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Slovakia: How iGaming sites can build traffic (second part)
Let’s look at how the typical marketing strategies employed by iGaming firms can be applied to Slovakia.
Marketing strategies for operators and affiliates who want to apply for licence
If the laws do get changed, and you apply and receive a licence, then you will have access to the standard advantages.
These are:
The possibility to use Google Adwords PPC campaigns. I have found one of the top affiliates which is using Adwords on google.sk, and they seem to have complete control of this market right now. There are a lot of big keywords which they don’t even try to cover, so PPC could be worth exploring.
Greater advertising choices. Most of the big local sites use display advertising, and you must negotiate with the site directly (not with a network). If you can show you have a licence, then you will have a better chance of being accepted, as the site won’t have to worry about any advertising fines.
Similarly, a lot of the big native and display advertising networks do accept gambling adverts but often want to see a local licence before accepting them.
Marketing strategies for operators who don’t want/can’t wait to get a Slovak licence
With so many international operators seeming not to care about the potential fines, and Slovak ISPs and banks seemingly not blocking sites or payments, there will be a temptation for operators (and affiliates) to not bother waiting for a licence. This is especially likely with a proposed tax on revenue of 23% and considering the unstable political climate.
For those in this position, here are some strategies to gain a share of the Slovak market.
SEO
No good strategy in a market like Slovakia would be complete without some good old-fashioned SEO.
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Aside from building quality on-site content in the Slovak language, operators and new affiliates would obviously need to build links from quality local sites to their pages, to challenge the top spots.
Acquiring links from existing Slovak sites might be difficult, because of the potential €250,000 fine that the site owner might face. Foreign operators in Malta might not feel threatened by such fines, but a small amateur site owner in Bratislava is likely to take these threats very seriously. The situation for link-building in Slovakia is likely to be very similar to the one in Finland right now.
Slovakia therefore looks like the kind of market where you may need to run a quality Private Blog Network (PBN) to build rankings.
A potential PBN strategy for Slovakia
I would recommend a multi-tier structure, with the bottom tier being made up of expired .sk domains with positive metrics.
The content on these sites should be recreated as much as possible using the waybackmachine downloader tool. A new landing page would then be created with casino content in Slovak, and a link from that page to the upper tier sites.
These upper tier sites would be made up of expired .com or .eu domains, with positive metrics. The content would be changed to iGaming content in the Slovak language, with links to the money sites.
This mix would protect against the .sk sites being confiscated by Slovak authorities at any future stage, while still allowing for some local TLDs.
.sk domains no longer require to be registered to a Slovak business address, but anonymous ownership is not allowed, although some registrars will allow you to use their details. You can buy expired .sk domains at Webhouse.
Top keywords for your SEO strategy
Keyword research of the Slovak market shows that poker is still a popular subject in the country, as is roulette.
The data below is pulled from SEMRush and Google Trends, and shows the following suggested keywords to focus on (where available, monthly search volume is given).
Kasino: 1000
Poker Online: 880
Ruleta: 1000
Ruleta online: 210
Poker: 14800
Online Ruleta: 20
Kasino online: n/a
Hracie automaty: 15 – 100
Hracie automaty online: 0- 100
Online kasino: n/a
Hraj v online kasine: n/a
Online kasina: n/a
Hraj online: n/a
Stavky online: n/a
Online stavky: n/a
Stavkuj online: n/a
Online stavkovanie: 0 – 90
Vyhraj v online kasine: n/a
Ako vyhrat v online kasine: n/a
Right now, the top keywords seem to be mostly informational in nature, reflecting the newness of the Slovak market. The user intent seems to be about learning more about how to bet online, and not about which is the best casino.
Building landing pages with content focusing on satisfying these user intents seems to be the way to go for now. It might not convert immediately, but building trust is an important step at the top of any sales funnel.
There’s no surprise about who dominates the social network scene in Slovakia, with Facebook and Instagram both the most prominent.
Facebook’s targeting tools are second-to-none, but they require a big advertising spend before they will allow you to run gambling ads. In a small country like Slovakia, it probably isn’t going to be worth it.
However, gambling fan pages that aren’t too pushy should work well.
I see three basic ways of getting traffic from social media in Slovakia:
– Find a local influencer on FB or Instagram and get him or her to endorse your brand
– Start a FB group where people can swap tips, bonus offers etc.
– Start an Instagram account and send out a mix of funny gambling-related pictures/quotes, and offers such as welcome bonuses
Partner with existing Affiliates
Operators looking to gain a quick foothold in the Slovak market will naturally turn to the affiliates who are dominating the google.sk SERPs.
