compliance and responsible gaming processes are being positioned as part of a safer customer journey. EGB highlighted initiatives including specialist support teams trained to identify signs of customer vulnerability, self-exclusion tools, platform usage limits and referral processes to specialist partner organisations.
The post Esportes Gaming Brasil takes two ClienteSA Awards 2026 wins; exec named Personality of the Year appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
business development
Games Valley names Robert Dowling Chief Revenue Officer
Games Valley has appointed Robert Dowling as Chief Revenue Officer (CRO), effective July 15, 2026. The company said Dowling is joining full-time after working with Games Valley as a strategic consultant since the beginning of 2026.
In the CRO role, Dowling will lead Games Valley’s global commercial and marketing operations, including sales, strategic partnerships and revenue growth. The company said he will also support its expansion into regulated markets alongside the executive team.
Dowling has more than a decade of iGaming experience and has held senior commercial roles at technology providers including Ganapati, Singular and EveryMatrix.
Ariel Reem, CEO of Games Valley, said: “Robert has already made a significant impact on our business over the past six months. His strategic mindset, commercial expertise and deep understanding of the industry have helped strengthen our growth plans, making this a natural next step. We’re delighted to welcome him to the executive team as Chief Revenue Officer as we continue building one of the industry’s most modern aggregation platforms. As we continue expanding into regulated markets, Robert’s experience and commercial leadership will be instrumental in helping us achieve our long-term ambitions.”
Robert Dowling, CRO at Games Valley, added: “Working with Games Valley over the past few months has confirmed what I believed from day one, that this is a company with a clear vision, exceptional technology and an ambitious team. The platform has been built to solve real challenges for operators, while giving suppliers faster and more effective routes to market. I’m excited to officially join the business and help drive the next phase of growth as we continue expanding our global footprint and bringing our platform to more regulated markets.”
The post Games Valley names Robert Dowling Chief Revenue Officer appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Acquisitions/Merger
Merkur Group agrees acquisition of White Hat Studios
Merkur Group has agreed to acquire U.S. slots provider White Hat Studios, as the company moves to expand its operations in the regulated U.S. iGaming market. The agreement was announced Wednesday 15th July 2026 and is subject to regulatory approvals.
Merkur said the acquisition will support its U.S. expansion and complements its recent acquisition of Gaming Arts, the Nevada-licensed game and machine supplier. The group said it intends to use a combined portfolio spanning online-first and omni-channel games to support operator partners’ growth plans.
White Hat Studios launched in 2021 and the company said it was the first to launch online slots across all seven regulated states. Its portfolio includes the ‘House of Brands’ slot collection, the 7s Fire Blitz
game series, and the Jackpot Royale
progressive network.
Andy Whitworth, President of White Hat Studios, said: “Joining Merkur Group is an exciting moment for everyone associated with White Hat Studios and, fundamentally, it is the best possible move to realise our ambitions for future growth and product innovation. Working alongside the hugely experienced Merkur team will open new possibilities for us across iGaming and enhance our ability to develop a world-class omni-channel proposition that will benefit both operators and players.”
Lars Felderhoff, Chairman of the Merkur Management Board, commented: “White Hat Studios has delivered impressive growth since its launch. We look forward to working with the team to continue the U.S. success story and, in turn, Merkur’s expansion in regulated iGaming.” Michael Gauselmann, Chairman of the Merkur Supervisory Board, added: “Having made early inroads into the online space in Europe via our Blueprint acquisition in 2012, I am delighted by this latest development and am confident that White Hat Studios will be a great addition to our group.”
Merkur said the White Hat Gaming platform and white label businesses are not part of the transaction and will remain under their current ownership. White Hat Studios was advised by Oakvale Capital, with legal advisors CMS for White Hat Studios and Wiggin for Merkur.
The post Merkur Group agrees acquisition of White Hat Studios appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
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