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Mastering Digital PR in iGaming: Insights from Digital Web Solutions

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HIPTHER, the organizer of the Prague Gaming & TECH Summit 2025, is excited to welcome Digital Web Solutions (DWS) as the Selfie Mirror Sponsor and valuable contributor in this year’s event. In this exclusive interview, we speak with Vaibhav Kakkar, CEO and Founder of DWS, to explore how digital PR can help iGaming businesses stand out, the challenges of managing multi-country websites, and the strategies that drive effective link-building in this highly competitive industry.

 

Digital Web Solutions (DWS) is known for its expertise in securing high-authority backlinks and delivering data-driven digital PR. What sets DWS apart in the competitive digital marketing landscape, particularly when working with iGaming clients?

When I started building my first SEO company, SEO Next, in 2008, I saw firsthand how challenging it was to secure quality backlinks, especially in competitive industries like iGaming.

We had to build a system from the ground up, ensuring every link was high-authority, safe, relevant, and impactful. That experience shaped how we operate at Digital Web Solutions today.

For iGaming, link building isn’t just about getting placements. It’s about keeping up with regulations, avoiding risky footprints, and securing real, ranking-driven links.

That’s why we built Boogle, our proprietary tool that scans over 500 million sites each month to uncover the exact links helping competitors win.

With access to 250,000+ publishers and a 30-point quality check, we ensure our clients get links that truly move the needle—without the guesswork.

At our core, we don’t just sell backlinks. We solve SEO problems which is why we love what we do.

 

Managing multiple country websites is a challenge for many iGaming businesses. What advice would you give to operators looking to run multi-location websites effectively while maintaining consistency and compliance?

That’s a great question. When we scaled my previous company, we managed operations across the UK, Australia, and the US, and I quickly learned tha t running multi-location websites is more than just duplicating content—it requires a well-structured strategy.

For iGaming businesses, the biggest challenge is balancing localization with compliance. Regulations vary by country, and what works in one market could lead to penalties in another.

My advice? Invest in a strong technical SEO foundation. Use hreflang tags properly to signal language and regional variations to Google. Maintain separate URLs for each region (e.g., country-specific subdomains or subdirectories) and ensure your content isn’t just translated—it’s localized to reflect cultural and legal differences.

After years of working on this problem like any other agency, we decided to acquire  Hreflang Builder—a tool designed to eliminate traffic cannibalization and ensure search engines understand which page to rank in each market.

Many enterprise CMS platforms struggle with implementing hreflang tags, and for large-scale websites, manually managing them is nearly impossible.  Hreflang Builder automates the entire process, generating XML sitemaps that keep multi-location websites properly indexed and recovering lost revenue.

So, to answer your question, hreflang tags was one part of the solution but the other one is local backlink building.

From a backlink perspective, local authority matters. A .co.uk site ranking in the UK won’t benefit much from links on US-based domains. That’s why, at DWS, we focus on securing geo-relevant backlinks to help brands rank where it matters.

With multiple locations, tracking performance manually can be a nightmare. Tools like Boogle simplify this by helping businesses analyze competitors, track backlink health, and discover high-authority opportunities across different regions.

Since my team and I had been through multi-country issues countless times, I was keen on building tools and automations around it so we can solve our own problems but also serve other companies with the same solution!

 

Digital PR has become a buzzword in recent years. Could you share your approach to leveraging digital PR to help iGaming brands differentiate themselves in a crowded market?

Digital PR has become a buzzword because, frankly, traditional link-building isn’t enough anymore. Google’s algorithm updates have made it clear—authority, trust, and relevance matter more than ever.

Everyone in SEO is talking about Digital PR now, but many are just repackaging outdated strategies with a new name or fail to deliver to their clients. This game isn’t easy to play.

At Digital Web Solutions, we focus on what actually works: securing high-impact, niche-relevant placements that drive both rankings and brand authority.

I saw firsthand that random guest posts and directory links weren’t enough to stand out. You need to earn coverage from the right sources—where your audience actually pays attention.

Here’s how we do it differently:

  1. We go beyond vanity mentions. Many PR campaigns focus on getting brand names out there, but without proper SEO value. We secure editorial links on high-ranking pages, ensuring real authority transfer.
  2. We create stories that get picked up. Instead of generic press releases, we craft exclusive insights, data-driven reports, and unique industry trends that journalists actually want to write about.
  3. We leverage automation to scale where others fail. The reality is, not every agency can secure these placements—outreach alone isn’t enough. That’s why we built Boogle, our AI-powered tool that scans 500M+ sites monthly to identify and secure competitor-grade backlinks at scale.
  4. We understand compliance, especially in iGaming. Many agencies don’t realize how strict this industry is. A single misstep can lead to fines or de-indexing. Our team ensures every campaign meets regulatory standards while still making an impact.

