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Rafael Gállego, BetBrothers: “SEO Is Still One of the Most Powerful and Scalable Channels”
Few industries evolve as rapidly as iGaming. Navigating its landscape requires more than just technical know-how, as it demands adaptability, local insight, and a user-first mindset.
We sat down with Rafael Gállego, SEO Manager at BetBrothers, to explore what makes organic traffic a lasting growth engine in such a competitive space. Rafael’s journey began in 2017 at Game Lounge, where he started as a content writer before transitioning into SEO. In early 2025, he joined BetBrothers, where he now plays a key role in shaping organic growth strategies for Spanish-speaking markets.
BetBrothers has a notable presence with its Spanish websites. From an SEO perspective, what are the differences when optimizing for the Spanish market compared to other regions?
When optimizing for Spanish-speaking markets, one of the first things we consider is that Spanish is not the same language everywhere. There are major differences between Spain, Mexico, Peru, and the rest of LATAM. Not just in vocabulary, but in search behavior and user expectations too.
From an SEO point of view, this means our approach has to go beyond simple translation. We work with localized keyword research for each country, because the same query can have different volumes, intent, or competition depending on the region. For example, users in Spain might search for “apuestas online”, while in Mexico they’re more likely to use “apuestas en línea”.
Another key factor is building trust. In LATAM, elements like local payment options, bonuses in local currency, or even having a .mx or .pe extension can strongly influence user behavior. And indirectly, organic performance.
In short, SEO for Spanish markets requires a highly localized strategy that respects linguistic nuances, adapts to different user intents, and aligns with each market needs.
There’s some talk about SEO becoming less effective as a marketing channel. What are you actually seeing? Is it still a key growth tool for affiliates, or are things changing?
From our perspective at BetBrothers, SEO is still a core growth channel for affiliates. Especially in the betting and casino verticals. What’s changing is that it’s getting more competitive and more resource-demanding. It’s not that SEO is becoming less effective, but rather that the barrier to entry is higher than it used to be.
Google continues to evolve, and organic visibility is increasingly tied to E-E-A-T, technical health, UX, and content quality. That means affiliates can’t rely on quick wins or shortcuts anymore. You need a solid product, strong topical authority, and consistent effort to maintain and grow rankings.
That said, the intent behind SEO traffic remains unmatched. Users landing on affiliate pages through organic search are actively looking for information, comparisons, or to convert. That makes SEO one of the most valuable acquisition channels in terms of ROI.
So yes, things are changing, but SEO is far from dead. For affiliates who take it seriously, it’s still one of the most powerful and scalable channels.
With the rise of AI-generated content, and Google’s strong emphasis on E-E-A-T, how do you see its role? Do you think AI content can be effectively used by iGaming affiliates, or is a human touch indispensable for maintaining trust and rankings?
AI-generated content definitely has a role, especially when it comes to scaling certain types of content (like data-driven pages, FAQs, or supporting articles). At BetBrothers, AI helps us speed up processes and improve efficiency, but it’s not a substitute for human expertise.
In iGaming, trust and authority are key. And that’s where E-E-A-T comes in. Users (and Google) expect content to show experience, transparency, and relevance. That’s hard to fake. For example, when we write reviews, guides, or betting strategies, we make sure they’re backed by real insights, updated market knowledge, and a clear editorial voice. That requires a human touch.
We’ve experimented with AI to support content creation, but every piece still goes through human review and editing. In this industry, credibility matters. So while AI is useful, it needs to be part of a broader content strategy focused on quality, accuracy, and user value.
When a significant Google algorithm update rolls out – say, a core update that shakes up rankings – can you walk us through BetBrothers typical process for analyzing the impact, identifying necessary adjustments, and implementing changes for your affiliate sites?
When Google rolls out a major algorithm update, we follow a clear, structured process to assess and respond.
First, we monitor key metrics across our portfolio (traffic, rankings, user engagement, etc) to quickly spot any significant changes. We rely on tools like Google Analytics, Search Console, and Ahrefs to identify which sites and pages are most impacted.
