Key Moments:
- SOFTSWISS has advanced its partnership with Google, supporting licensed iGaming brands in 40+ jurisdictions since August 2024.
- Brand awareness campaigns delivered a 50% increase, with organic brand searches rising 64% per the initial Search Lift study.
- Joint educational programs, including webinars and the 2026 iGaming Trends Report, aim to drive sustainable growth in the sector.
Overview of the Enhanced Partnership
SOFTSWISS, a major provider in the global iGaming technology space, has bolstered its collaboration with Google to help licensed brands achieve sustainable, compliant growth around the world. The partnership, which began in August 2024, has now reached a new stage focused on turning policy guidance into actionable opportunities for the marketplace.
Performance Highlights and Impact
The partnership has yielded significant results in both brand awareness and customer acquisition. Recent initiatives brought a 50% surge in brand awareness. According to the initial Search Lift research, there was a 64% relative increase in organic searches for SOFTSWISS’s brands, while continued Brand Lift efforts confirmed these positive effects across regulated markets.
Different campaigns achieved varying results at the tactical level. For example, some programs expanded YouTube subscribers by more than 40,000 at a cost of 0.03–0.034 euro per subscriber. Other initiatives successfully decreased the cost per first deposit. Moreover, SOFTSWISS partners have been able to strategize Google activities over the long term without facing the typical disruptions caused by ad blocking, a frequent challenge in the industry.
| Metric | Result |
|---|---|
| Brand Awareness Uplift | 50% |
| Organic Brand Search Uplift | 64% |
| YouTube Subscribers Gained | 40,000+ |
| Cost per YouTube Subscriber | 0.03–0.034 euro |
Educational Initiatives and Knowledge Sharing
A cornerstone of this partnership is joint client education. The first webinar of 2025, titled ‘How to Unlock Google for iGaming & Sports Products’, addressed key topics for iGaming operators:
- Securing internal Google certification and navigating local license requirements
- Step-by-step setup of compliant advertising campaigns within regulated markets
- Creating effective YouTube ads following Google’s ABCD model to increase engagement
“As we see in the reports, the insights from the Google team are immensely valuable to our partners,” noted Aleksandra Serzhanovich, Head of Digital Marketing at SOFTSWISS. “We’re a natural fit: Google delivers highly responsive support and ongoing knowledge sharing, while SOFTSWISS advises on advertising strategy and optimisation across licensed markets. Together, we give clients the confidence to invest for the long term, backed by proven, effective approaches.”
Ongoing Thought Leadership and Resources
SOFTSWISS continues to provide value to the iGaming community through educational projects and service offerings. This month, the company published its fourth annual ‘2026 iGaming Trends Report’, offering data-based guidance to operators, suppliers, and other industry stakeholders.
About SOFTSWISS
SOFTSWISS is an international tech leader with more than 15 years in the iGaming sector. Its expansive product suite covers the Casino Platform, a Game Aggregator featuring over 35,000 titles, the Affilka Affiliate Platform, Sportsbook Software, and the Jackpot Aggregator. The organization operates with an expert workforce of over 2,000 employees based in Malta, Poland, and Georgia.
- Author
Daniel Williams
