SOFTSWISS Consolidates Status as a Key Google Partner

SOFTSWISS has reinforced its status as a key Google partner, supporting licensed iGaming brands in achieving compliant, sustainable growth across more than 40 jurisdictions. Launched in August 2024, the 360-degree collaboration with the tech giant has entered a new phase, with joint initiatives that translate policy guidance into practical enablement for the market.

Early outcomes from the collaboration show meaningful progress across brand and acquisition metrics. Recent programmes delivered a 50% uplift in brand awareness. The first Search Lift study indicated a 64% relative uplift in organic brand searches, with ongoing Brand Lift work corroborating effectiveness across licensed markets.

At the tactical level, results varied by objective: some programmes added 40,000+ YouTube subscribers at 0.03–0.034 euro per subscriber, while others achieved a notable reduction in cost per first deposit. Importantly, SOFTSWISS partners can now plan Google activity on a long-term footing, free from the recurring disruptions caused by ad blocking, which are common in the category.

One of the joint initiatives within the partnership was an educational programme delivered via client webinars. The first session in 2025, ‘How to Unlock Google for iGaming & Sports Products’, covered:

• Obtaining internal Google certification and navigating local licensing requirements;
• Setting up compliant ad campaigns step by step across licensed markets;
• Designing effective YouTube creatives using Google’s ABCD framework to increase brand engagement.

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.

Aleksandra Serzhanovich

Head of Digital Marketing at SOFTSWISS

Beyond events, SOFTSWISS continues to act as a trusted partner and industry expert, working with market leaders to share knowledge through open educational projects as well as through services. This month, the company published the ‘2026 iGaming Trends Report’. The fourth edition of this annual study provides a data-driven roadmap for operators, suppliers, and industry stakeholders as they prepare for the next phase of industry evolution. Operators and industry professionals can download the 2026 iGaming Trends Report here.