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Tournament Tool by SOFTSWISS Game Aggregator: Higher Player Engagement Into Casino Entertainment
The SOFTSWISS Game Aggregator’s new Tournament Tool is off to a strong start with its first set of tournaments, showing outstanding results in online casinos and receiving enthusiastic participation from players worldwide. While the functionality is constantly expanding, the tool’s benefits come to the fore right at the outset. Besides adding zest to conventional gameplay, engaging and customisable tournaments help operators drive their retention rates and increase casino revenue streams.
BOOST RETENTION RATES AND PLAYER ACQUISITION
The new feature from the Game Aggregator has been designed to help operators increase player engagement and loyalty, and is available to all Game Aggregator’s clients. With a wide range of tournament types, including branded campaigns, and mechanics, operators can offer their players unique gameplay experiences that further transform into higher retention metrics and casino revenue.
IN-GAME INTERACTION WITH PLAYERS
Another key advantage of this tool is the in-game tournament interface streamlining interaction with players to keep them updated about gaming campaigns. It informs players about active and past events, and tournament rules, and features a leaderboard widget. And all this is accessible with multilingual support.
EASY CONNECTION WITHOUT ADDITIONAL RESOURCES
The Tournament Tool’s advantages are available to all SOFTSWISS Game Aggregator’s clients. Operators can set up tournaments based on any game in the hub’s extensive library to entertain audiences from all across the globe and track the performance of such campaigns. Furthermore, the connection does not require additional development or design resources – tournaments can be customised with designed presets and integrated widgets, which allows operators to keep their own brand identity.
The Tournament Tool is not limited to the above benefits only: players can switch between desktop and mobile versions. All currencies, including crypto, available in the games provided by the SOFTSWISS Game Aggregator, are open for betting.
Tatyana Kaminskaya, Head of SOFTSWISS Game Aggregator, comments on the benefits the Tournament Tool unlocks for operators: “At SOFTSWISS, we understand that players are looking for engaging and immersive experiences. With the Tournament Tool, we can deliver that while helping our clients achieve their business goals. We already can see that the tool’s flexibility and extended functionality help our clients stand out in the competitive iGaming industry. We are working to deliver even more exciting tournaments soon, so stay tuned!”
The SOFTSWISS Game Aggregator plans to continue developing its Tournament Tool to diversify the use of its ever-growing game portfolio, which already includes over 16,000 games from more than 185 worldwide game providers.
About SOFTSWISS
SOFTSWISS is an international iGaming company supplying certified software solutions for managing gambling operations. The expert team, which counts 1,400 employees, is based in Malta, Poland, Georgia, and Belarus. SOFTSWISS holds a number of gaming licences and provides one-stop-shop iGaming software solutions. The company has a vast product portfolio, including the Online Casino Platform, the Game Aggregator with thousands of casino games, the Affilka affiliate platform, the 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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Major findings from the newly launched report include playable ads having the potential to deliver impression-to-install rates 16 times that of non-playable formats for emerging gaming apps and a 20% increase in spending on interactive ads year over year.
Liftoff, a leading AI-enabled growth platform for the mobile app economy, has published its seventh annual Mobile Ad Creative Index. The report explores top creative trends that are attracting and scaling in ad spend across consumer apps and games. It also highlights the expanding role of AI in creative production, testing, and optimization.
This year’s Mobile Ad Creative Index specifically analyzes creative concepts that have excelled in scale for Liftoff’s highest-spending advertisers over the past 12 to 48 months. It is based on findings from over 4.7 trillion impressions, 263 billion clicks, and 1.1 billion installs between 1 January 2023 and 31 May 2025.
Highlights from the report include:
Top consumer apps are investing in interactive ads to compete for engagement
In 2024, the share of spend on interactive ads for top apps increased by 20% year over year. The share of spend increased by 2% for spenders outside the top tier. Top-spending apps differentiate their campaigns by adding innovations to evergreen concepts such as social scrollers, carousels, and scratch-offs.
Playable ads deliver returns across ad budgets for mobile game advertisers
In 2024, the share of spend on playable ads for top games averaged 35% higher than other games. Across all ad budgets, however, playable ads delivered higher conversion rates. Impression-to-install rates were 8 times that of non-playable formats for top spenders and 16 times that of non-playable formats for other game advertisers.
Tailoring “metaplay” elements to motivations can improve performance
“Metaplay” elements—gameplay that diverges from an app’s core design to appeal to a broader audience—are widespread, but top games gain an edge by tailoring their metaplay ads to the publisher audience. The report found that aligning “metaplay” creative with publisher audiences resulted in a 93% increase in installs-per-mille.
UGC is becoming a key differentiator in driving scale for consumer apps
The share of spend on user-generated content (UGC) increased 11% for top-spending apps, with social and utility apps seeing the most significant jump of nearly 30% between 2023 and 2024.
Widespread adoption of Gen AI leads to more customized ad experiences
Creative teams increasingly leverage AI to enhance top-performing assets with 3D and motion and to create and test variations. Top advertisers also use AI to recombine their assets in customized ad experiences that break away from standard video to playable formats.