Digital PR isn’t just about getting your name in the press—it’s about building credibility, earning trust, and improving rankings in a way that Google rewards.

 

DWS prides itself on using an AI-powered approach to link-building. Can you walk us through how this technology works and how it benefits your iGaming clients?

Absolutely. At Digital Web Solutions, we’ve spent years refining our approach to link-building, and AI has been a game-changer. Traditional link-building is slow, manual, and often hit-or-miss.

With Boogle, our AI-powered tool, we’ve automated the process of finding, analyzing, and securing high-value backlinks at scale—something no other solution offers.

Here’s how it works:

  1. Massive Data Processing – Boogle scans 500 million+ websites every month, identifying link opportunities that align with our clients’ SEO strategy. Instead of relying on outdated lists or guesswork, we get real-time data on what’s working now.
  2. Competitor Link Acquisition – iGaming is a fiercely competitive industry, and ranking well often comes down to who has the best links. Boogle analyzes competitors’ backlinks to pinpoint where they’re getting their SEO power, then finds a way to help our clients secure those same placements or even better ones.
  3. Advanced Filtering & Quality Control – Not all links are created equal. Our 30-point quality checklist ensures that every link meets strict SEO standards, covering factors like traffic manipulation, relevancy, and target country traffic. This is critical in iGaming, where compliance and authority matter just as much as rankings.
  4. Scaling What Others Can’t – Many agencies struggle to secure placements on top-ranking pages because it’s a slow, manual process. Boogle eliminates that bottleneck by using AI to automate outreach, track responses, and optimize success rates—allowing us to deliver high-quality backlinks faster and more efficiently.

If you book a call with us, we can also just guide you through the process and help your website get better links!

 

At the Prague Gaming & TECH Summit 2025, you will be making a Keynote Presentation titled “Game-Changing AI & SEO Strategies to Skyrocket Your Traffic.” Can you give us a sneak peek into the key insights and strategies you’ll be sharing with the audience?

Sure, let me share a little sneak peak!

I’ll be sharing real, battle-tested AI & SEO strategies from my decade of experience in SEO that help iGaming brands rank higher, attract more players, and drive real revenue.

You will walk away with tips to build better backlinks at scale, fix multi-market SEO and how to stay ahead on the SERP.

If you have any questions, there will be a Q&A session as well, and we will be having a booth at the conference too. I am excited to meet every attendee, speaker, and sponsors!

 

With Digital Web Solutions at the Prague Gaming & TECH Summit 2025, this year’s event promises invaluable insights into digital PR, SEO, and the evolving iGaming market. Don’t miss the opportunity to connect with industry leaders, gain exclusive market perspectives, and be part of the most dynamic gathering in the CEE region!

Join us on 25-26 March 2025 in Prague – Register now and explore the full agenda!

 

The post Mastering Digital PR in iGaming: Insights from Digital Web Solutions appeared first on European Gaming Industry News.

George Miller (Gyorgy Molnar) started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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Fast Track AI to change the face of iGaming CRM

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Fast Track will unveil its new AI-driven natural language platform on 2 September during its annual Fast Track House event in Malta. The launch will also be streamed live online from 4 PM CEST, giving the iGaming industry an exclusive first look at the future of player engagement.

For the past decade, Fast Track has pioneered real-time data integration, the Singularity Model, the only Gameplay Risk Engine, and Rewards, the first AI-ready gamification system. Each innovation has moved the company closer to its vision: to digitalise the iGaming industry and deliver the first self-learning engagement platform.

Fast Track AI is trained on over 10 years of iGaming expertise and designed to transform how CRM teams work. It can perform technical analysis on terabytes of real-time data, deliver advanced insights into CRM performance and player behaviour, and uniquely take direct action on those insights across the platform.

“This isn’t just AI added to CRM. This is CRM re-engineered for the natural language era,” said Simon Lidzén, CEO and Co-Founder of Fast Track.

“Even your wildest imagination can only take you so far; minds have been bound by constraints for so long that it is hard to picture the full power of Fast Track AI. You simply need to see it to believe it. This is why I am organising a live session to unveil it; to showcase what a native iGaming CRM, built on the most comprehensive real-time data infrastructure together with the Singularity Model, is capable of. I urge the whole industry to sign up.” Lidzén added.

