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How to Maximise Retention with Effective Email Marketing? SOFTSWISS Tips

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Player engagement directly affects operator revenue. SOFTSWISS, a technology software provider with over 15 years of experience in iGaming, shares expert tips for effective player retention through email marketing.

The Player Retention Team, a part of SOFTSWISS Managed Services, focuses on increasing engagement via email marketing to boost player lifetime value and profit growth. The effectiveness of email marketing hinges on key metrics such as open rate, click-through, conversion rate, and unsubscription rate. The team employs the strategies below to optimise these metrics and enhance overall campaign performance.

 

Personalisation and Сontent Diversity

Personalising emails by addressing recipients by their names, asking relevant questions, and offering appealing deals enhances the sender’s credibility and increases engagement in future campaigns.

Robust behavioural and geographic segmentation is key to increasing the open rate. The average email open rate at SOFTSWISS is 20–40%, depending on the topic and email type. Across the market, a good open rate averages between 17–28%. 

Another crucial point is email content diversity, especially in automated journeys and repetitive broadcasts. Eye-catching subject lines, for instance, are the most important to initiate communication with players.

Animated banners, captivating subject lines, and motivating preheaders engage readers fully with the email. The click rate at SOFTSWISS is around 2.5%, higher than the industry average. 

 

Email Presentation

The essential components of email appearance which positively impact the distribution are the following:

  • Attractive email design and layout
  • User-friendly formatting, mobile-adaptation
  • Punctuation and grammar accuracy
  • Relevant “call to action”

The sender’s reputation, clean player database, and relevant and accurately picked subject lines highly affect email marketing efficiency. Considering the aspects above, SOFTSWISS experts maintain an average unsubscription rate of around 0.1%, which is 2.5 times lower than the average in the industry. 

 

Mobile Compatibility

Since about 85% of smartphone owners use their devices to access email, formatting for mobile is essential. Research indicates that if an email is not mobile-friendly, there is a 70% likelihood it will be deleted within just three seconds. This could significantly reduce the chances of recipients opening future emails from the brand, potentially leading to unsubscribes from the distribution list.

 

GDPR Compliance 

Non-compliance with the General Data Protection Regulation (GDPR) results in charges, fines, and a damaged brand reputation. When it comes to online casinos, licence regulations layer onto the basic ones. SOFTSWISS has its in-house GDPR Team that helps its Retention Team be proactive in terms of any changes in rules and regulations, and it provides audits for all customer communications.

Serge Barsukov, Player Retention Team Lead, summarises: “Relevant content and respectful, ethical communication in line with the core responsible gaming principles is the basis for effective player retention.  What is also important in this process is using additional channels such as in-app notifications and gamification. Adding gamification elements to the basic communication enhances new and existing players’ engagement by seamlessly integrating informative content with game-like elements, facilitating easier comprehension and retention.”

About SOFTSWISS 

SOFTSWISS is an international tech company supplying software solutions for managing iGaming projects. The expert team, which counts over 2,000 employees, is based in Malta, Poland, and Georgia. 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.

 

The post How to Maximise Retention with Effective Email Marketing? SOFTSWISS Tips appeared first on European Gaming Industry News.

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DragoBet Launches Multi-Regional Casino and Sportsbook Platform

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DragoBet has launched its online casino and sportsbook as a service designed for use across multiple markets. The platform adjusts language, currency, and payment settings by region, while keeping casino play and sports betting available through a single account.

Players complete one registration and can use the platform on desktop and mobile devices, with the same account structure and balance maintained across all access points.

Casino and Sportsbook Offering

Drago Bet launches with a casino catalogue exceeding 10,000 titles, covering a broad range of play styles. The selection includes slot games, table formats, live dealer tables, jackpots, crash titles and other feature-based releases. Games are supplied by more than 100 established software providers, combining well-known titles with newer releases within the same library.

DragoBet sportsbook is built into the same environment as the casino and covers a mix of international competitions and locally followed events. Football, basketball, tennis and cricket make up the main focus, while a range of other sports is also included. Betting is available both ahead of kick-off and during live matches, with prices updating continuously as games unfold.

Account Structure and Payments

A single account and wallet connect both casino and sportsbook activity. A single account and wallet connect casino and sportsbook play, with one DragoBet login used to access all products under the same balance.

DragoBet casino supports a range of commonly used payment options, depending on market and currency. These typically include bank transfers, debit and credit cards, alternative card solutions, digital wallets such as Google Pay, Apple Pay, Revolut and N26, as well as cryptocurrency payments. The exact methods available are displayed within the platform.

