SOFTSWISS has further solidified its position as a major Google partner, expanding a collaboration designed to help licensed iGaming operators achieve sustainable, compliant growth in more than 40 regulated jurisdictions.
What began as a comprehensive joint effort in August 2024 has now progressed into a broader strategic phase, with both companies introducing new initiatives that turn Google’s complex policy framework into practical guidance for businesses navigating fast-evolving industry requirements.
Expanded Joint Efforts Deliver Strong Performance Gains
The strengthened partnership is already producing measurable improvements across brand visibility and acquisition metrics for participating clients. According to early results, recent programmes produced a 50% surge in brand awareness. The initial Search Lift study reported a 64% relative increase in organic brand searches, and ongoing Brand Lift analyses continue to validate these gains across licensed markets. These outcomes point to a consistent pattern of improved brand traction in territories where operators can legally advertise.
Programme performance varied depending on each campaign’s objectives. In some cases, operators saw more than 40,000 new YouTube subscribers at an exceptionally low cost of 0.03–0.034 euros per follower. Other initiatives emphasised conversion efficiency, resulting in a notable decrease in cost per first deposit. One of the most impactful changes for SOFTSWISS clients has been the ability to execute long-term Google advertising strategies without facing the frequent ad-blocking disruptions that are common in the iGaming sector.
Educational Initiatives Equip Operators for Compliance and Growth
A core element of the expanded partnership is an ongoing training series aimed at equipping operators with the knowledge needed to run compliant digital campaigns. The first webinar of 2025, titled ‘How to Unlock Google for iGaming & Sports Products’, explored several critical topics, including:
- Securing internal Google certification and navigating market-specific licensing rules;
- Step-by-step development of compliant advertising campaigns across authorised regions;
- Applying Google’s ABCD creative framework to produce YouTube content that drives stronger engagement.
Reflecting on the collaboration, Aleksandra Serzhanovich, Head of Digital Marketing at SOFTSWISS, stated: “As we see in the reports, the insights from the Google team are immensely valuable to our partners. 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.”
Thought Leadership Continues to Guide Industry Stakeholders
Beyond webinars and training sessions, SOFTSWISS remains a prominent voice in industry education. The company regularly collaborates with major market players to share expertise through open knowledge initiatives and its portfolio of services.
This commitment is further reflected in the release of the 2026 iGaming Trends Report. Now in its fourth edition, the report offers a comprehensive, data-driven overview of the developments shaping the global iGaming landscape and serves as a strategic resource for operators, suppliers, and stakeholders preparing for the industry’s next phase of evolution.
Source:
“SOFTSWISS Consolidates Status as a Key Google Partner”, Press Release, November 13, 2025