The big reveal will take place during the Fast Track House event in Malta and will be streamed live online. The broadcast begins at 4:00 PM CEST on 2 September. 

Registration is now open: https://app.livestorm.co/fast-track/fast-track-ai-in-action

 

The post Fast Track AI to change the face of iGaming CRM appeared first on European Gaming Industry News.

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TSG Group’s financial results for Q2 2025: solid foundations, transformation of core titles and global debut of Trophy Hunter.

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In Q2 2025, Ten Square Games consistently executed its plan to transform its core titles and further expanded the flight simulator segment, with a particular focus on Wings of Heroes. The share of TSG Store in Group bookings reached new record levels.

The Company successfully prepared for the launch of its newest game, Trophy Hunter, on the global market and made significant progress in developing Real Combat Simulator. Although in the short term the effects of these efforts are not yet fully visible in q/q results, on a y/y basis – in H1 2025 – the Group recorded clear improvement in adjusted EBITDA and net profit, and generated a strong cash position.

“Our strategy is clear – the transformation of our core titles, accelerating the growth of Wings of Heroes, and bringing new projects to market. The past quarter showed that we are making real progress in each of these areas, even if the effects are not always immediately visible. That is why we are especially pleased with the successful launch of Trophy Hunter – our first new title since 2022. Players received it very positively, and early KPIs demonstrate clear growth potential. The progress achieved so far strengthens our conviction that the path we have chosen for the Group’s development is the right one.” – said Andrzej Ilczuk, CEO of Ten Square Games S.A.

Transformation of core titles

In H1 2025, Group bookings amounted to PLN 171.9 million, down 12.3% y/y, driven by declines in both core titles. In Fishing Clash, bookings reached PLN 101.4 million in H1, including PLN 48.7 million in Q2 2025 alone. Hunting Clash generated bookings of PLN 33.9 million in H1, of which PLN 15.2 million came in Q2 2025.

The Group continued the transformation process in both titles, aimed at halting the decline in bookings and rebuilding monetization potential. Key actions included extensive testing of player segmentation and offers, as well as improving the early-game user experience. During the period, user acquisition spending was significantly reduced. This was a deliberate decision which, while lowering bookings in the short term, is designed to increase the effectiveness of marketing investments in the longer perspective.

A return to higher marketing spend is planned once key game metrics, in particular early retention, improve. Enhancing the early-stage player experience remains a critical element of the transformation process. According to the Management Board, the tests already show initial positive signals, although full effects will take more time as the solutions are extended to larger groups of players who account for a significant share of Group bookings.

Growth of projects with increasing importance: Wings of Heroes, Real Flight Simulator and TSG Store

Titles in the flight simulator segment maintained positive y/y growth in bookings. In H1 2025, Wings of Heroes achieved bookings of PLN 13.6 million, up 111.7% y/y, while Real Flight Simulator generated PLN 10.5 million (+7.9% y/y). In Q2 2025, bookings for these projects reached PLN 6.3 million and PLN 5.2 million respectively. Both projects will soon deliver new updates to players.

TSG Store approached the strategic threshold of 25% share in Group bookings – in June 2025 the ratio stood at 23.4%. The share reached 32.9% in Fishing Clash and 21.7% in Hunting Clash. Record results of TSG Store were driven primarily by systematic in-house development, including the introduction of a unique currency in Hunting Clash, a redesigned store in Fishing Clash, and the implementation of a loyalty system for customers. An important external factor was also a U.S. federal court ruling allowing direct in-app communication with players using Apple devices in the USA about the store’s offer.

New projects: successful global debut of Trophy Hunter and development of Real Combat Simulator

On July 3, 2025, the global premiere of Trophy Hunter took place – Ten Square Games’ first new release since October 2022. Early retention and monetization metrics outperform the Group’s previous titles and highlight the game’s growth potential. The Company is supporting its development with marketing campaigns whose budgets are gradually increasing. The product roadmap for H2 2025 assumes rapid enrichment of the game with new content and features designed to strengthen its community aspects and differentiate Trophy Hunter from competitors. The team’s top priority at this stage is to support player retention and engagement. As of August, the development team has been expanded to 11 people. Trophy Hunter operates on a hybrid model, generating revenues from both in-app purchases and ads.

At the same time, Real Combat Simulator, developed by the Group’s subsidiary Rortos, is progressing. Work is currently underway on an update introducing multiplayer mode and new content – a key stage bringing the project closer to global launch.

