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Slow and steady wins the race

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James Ashton, Head of Content at online casino comparison site FindMyUKCasino.com, says that affiliates should focus on brand building rather than link building.

The online casino affiliate space is one of the most competitive for performance marketers to enter and fight for the spoils. There are thousands of sites all targeting the same players with the same offers from the same casinos.

The majority take the same approach to drive players to their sites, identifying key search terms and then creating ranking content around those words and phrases. This is then supported with link building activity where a volume of value approach is considered the best.

But with so many sites targeting the same keywords with the same content and same approach to link building, it is tough to stand out and deliver potential players the information, tools, and services they need to make an informed decision about where to play.

It could be argued that online casino affiliates are so focused on ranking and link building that the product they offer those that do land on their sites is not up to the standard that it should be. With FindMyUKCasino.com, we have prioritized product and brand over ranking and link building.

So how, and why, have we done this?

Design for the user first and foremost:

The majority of online casino comparison sites use the same design and layout, with the online casino brands they work with listed on the homepage followed by reams of content based around the keywords they want that page to rank for.

With FindMyUKCasino.com, we have designed our homepage so that it looks more like a news or magazine website, allowing us to showcase the great content that we have invested a lot of time and effort into creating.

We have sections for news, features, and must-read guides and interviews that split the homepage into various sections. This makes it really easy for readers to navigate and explore; they can access all this information for free without having to scroll through reams of online casino listings.

Sure, we have split this up with casino cards that we use to push our casino partners, but we have achieved this in a way that looks authentic and does not impose on the user experience. We want them to access our content first and then if they wish, sign up to our casino partners second.

 

Content that delivers genuine value:

When it comes to the content we create, we focus on genuine, authentic features, explainers, guides and interviews that online casino players want to read. We work with our operator partners to create this content, as well as game developers, regulators, and other stakeholders.

Of course, we are mindful of the need to create some content around key ranking phrases as search remains a big driver of traffic for online casino affiliates. But even when we do, we ensure the content provides the value our readers are looking for.

There really is no point in ranking for a keyword or phrase and have a reader click through to your site only to find the page they have landed on does not provide the information or answers they are looking for. They will simply click off and never come back.

This means writing content that is clear and easy to read and not packed full of terms and phrases designed to assist with ranking. For example, we would never write “the best online casinos the UK will offer…” – a visitor reading this will assume we have made a typo or our writers are not that great.

For online casino comparison sites looking to deliver the best possible experience to visitors, creating top-quality content must be an absolute priority.

 

Active on social media:

Social media can be a bit of a minefield for online casino affiliates, but we believe it is a powerful way to engage and communicate with our readers. No matter the size of your following – we have a little over 60 followers but growing steadily – its shows you are real and helps to build trust.

The great thing about social media is that affiliates can experiment and have fun; we are working on all sorts of ideas for videos, competitions, interviews, that we believe will really drive engagement and loyalty with our readers and followers.

 

Build a brand for long term success:

The approach we are taking with Find My UK Casino is that of building a brand as we believe this will ensure we not only acquire readers and potential players but that we are able to retain them over time. Sure, this is a long process to undertake but slow and steady often wins the race.

The ultimate goal is that people Google “Find My Uk Casino” as they know we are the best destination for everything they need to know about playing at online casinos in the UK. We know that is a long way off, but by taking the above approach is a goal we are certain we will achieve.

This approach will not be for all online casino affiliates, but we are happy to be swimming against the tide as we believe this is what will ultimately allow us to stand out from the crowd.

 


Source: Latest News on European Gaming Media Network
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: Slow and steady wins the race

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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SoftGamings Wins “Best Platform Provider” Award at SiGMA Central Europe 2025 in Rome

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SoftGamings has been awarded the Best Platform Provider at the SiGMA Central Europe 2025 ceremony held in Rome. The award recognizes the company’s outstanding achievements in platform development, technical excellence, and continuous contribution to the growth of the global iGaming industry.

The recognition highlights SoftGamings’ commitment to delivering robust, scalable, and feature-rich platform solutions that empower operators to build successful online casino and sportsbook businesses. Through its unified API, the company offers seamless access to more than 300 licensed game providers, 150+ payment systems, and complete licensing and compliance support across multiple jurisdictions.

The SiGMA Awards are among the most respected distinctions in the gaming industry, celebrating innovation and quality among the leading companies worldwide.
Winning in the Platform Provider category underlines SoftGamings’ role as a trusted technology partner for operators looking to launch and scale their projects efficiently.

SoftGamings continues to set industry standards with its forward-looking approach, reliable infrastructure, and dedication to supporting clients through every stage of their iGaming journey.

The post SoftGamings Wins “Best Platform Provider” Award at SiGMA Central Europe 2025 in Rome appeared first on European Gaming Industry News.

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Presenting Industry Trends and Celebrating 100 Brands: SOFTSWISS Shines at SiGMA Central Europe

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SOFTSWISS, a global tech leader in iGaming solutions, has wrapped up a remarkable showcase at SiGMA Central Europe 2025. From the launch of the 2026 iGaming Trends Report to the live-built Alfa Romeo 4C handover, the company once again demonstrated why it stands as the industry’s leading technology provider and creative pioneer.