Deposits are processed online, while withdrawals are handled following account verification in line with standard internal procedures.

Security and Compliance

The platform operates under an established offshore gaming framework. Standard operational controls are applied, including encrypted data transmission and transaction monitoring.

Know Your Customer (KYC) and Anti-Money Laundering (AML) procedures form part of the withdrawal process. These measures are applied to support account security and payment integrity.

Bonuses and Player Programs

The casino offers a structured DragoBet bonus system for new and returning players. The welcome package is delivered across multiple initial deposits, with defined wagering conditions. Additional promotions, reload offers and cashback campaigns are available on an ongoing basis.

A loyalty system, Dragon Throne Club, is integrated into the platform. The program is structured across multiple levels and provides cashback, rakeback and account-based rewards tied to continued play.

The post DragoBet Launches Multi-Regional Casino and Sportsbook Platform appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Compliance Updates

Cyprus Betting Authority Deploys 150 Secret Agents to Conduct Raids on Betting Agencies

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The Cyprus NBA is significantly ramping up its regulatory oversight for 2026. Raids on betting agencies are being carried out by “undercover” agents as part of stepped-up checks by the NBA to ensure compliance with the law.

The NBA has procured inspection services from the private sector, deploying 150 undercover agents who pose as customers and enter betting premises unannounced.

While on site, the agents monitor staff conduct, check whether illegal bets are being placed and verify that minors are not present.

Alongside these surprise visits, NBA officers also carry out on-site inspections and monitor betting websites used by hundreds of players, while inspections are also conducted to identify potential money-laundering activity.

The issues related to the violations of rules were raised during a meeting of the House Finance Committee, where an NBA representative said the Authority imposed fines totalling €46,000 last year.

Of that amount, €26,000 related to breaches linked to the lack of required licences, with the remainder stemming from the presence of minors on premises and other violations of the legislation.

At the same time, data submitted to parliament showed that bets worth €1.3 billion were placed last year, with players receiving €1.17bn in winnings.

Against that backdrop, and following an increase in the betting tax, state revenue from betting rose to €6 million, up from €3.2m a year earlier.

During the discussion, it was also noted that a draft bill has been pending at the Ministry of Finance for around a year.

The bill provides for new products and services, as well as enhanced safeguards for responsible gaming and the protection of minors.

A representative of the ministry clarified that there are no plans to introduce online casino games.

Expected revenue from betting activity is projected at €71.85m this year, an increase of 28.03 per cent, or €15.73m, compared with 2025.

Revenue is forecast to rise further to €75.27m in 2027 and €78.59m in 2028.

Breaking down the figures, betting tax is expected to generate €53m, licence fees €8.2m and betting activity contributions €10m.

Class A and Class B licence holders pay tax at a rate of 10 per cent on net betting earnings, with Class A covering land-based betting and Class B online betting.

In addition, €32m relates to betting tax on Opap’s Cyprus’ gross profits under the new contract, while licences for Class A and B operators, authorised representatives and premises are expected to bring in €2.8m.

A further €5m concerns Opap’s Cyprus’ licence fee and €0.4m its supervision contribution, also under the revised agreement.

The post Cyprus Betting Authority Deploys 150 Secret Agents to Conduct Raids on Betting Agencies appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Amusnet Marks 10 Years with Landmark Award Recognition at ICE Gaming

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Amusnet has been honoured with the prestigious Landmark Award, presented during a special ceremony at ICE Gaming. The award, recognising milestone achievements and standout contributions across the global gaming sector, was received on behalf of the company by Amusnet CEO Ivo Georgiev, as Amusnet celebrates its 10-year anniversary.

The recognition highlights a decade of progress and impact, celebrating Amusnet’s achievements in driving growth, expanding its global footprint, and consistently delivering high-performing gaming content and solutions. It also reflects the company’s commitment to sustainability and building long-term value through strong partnerships across regulated markets.

Commenting on the award, Ivo Georgiev said: “This award reflects ten years of teamwork, trust, and a clear vision. I accept it on behalf of our teams and partners, and we’re proud to continue building what comes next together.”

Receiving the award at ICE Gaming underscores Amusnet’s position as a trusted and forward-looking industry leader and marks an important milestone as the company looks ahead to its next decade of growth.

The post Amusnet Marks 10 Years with Landmark Award Recognition at ICE Gaming appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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