The current reluctance for these affiliates to partner with licenced local operators means there could be room for some negotiations.
Use Adwords even if you don’t have a licence
I have heard that some clever PPC ninjas use cloaking to display adverts in countries where they don’t have a licence. It sounds really risky to me, but if you have plenty of accounts that you don’t mind sacrificing, and don’t put landing pages directly on the money sites, then it might work.
Display
This form of banner advertising dominates the top local sites. Most of the big media sites will probably turn down gambling content because of the fear of fines.
That said, I know that one of the big names on the blacklist uses display advertising on one of the top 50 sites in Slovakia. I won’t name names, to protect both parties, but this shows it is possible.
Adult
Several of the top 50 sites are adult-themed and are part of the Trafficjunky network. The targeting options on Trafficjunky are excellent, allowing you to target even to the city level.
This could be useful in a diverse country like Slovakia. For example, Google Trends data shows that the hracie automaty (online slots) keyword is much more popular in the east of the country than the west. Similarly, you can target by gender, so you could perhaps offer games popular with women on the ‘female-friendly’ adult niche.
If you want to try the adult channel, you should know that visitors who are there for the free content tend to have low conversion rates. That could be a problem on a CPM model (as Trafficjunky is) as you might have to burn through a lot of cash to see results.
However, premium adult subscribers tend to convert a lot better, and Trafficjunky have several sites which offer these customers, making this network the perfect place to experiment.
Native
Unless you have been living under a rock for the last few years, you probably have been exposed to native advertising.
In contrast to display ad banners which leave no doubt they have a commercial intent; native ads aim to blend in with other articles on a site. Here’s an example of native advertising from the Times of Malta recently, alongside some classic display banners.
This form of advertising has become very popular in the English-speaking markets in recent years, especially on informational websites like online news, forums and other places where users come to consume information. However, it’s pretty new in Slovakia and not many publishers have signed up with the big networks (yet).
Native works well for binary options and other such financial niches. People are always on the lookout to make some money, and if you can create native adverts which claim to spill the secrets that the casinos don’t want you to know about, then this could be the perfect way to tap into the Slovak customer’s hunger for information.
The MGID ad network allows gambling content, and doesn’t specifically prohibit it in Slovakia, but you should check with them before trying this out.
Anybody thinking of entering the Slovak iGaming market will need to be flexible to deal with unstable and unreliable laws and regulations.
Written by: Ivana Flynn for Calvinayre.com. Ivana is a Malta-based SEO Consultant dedicated to helping iGaming operators and affiliates improve their organic search rankings. Her biggest professional passion is using SEO to break into new and tricky markets. In her spare time, she bakes, works out and plays with her cats.
Source: Latest News on European Gaming Media Network
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G2 and Logitech G Team Up for Logitech G PLAY 2025: A Celebration of Breakthrough Moments and Women in Esports
G2 Esports and Logitech G join forces for Logitech G PLAY 2025, Logitech G’s annual flagship event, set to take place on September 17 at 18:45 CEST. This year’s event celebrates Breakthrough Moments in play, and highlights the importance of diversity, inclusion, and empowerment in esports and gaming.
The event kicks off with a Logitech G Keynote, broadcast on YouTube via @LogitechG, and sets the tone for the evening highlighting new products, new designs and innovations for gamers, and the future of esports.
Following the Keynote, G2 will host a panel featuring leading women in the industry, and will dive into the defining breakthrough moments that have shaped these women’s careers, as well as the broader challenges and opportunities for women in esports.
- Laure Valée – On-Air Talent
- Athena “Kitty” Jiang – Influencer and content creator
- Michaela “mimi” Lintrup – Professional VALORANT player and G2 Gozen captain
- Petra “Petra” Stoker – Professional VALORANT player for G2 Gozen
- Hosted by ChelseaBytes – G2 content creator and advocate for diversity in gaming
The panel will be broadcast from the G2 HQ in Berlin on mimi’s Twitch channel – mimimimichaela, and feature a Q&A from the live audience. If you’re local to Berlin and would like to attend, let us know and we can add you to the guestlist.
Event Details:
- Date: Wednesday 17 September
- Time: 18:45 CEST
- Location: Berlin @ G2 HQ, online mimimimichaela, and keynote via @LogitechG
- Agenda: Logitech G Keynote, G2 Panel
The post G2 and Logitech G Team Up for Logitech G PLAY 2025: A Celebration of Breakthrough Moments and Women in Esports appeared first on European Gaming Industry News.