Then, we analyze the winners and losers within our niche to understand what Google is prioritizing. We look closely at factors like content quality, user experience, and technical SEO to identify patterns.
For action, we focus on high-impact pages based on their traffic and revenue potential. Our main efforts target improving content depth, enhancing user experience, and strengthening E-E-A-T signals. Instead of broad, sweeping changes, we implement precise, data-driven adjustments and closely monitor their impact.
Throughout, we stay grounded in our core philosophy: delivering genuine value to users.
What technological or market shifts do you think could radically impact SEO in iGaming in the next five years?
We’re already seeing major shifts that are transforming SEO in iGaming, and that pace is only accelerating. One of the biggest changes is Google’s integration of AI into search through SGE (Search Generative Experience). As Google answers more queries directly — especially informational ones — traditional results are seeing lower visibility and CTR. For affiliates, this makes it even more important to focus on transactional keywords and build strong, recognizable brands that users trust.
Another ongoing shift is regulation. Markets like Spain, Mexico, and Colombia are constantly evolving. Changes — like a rumoured potential ban on welcome bonuses in Spain — can happen fast. When they do, SEO strategies need to adapt quickly.
And looking a bit into the crystal ball, we also notice the possibility of search engines applying stricter filters to gambling content based on compliance trends. That could radically change how we approach SEO.
Lastly, the growing role of first-party data and UX signals is changing how we measure and optimize performance. At BetBrothers, we’re investing in collecting direct user feedback to better tailor our content. As Google rewards trust, engagement, and relevance, SEO in iGaming is becoming less about technical tweaks and more about product quality, user insight, and long-term credibility.
The post Rafael Gállego, BetBrothers: “SEO Is Still One of the Most Powerful and Scalable Channels” appeared first on European Gaming Industry News.
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1spin4win presents a new Samurai tale in the Japanese saga with Way of Honor Hold and Win
1spin4win, a classic online slot provider, unfolds the Japanese novel with Way of Honor Hold and Win — the third chapter of the series, revealing the Samurai part of the story.
The new title has been selected for exclusive pre-release by partner casinos, including Irwin, Gizbo, Jet, Izzi, and Fresh. This follows the pattern set by the two earlier entries in the series — Tiger’s Steps Hold and Win, the top-performing April release by bet sum, and Gentle Fox Hold and Win. This indicates that the collection’s blend of well-balanced gameplay and captivating storytelling continues to resonate with the audience.
Being the third installment of the saga, Way of Honor Hold and Win advances the narrative by giving voice to yet-unheard characters — honorable samurai Mizuiro and Midoriiro. Devoted warriors, they pledged unwavering loyalty to the shogun and the powerful Masahide family. Their moral compass is the Way of Honor — a sacred samurai code that guides them to defend the ruler’s right to maintain peace and the balance of power. Every day, at the crack of dawn, the samurai rise to protect the shogun’s castle and ancient scrolls that hold the secrets of longevity.
Olga Bogdanova, the Art Director at 1spin4win, shared, “Way of Honor Hold and Win is a worthy continuation of our Japanese slot series, united by a shared storyline. By crafting a rich and detailed samurai-themed narrative, we aimed to offer players more than just standard reel-spinning. Instead, we invite them to become active participants in the story, who can take sides, make decisions, and influence the course of events. We hope they enjoy the game’s immersive atmosphere and generous winning opportunities.”
However, the meticulously crafted plot is only one of the things the latest Japanese slot can boast. It remains faithful to 1spin4win’s key hallmarks — well-balanced math, transparent mechanics, and minimalist design. Way of Honor Hold and Win is a medium-volatility game featuring 243 paylines, a 97.1% RTP, and a x1,300 max multiplier.
The main attraction of the new title is the Hold and Win round, popular with players for the thrill of anticipation and the chance to win big. Triggered by three or more gold Coins on the 5×3 layout, the Bonus game offers three starting respins and two Jackpots — the x100 Minipot Coin or the x1,000 Megapot.