Yann Zeller, Chief of Staff, Creative at Liftoff, said: “Today’s creative landscape is shaped by a single, powerful truth: attention is the commodity, and brands, games, and influencers are all vying for it. Great mobile ad experiences can earn attention by aligning context with behavior. As ad formats become richer and AI expands our ability to personalize and adapt creatives at scale, we’re able to unlock new insights into user behavior and motivation. We see users spend meaningful stretches with the right content, sometimes 60 to 90 seconds when the ad feels personal or prompts meaningful participation. This isn’t just a better way to advertise—it’s a better way to tell stories and the most exciting brief we’ve had in years.”
Soren Steelquist, Director of Creative Production, said: “The proof is in the data—more and more consumer apps are incorporating UGC into every stage of their marketing, and programmatic is no different. UGC works because it’s authentic and relatable, and users are more likely to be influenced by ad when it’s coming from a trustworthy source. To see higher impact from UGC creatives, work with a partner that can match the right creator with your brand and develop winning concepts that resonate with audiences.”
The post Liftoff’s 2025 Mobile Ad Creative Index Reveals UGC Is a Key Differentiator for Top Apps appeared first on Gaming and Gambling Industry in the Americas.
Affilka by SOFTSWISS, an affiliate management software platform, has secured the title of Affiliate Software Supplier at the prestigious EGR B2B Awards for the second consecutive year. The awards ceremony took place on 3 July at London’s iconic The Roundhouse, where the iGaming industry gathered to celebrate the most successful and innovative companies of the past year.
The consecutive win reinforces Affilka’s growing leadership in iGaming affiliate marketing software. Over the past 12 months, the product has consistently evolved, launching a series of powerful new features.
Among the recent updates is the Cross-Brand Player Duplicate Detection tool, which identifies overlapping player accounts across different casino brands within a single affiliate program. The platform also introduced the new Traffic Report, which provides real-time, click-to-registration and click-to-FTD metrics with multi-dimensional filters. Another new feature allows affiliates to access data on their marketing campaigns and tracking links directly via API, enabling automated data extraction and custom integrations.
At the end of last year, Affilka rolled out the Geo-Distributed Redirect feature, which boosts site visits by reducing redirect times from 1.5 seconds to 300–500 milliseconds, and the Cohort Analysis Report, which offers deeper insights into player behaviour.
Anastasia Borovaya, Head of Affilka by SOFTSWISS, commented on the recognition: “Winning this award two years in a row is an incredible achievement for our team. It reflects our hard work, creativity, and deep commitment to the continuing improvement of our platform. What makes this win special is knowing that the tools we build are already helping our partners solve real challenges. Whether refining traffic strategies or making smarter, data-driven decisions, we’re proud Affilka plays a part in their success.”
Thanks to ongoing updates and the introduction of new innovative features, Affilka by SOFTSWISS now supports over 450 brands, 400 thousand affiliate accounts, and 98 million player registrations.
Earlier in June, SOFTSWISS won two prestigious trophies at another EGR Ceremony – Marketing & Innovation Awards 2025. The company’s marketing department received the Marketing Team of the Year Award for its bold creative approach and effective use of new technologies and data analytics. In addition, Valentina Bagniya, CMO at SOFTSWISS, was named B2B Marketer of the Year for transforming the company’s marketing function into a powerful brand engine within the iGaming industry.
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 Affilka by SOFTSWISS Wins at EGR B2B Awards for Second Year Running appeared first on European Gaming Industry News.
As summer reaches its peak, so do the opportunities for operators partnering with Spinmatic. The premium Slot developer has launched two new exclusive offers as part of its ongoing Rock the Month campaign – a high-impact promotional series featuring targeted incentives, exclusive discounts and seasonal themes designed to support long-term operator growth.
After a strong debut in July with Fruit Fiesta and Summer Splash, Rock the Month has quickly become a key initiative for many partners, offering unique commercial advantages each month, exclusively to Spinmatic clients.
For August, the provider turns up the heat with two new offers: Summer Crash and Freespin Hype. Both are available to apply for until July 25 and designed to help operators during the summer’s most critical weeks.
This August’s promotions offer Spinmatic’s partners the chance to unlock up to 60% off in Revenue Share, depending on the offer selected. Full activation details – including game selection and placement requirements – are reserved exclusively for Spinmatic’s operator network.
“Our goal with Rock the Month is to bring consistent value to our partners,” said Norbert Mathies, Managing Director at Spinmatic. “We know operators are constantly under pressure to keep players engaged, so with our monthly promotions, we aim to offer something that’s genuinely useful. With two offers available each month, operators can choose the one that best fits their market. At the same time, we’re helping them get more out of their campaigns and explore new games with reduced risk.”
Spinmatic encourages operators and industry stakeholders to stay tuned, as new Rock the Month promotions will continue to be rolled out monthly. For those looking for innovative ways to increase player loyalty and revenue, now is the perfect time to get involved.
The post “Rock the Month”: Spinmatic’s monthly promos to power operator growth appeared first on European Gaming Industry News.
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