SOFTSWISS, a global provider of iGaming software, has strengthened its position as a strategic partner of Google. The goal is to support licensed iGaming brands in achieving sustainable growth and compliance with regulations in more than 40 jurisdictions.
Launched in August 2024, the comprehensive collaboration with the tech giant has entered a new phase, with joint initiatives that translate policy guidelines into practical solutions for the market.
The initial results of the collaboration demonstrate significant progress across all brand and acquisition metrics. Furthermore, recent programs have delivered a 50% increase in brand awareness.
The first Search Lift study indicated a relative growth of 64% in organic searches for the brand, with ongoing brand strengthening efforts corroborating its effectiveness in all licensed markets.
At the tactical level, results varied depending on the objective: some programs added more than 40,000 YouTube subscribers at a cost of €0.03 to €0.034 per subscriber, while others achieved a notable reduction in the cost per initial deposit.
How does the Softswiss partnership with Google work?
It is important to highlight that SOFTSWISS partners can now plan their Google activities in the long term, without the recurring interruptions caused by ad blocking, which are common in this category.
One of the joint initiatives of the partnership was an educational program delivered through webinars for clients. Therefore, the first session in 2025, entitled “How to unlock Google for iGaming and Sports products,” covered the following topics:
- Obtaining internal Google certification and understanding local licensing requirements;
- How to set up advertising campaigns in compliance with regulations, step by step, in all licensed markets;
- Creating effective YouTube content using Google’s ABCD framework to increase brand engagement.
According to Aleksandra Serzhanovich, head of digital marketing at SOFTSWISS, information from Google is valuable. “As we can see from the reports, the information from the Google team is extremely valuable to our partners,” she noted.
“We are a perfect match: Google offers highly agile support and continuous knowledge sharing, while SOFTSWISS provides consulting on advertising strategy and optimization in licensed markets. Together, we give clients the confidence to invest for the long term, backed by proven effective approaches,” he said.
SOFTSWISS Launches iGaming Trends Report
In addition to events, SOFTSWISS continues to act as a trusted partner and industry expert, working with market leaders to share knowledge through open educational projects and services. This month, the company published the iGaming Trends Report for 2026.
The fourth edition of this annual study provides a data-driven roadmap for operators, suppliers, and other industry participants as they prepare for the next phase of the industry’s evolution. Operators and industry professionals can download the iGaming Trends Report 2026 here.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience developing innovative solutions for the iGaming industry. SOFTSWISS provides complete software for managing iGaming projects.
The company’s product portfolio includes the Casino Platform, the Game Aggregator with over 35,000 casino games, the Affilka Affiliate Platform, Sports Betting Software, and the Jackpot Aggregator. The team of experts, with offices in Malta, Poland, and Georgia, comprises over 2,000 employees.