About 1spin4win
1spin4win is a fast-growing game provider founded in May 2021 by ambitious developers with over 15 years of experience in the gambling industry. Since its inception, the company has expanded its portfolio to include over 150 classic online slots, all characterized by quality mathematics, transparent mechanics, and well-balanced gameplay — key factors that drive strong player retention. The studio consistently releases an average of four new games each month and offers effective promotional tools for casino operators to help them enhance player loyalty.
The post 1spin4win presents a new Samurai tale in the Japanese saga with Way of Honor Hold and Win appeared first on European Gaming Industry News.
BETCORE is proud to announce its victory at the Malta iGaming Excellence Awards (MiGEA), where the company was honored with the prestigious title of Best Innovative Product Company of the Year. The awards ceremony, organized by Dynamic Events, took place in Malta and brought together top players of the iGaming industry for an evening of celebration and recognition.
About BETCORE
BETCORE is a dynamic iGaming brand that provides partners with a unified solution across three key verticals:
– Bet on Games – A collection of instant win and crash games designed for fast-paced entertainment and high player engagement.
– TVBET – Live TV games streamed 24/7 with professional hosts, offering engaging betting experiences inspired by lottery, card, and table games.
– El Casino – A modern live dealer studio featuring premium casino classics like Roulette, built with advanced technology and seamless UX.
All verticals are easily accessible via a single API integration, allowing operators to diversify their portfolio, increase retention, and scale their offerings efficiently.
Industry Recognition
Winning the Best Innovative Product Company of the Year at MiGEA is a major milestone for BETCORE. This recognition highlights the company’s bold approach to product development, its commitment to quality, and its ability to anticipate the evolving needs of operators and players alike.
The MiGEA Awards are known for celebrating excellence, creativity, and leadership in the gaming sector. Being selected by an expert jury underscores BETCORE’s position as one of the most forward-thinking and versatile providers in the market.
“We’re honored to receive this award and proud of the exceptional team behind our success,” said Francisco Bravo, LATAM Sales Director at BETCORE.
“Innovation is in our DNA, and this recognition motivates us to keep pushing boundaries and delivering outstanding products for our partners worldwide.”
The post BETCORE Wins “Best Innovative Product Company of the Year” at MiGEA Awards 2025 appeared first on European Gaming Industry News.
Atlaslive, a dynamic iGaming platform provider, is excited to announce its participation in iGB L!VE 2025, taking place in London on July 2–3. You’ll find the Atlaslive team at Stand U64.
At the event, we’ll be showcasing our flexible and scalable platform built to power high-performance sportsbook and casino operations. It includes real-time analytics, automated risk and player management, smart personalization tools, and full support for all key verticals — all designed for fast and smooth operation.
“iGB L!VE is a strategic opportunity for us to connect with operators and industry leaders who are looking for reliable, flexible, and future-ready solutions,” said Lidiia Vakulenko, Deputy CEO at Atlaslive.
Whether you’re launching a new brand or growing an existing one, Atlaslive offers the technology and support to help you move faster and perform better.
Want to meet us at iGB? Reach out to our team or book a meeting via our website.
This document is provided to you for your information and discussion only. This document was based on public sources of information and was created by the Atlaslive team for marketing usage. It is not a solicitation or an offer to buy or sell any gambling-related product. Nothing in this document constitutes legal or business development advice. This document has been prepared from sources Atlaslive believes to be reliable, but we do not guarantee its accuracy or completeness and do not accept liability for any loss arising from its use. Atlaslive reserves the right to remedy any errors that may be present in this document.
About Atlaslive
Atlaslive, formerly known as Atlas-IAC, underwent a rebranding campaign in May 2024. It is a B2B software development company that specializes in creating a multifunctional and automated platform to optimize the workflow of sports betting and casino operators. Key components of the Atlaslive Platform include Sportsbook, Casino, Risk Management and Anti-Fraud Tools, CRM, Bonus Engine, Business Analytics, Payment Systems, and Retail Module. Follow the company on LinkedIn to stay updated with the latest news in iGaming technology.
The post Atlaslive to Join iGB L!VE 2025 — Meet Us at Stand U64 appeared first on European Gaming Industry News.
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