SOFTSWISS deepens strategic collaboration with Google to boost compliant iGaming growth

Online gaming solutions provider SOFTSWISS has strengthened its position as a key Google partner as the companies expand their 360-degree collaboration to help licensed iGaming brands achieve compliant and sustainable growth across more than 40 jurisdictions.

The partnership, launched in August 2024, has moved into a new phase with a series of joint initiatives aimed at turning Google’s policy guidance into practical tools for operators navigating the tightly regulated iGaming advertising landscape.

Early results point to meaningful gains across brand visibility and acquisition metrics. Recent programmes produced a 50% increase in brand awareness, while Google’s first Search Lift study showed a 64% rise in organic brand searches. Ongoing Brand Lift work has reinforced these improvements across licensed markets.

Performance varied by objective: some campaigns added more than 40,000 YouTube subscribers at €0.03–0.034 ($0.035-0.039) per subscriber, while others reduced the cost per first deposit. Crucially, partners can now plan long-term advertising on Google without the recurring ad-blocking disruptions that frequently affect the sector.

A major component of the collaboration is an educational programme delivered through client webinars. The first 2025 session, “How to Unlock Google for iGaming & Sports Products,” focused on obtaining internal Google certification, navigating local licensing rules, building compliant ad campaigns, and creating effective YouTube content using Google’s ABCD framework.

“As we see in the reports, the insights from the Google team are immensely valuable to our partners,” said 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.”

She added that the collaboration gives clients “the confidence to invest for the long term, backed by proven, effective approaches.”

Meanwhile, SOFTSWISS continues to position itself as a market educator and consultant. The company this month released its 2026 iGaming Trends Report, the fourth edition of its annual analysis offering a data-driven outlook for operators, suppliers, and stakeholders preparing for the next phase of industry development. You can download the report here.