Welcome to our weekly roundup of American gambling news again! Here, we are going through the weekly highlights of the American gambling industry which include the latest news and new partnerships. Read on and get updated.
Latest News
IGT announced that its much-anticipated Wheel of Fortune Big Money Spin electronic table game (ETG) recently made its world debut at Downtown Grand Casino in Las Vegas, Nev. The vibrant standalone ETG game includes many of the attributes that have propelled the success of the Wheel of Fortune slots franchise for nearly three decades including word puzzles, wheel spins and exciting jackpot rewards. The game is accompanied by an attention-grabbing, 9-plus-feet upright video wheel that stands independent of the ETG terminals and entertains casino guests with the famous “WHEEL-OF-FORTUNE!” chant.
MGM Resorts International has announced that Corey Sanders, Chief Operating Officer, will retire from the company after more than 30 years of dedicated service and leadership. Sanders has agreed to remain COO through Dec. 31, 2025, and to serve as an advisor to the President and CEO through Dec. 31, 2026. The Company intends to name a new COO to serve as Sanders’ successor later this month. Sanders is currently MGM Resorts’ Chief Operating Officer, overseeing the company’s Las Vegas and regional properties as well as multiple corporate departments, including Hospitality, Gaming, Human Resources and Strategic Initiatives. Prior to that, he served as the company’s Chief Financial Officer and Treasurer.
Members of Kletsel Dehe Wintun Nation, the Sherwood Valley Rancheria of Pomo Indians, the Mechoopda Indian Tribe of Chico Rancheria and Big Lagoon Rancheria gathered outside the State Capitol in Sacramento to protest Assembly Bill 831 (AB 831). If passed, the bill would limit economic opportunities available to less wealthy tribes in the state by banning legitimate online social games using sweepstakes promotions. It would also eliminate more than $1 billion of existing economic activity generated by the industry in California, and close off a potential new revenue source for the state via sensible, modern regulation and taxation.
Partnerships
Genius Sports Limited has expanded its long-term partnership with Hard Rock Bet Sportsbook (Hard Rock Bet) to power the top-rated platform with its market-leading official data, trading and marketing solutions, as well as its ground-breaking BetVision product. Genius Sports has worked in partnership with the leading operator since 2021, providing the highest quality official data and pinpoint trading solutions across top tier leagues globally, including the Premier League, Serie A, European Leagues, Liga MX, NFL and more. Hard Rock Bet will be able to provide its customers with Genius Sports’ first-of-its-kind BetVision low latency streaming solution.
Quick Custom Intelligence (QCI), a leading provider of data-driven casino intelligence and player engagement platforms, has announced that Dania Beach Casino is continuing to benefit from its deployment of the QCI Nimble platform. While the property currently focuses on the QCI Host and QCI Marketing modules, it has expressed enthusiasm about the capabilities of the new AGI56 release and its impact on future customer engagement strategies. AGI56 represents the most ambitious release in QCI’s history, with the platform undergoing a full refresh of its technology stack, improved integration of advanced analytics, and the introduction of generative AI-driven tooling through Chatalytics.com. QCI’s platform is currently deployed in more than 350 casinos worldwide.
The post Gaming Americas Weekly Roundup – September 8-15 appeared first on European Gaming Industry News.
The iGaming industry is one of the fastest-changing landscapes in the world. New technologies, shifting regulations, and evolving player expectations create both challenges and enormous opportunities. In this environment, only those who dare to innovate, adapt, and partner wisely are able to thrive.
One company that embodies this journey is Stellar Bets — an ambitious software provider that began in Africa and is now preparing to reshape the future of retail betting in Europe. Our story is not just about creating games. It’s about building a complete ecosystem for operators, affiliates, and entrepreneurs — and opening doors for long-term partnerships across continents.
🌍 Humble Beginnings, Bold Vision
When we entered the African market, the industry was already crowded with solutions. Many thought there was little room left for innovation. But we believed otherwise.
From the start, we knew the secret to success wasn’t just about building games — it was about designing ecosystems. Operators needed more than entertainment; they needed reliable tools, sustainable margins, and technology that would support them in real conditions — including low internet speeds, limited hardware, and highly competitive retail environments.
Our first big step was the launch of Stellar Rocket, a crash game that quickly captured the imagination of African players. With stunning visuals, a dynamic multiplier, and an innovative balance between player wins and operator profitability, it became much more than just a game — it became a movement.
Within months, betting shops from Nigeria to Kenya were reporting higher engagement, stronger retention, and more stable revenue. The success of Stellar Rocket proved that innovation could transform even the most traditional retail setups.