One of the main highlights of the event was the official release of the 2026 iGaming Trends Report. The fourth edition offers a data-driven overview of the macro- and microtrends shaping the future of iGaming – from the industrialisation of AI to regulatory shifts, cybersecurity evolution, and the rise of brand trust.

To mark the launch, SOFTSWISS hosted the 2026 iGaming Trends Marathon, a four-hour live event featuring global thought leaders. In the opening panel discussion, Ivan Montik, Founder of SOFTSWISS, Heathcliff Farrugia, COO of SiGMA, and Pierre Lindh, CEO of NEXT.io, arranged the ‘Ultimate Forecast Duel,’ exploring which trends will define the industry’s next chapter.

Another key moment was the Alfa Romeo 4C gifting, organised to celebrate the launch of the 100th brand powered by SOFTSWISS software in 2025. The sports car, assembled live during the expo at the SOFTSWISS stand, became a symbol of the company’s engineering precision and team spirit. 

During a special ceremony, Ivan Montik handed over the keys to one of SOFTSWISS’ valued partners, Lottu, represented by Hugo Baungartner, Chief Business Officer, marking another milestone in a long-standing partnership based on trust and shared success.

 

About SOFTSWISS

SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Casino Platform, the Game Aggregator with over 36,700 casino games, Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.

The post Presenting Industry Trends and Celebrating 100 Brands: SOFTSWISS Shines at SiGMA Central Europe appeared first on European Gaming Industry News.

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AC Sparta Praha Becomes the Second Club Globally to Receive the Access Champions Certificate

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The certification recognises AC Sparta Praha and Betano’s joint efforts in turning the epet ARENA into a more accessible stadium and creating inclusive matchday experiences for all fans.

AC Sparta Praha has received the Access Champions certificate from AccessibAll, the international organisation that evaluates accessibility standards in football stadiums. Betano, AC Sparta Praha’s main sponsor, played a key role in this distinction by funding the initial accessibility report that guided the club’s improvements and helped shape its long-term inclusion strategy. This recognition makes AC Sparta Praha one of only two clubs in the world that have earned this award, following Atlético Madrid.

Before the match against Teplice, AC Sparta Praha and Betano representatives received the Access Champions certificate from the international organisation AccessibAll. The certificate recognises excellence in accessibility for fans with disabilities.

As part of the event, AC Sparta Praha and Betano presented a cheque for 500.000 CK to the non-profit organisation Znakovárna z. s., which provides Czech Sign Language interpreting for the club. Starting with the match against Teplice, AC Sparta Praha, Betano and Znakovárna will begin a long-term cooperation on creating and regularly publishing pre-match programme videos interpreted into Czech Sign Language for every home game of the first team.

“The AccessibAll award confirms that we are on the right path. We focus on concrete steps that bring immediate benefits to our fans. We thank Betano for their support and cooperation — without it, many of these measures would not have been implemented to the extent and quality they are today. Our vision is for every fan, regardless of their needs, to feel comfortable and safe at our stadium,” said AC Sparta Praha’s CSR Manager, Irena Smetanová.

“We are glad that, together with AC Sparta Praha, we are making the football experience accessible to all fans with disabilities. We rely on practical solutions that truly make a difference in the stadium — from navigation beacons to expanded barrier-free areas and enhanced matchday services. Our ambition is for every fan to fully enjoy the game,” added Adam Srb, Marketing Manager for Betano in the Czech Republic.

In recent seasons, AC Sparta Praha, together with Betano, has implemented a number of improvements to enhance accessibility at the epet ARENA for fans with disabilities. The stadium has been equipped with audio navigation beacons for visually impaired fans. Wheelchair platforms have been expanded, with increased capacity for visiting wheelchair-using fans. The club has also adapted its digital environment to be clear and user-friendly for fans with specific needs. Since autumn, regular stadium tours have been held — for blind and visually impaired fans in odd months, and for deaf fans in even months. For blind supporters, the club provides audio descriptive commentary through individual receivers in cooperation with Livesport. The pre-match programme on the big screens now includes subtitles, and a summary of the programme is interpreted into sign language.

The Access Champions programme comprehensively assesses clubs. It covers stadium infrastructure, fan and community engagement, digital accessibility, matchday services for home and away fans with disabilities, as well as leadership and awareness in the field of inclusion.

“Access Champions certification was created with the real needs of fans in mind. We evaluate how a club thinks about accessibility, how it implements it in practice, and how it maintains high standards throughout the season. AC Sparta Praha has demonstrated a systematic and consistent approach across all areas — from infrastructure to matchday services and community engagement. This award confirms that accessibility is part of the club’s culture,” said AccessibAll CEO Olivier Jarosz.

AC Sparta Praha and Betano will continue to develop their cooperation with community organisations and international partners, expand the use of sign-language interpreting and closed captioning, continuously improve the digital environment, and strengthen matchday services. The goal is to make accessibility a permanent standard of the club environment.

The post AC Sparta Praha Becomes the Second Club Globally to Receive the Access Champions Certificate appeared first on European Gaming Industry News.

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