Solid foundations and financial flexibility

“In the first half of 2025, Ten Square Games’ financial results improved year-on-year despite a decline in bookings. This improvement was largely driven by reduced marketing spend and strong cost discipline across other areas. During this period, we once again allocated a record-high dividend to our shareholders, while the strength of our business model was confirmed by a solid cash position that ensures financial flexibility for the future,” said Magdalena Jurewicz, CFO of Ten Square Games S.A.

In H1 2025, adjusted EBITDA of the Ten Square Games Group reached PLN 57.6 million, up 5.0% y/y. In Q2 2025, adjusted EBITDA stood at PLN 27.0 million – broadly in line with last year, but down 11.4% compared to Q1 2025. Net profit in H1 2025 increased 18.7% y/y to PLN 47.4 million, while in Q2 it amounted to PLN 20.0 million, lower both y/y and q/q.

Operating cash flow in January–June 2025 amounted to PLN 56.3 million, of which PLN 26.3 million was generated in Q2. In the same period, the Company paid a dividend of PLN 100 million and settled an earn-out payment of PLN 14.7 million to the former owners of Rortos. Regular generation of cash from operations provides the Group with solid financial foundations, enabling simultaneous investment in growth and sharing profits with shareholders.

 

The post TSG Group’s financial results for Q2 2025: solid foundations, transformation of core titles and global debut of Trophy Hunter. appeared first on European Gaming Industry News.

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Kantar Finds Security Driving iGaming, SOFTSWISS Leading Loyalty

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SOFTSWISS, a global tech provider with over 15 years of iGaming expertise, shares first takeaways from a Kantar-led qualitative study conducted at iGB L!VE London, showing that security, reliability and revenue-growth potential are the most influential criteria when selecting iGaming software partners. The findings also place SOFTSWISS first by Net Promoter Score (NPS) – the industry benchmark for client loyalty and advocacy.

Designed as an event-based, face-to-face qualitative survey, the Kantar study explored how operators, game providers, and iGaming tech companies make procurement and partnership decisions. Across the total sample, respondents most frequently ranked safety and security of operations as the number-one driver, followed by a reliable partner with a strong market reputation and the ability to open up new revenue opportunities. Close behind were stable, low-downtime infrastructure and a high level of client service – signalling that risk mitigation and dependable delivery are the baseline for partnership decisions, with growth enablement expected rather than optional.

The study revealed a clear divide in priorities between final decision-makers and decision influencers. Influencers place comparatively more weight on the “everyday assurances” of an iGaming platform, like: 

  1. Security 
  2. Client service 
  3. Optimised service infrastructure 

Final decision-makers look further out, prioritising: 

  1. Stable infrastructure with minimal downtime 
  2. Clear business-growth levers 
  3. A reliable partner with a strong market reputation 

For vendors, the takeaway is to address both sides: demonstrate service excellence to operational stakeholders and prove resilience, scalability and go-live readiness to executive sponsors.

Olga Resiga, Chief Business Development Officer at SOFTSWISS, said: “Security and reliability are now the non-negotiables of iGaming procurement. What Kantar’s work highlights is the two-lens buying logic: operational teams evaluate partners on day-to-day assurance – robust security, responsive support and efficient infrastructure – while final decision-makers judge long-term resilience, Tier-1 launch readiness and the capacity to unlock new revenues. Our roadmap is built for both: verifiable security and service benchmarks today, coupled with proven high-load performance and compliance for tomorrow’s growth.”

Net Promoter Score, calculated as the share of promoters minus detractors, is a widely used indicator of client loyalty. SOFTSWISS achieved the highest NPS in the evaluated set. In open responses, clients most often described SOFTSWISS as a “reputable company” and “most reliable”, repeatedly citing “reliability” as the key reason for high ratings. Beyond NPS, SOFTSWISS was most frequently associated with a broad range of strengths: safety and security, a reliable partner with strong market standing, stable and low-downtime tech infrastructure, and a high level of client service.

SOFTSWISS continues to share market-ready expertise with industry stakeholders. Recent resources include the Sportsbook Online Calculator and the iGaming in LatAm Report, both available on the SOFTSWISS website.

 

About SOFTSWISS

SOFTSWISS is an international technology company with over 15 years of experience developing innovative solutions for the iGaming industry. SOFTSWISS provides certified software for managing iGaming projects. The company’s product portfolio includes the Casino Platform, the Game Aggregator with over 30,000 casino games, the Affilka affiliate platform, the Sportsbook Software and the Jackpot Aggregator. The expert team counts over 2,000 employees.

The post Kantar Finds Security Driving iGaming, SOFTSWISS Leading Loyalty appeared first on European Gaming Industry News.

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