📈 Growth Backed by Numbers
Success stories are powerful, but in iGaming the numbers matter most.
- In 2024–2025, Stellar Bets expanded into more than 15 African countries.
- Successfully achieved the ideal balance between player satisfaction and operator profitability with our Next-Gen RTP System.
- Operators reported 30–45% revenue growth after integrating our solutions.
This growth wasn’t accidental. It came from a deep commitment to R&D, continuous improvement, and a philosophy that sees technology as a service to both operators and players.
And here’s the key: we didn’t just help operators earn more — we also made sure players enjoyed fairer, more exciting experiences. In a market where achieving both can be challenging, this balance clearly sets Stellar Bets apart.
🎮 Beyond Games: Building an Ecosystem
The heart of Stellar Bets has always been innovation, but we quickly realized that individual games are not enough. Operators need comprehensive solutions to scale their business.
That’s why we built an ecosystem:
- Stellar Box — a plug-and-play solution that allows operators to deploy instantly.
- Stellar Kiosk — an all-in-one machine with built-in computer and receipt printer.
- Cloud-based admin tools — for user management, analytics, and cashier control.
- Proprietary hardware — designed for stable operation even in areas with low bandwidth.
- AI-powered RTP engine — balancing fairness for players and profits for operators.
And perhaps the most groundbreaking innovation of all — HomePlay.
📱 HomePlay: Bridging Offline and Online
Retail betting shops are still the heartbeat of many markets. But until recently, their biggest limitation was the number of physical terminals. Only so many customers could play at the same time.
With HomePlay, we changed that forever.
This breakthrough technology transforms every smartphone inside a betting shop into a personal gaming station. Customers join live Stellar Rocket sessions using their own devices, while the cashier desk continues to handle all deposits and withdrawals.
✅ No waiting lines.
✅ No need for extra hardware.
✅ Every customer becomes an active participant.
✅ Revenue per square meter grows exponentially.
In essence, HomePlay gave new life to retail betting, transforming it from a simple place to play into a vibrant community where thousands of players share emotions and experiences — while providing operators with a scalable, compliant, and seamlessly integrated tool.
For many partners, this feature alone was a game-changer — and it’s one of the clearest examples of how Stellar Bets delivers innovation designed for real-world business impact.
💡 The Secret Behind Our Success
One question we often get is: how can a startup compete with legacy companies in the iGaming space?
The answer is simple — being a startup is our biggest advantage.
🔹 Agility over bureaucracy — We test, pivot, and bring innovations to market quickly, while larger companies get stuck in long decision-making cycles.
🔹 Innovation in our DNA — We don’t just rely on proven models. We experiment, take risks, and introduce features that others are too slow to try.
🔹 Closer to the player — Our teams listen, analyze, and adapt in real time, creating products that reflect what players actually want.
🔹 Growth mindset — Every market matters. Every operator matters. Every affiliate matters. For us, every partnership is a chance to grow together.
🔹 Constant rapid development — We continuously expand our product portfolio, scale operations, and evolve to meet the needs of new markets.
But above all, we recognize the importance of technological excellence — investing in R&D, proprietary hardware, and resilient software that deliver security, stability, and reliability for both operators and players. It’s this mindset that has powered Stellar Bets from a small startup into one of the most recognized software providers in Africa.
🤝 Reshaping the Future of iGaming Together
After building a strong foundation across Africa, we are now preparing for the next chapter — entering the European market. We see great potential in several EU countries where many operators still depend on outdated systems and solutions.
Our goal is not just to expand, but to bring real value: technology that has proven itself in highly competitive retail environments, tools that balance innovation with compliance, and products that boost both player satisfaction and operator revenue.
For us, Europe is an opportunity to share what we’ve learned, adapt to new contexts, and grow together with forward-looking partners who are ready for benefit from:
✅ A personal account manager.
✅ 24/7 technical support.
✅ Access to a constantly evolving ecosystem.
We know our success depends on the success of our partners. That’s why we treat every collaboration as a joint venture — where both sides grow together.
And here’s our invitation: if you are looking for an iGaming software partner who delivers not just games, but full-scale solutions designed for growth — Stellar Bets is ready to work with you. Let’s reshape the future of iGaming — together.
📩 Contact us: [email protected]
🌐 Visit: stellar-bets.com
💼 LinkedIn: Stellar Bets
The post 🚀 Stellar Soft: From Africa’s Betting Shops to the Future of Global iGaming appeared first on European Gaming Industry News.
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