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Slovakia: How iGaming sites can build traffic (second part)

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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

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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S8UL Makes History at the Esports Awards 2025, Becomes First Indian Organisation to Win Two Major Honours

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S8UL wins Esports Content Group of the Year for the fourth time, Animesh “8Bit Thug” Agarwal crowned Esports Personality of the Year at the Oscars of gaming

S8UL Esports, India’s trailblazing force in gaming and creator-led entertainment, delivered a landmark moment at the Esports Awards 2025 in Las Vegas. The organisation celebrated a remarkable double win, lifting the Esports Content Group of the Year award for the fourth time, while Co-Founder Animesh “8Bit Thug” Agarwal was honoured as Esports Personality of the Year. The night became even more memorable as S8UL emerged as the first and only Indian organisation to win two separate titles at the Esports Awards, a milestone shaped by the team’s heart, dedication, and years of passion.

Often called the Oscars of the gaming world, the Esports Awards shine a spotlight on the finest global talent every year. For India, S8UL’s double win comes during a remarkable season in which the organisation also competed at the Esports World Cup, standing alongside some of the world’s most premier teams and creators while representing the country on one of esports’ biggest international stages. Winning Content Group of the Year again, in a category stacked with giants like T1, Sentinels, Team Liquid, and Fnatic, reinforces S8UL’s global standing and the strength of its storytelling, creativity, and community-first approach.

This year also marked a proud moment for Indian creators who featured among some of the world’s most competitive categories. Payal Dhare, widely known as Payal Gaming, was nominated for Streamer of the Year. She stood alongside some of the biggest names in global streaming including Kai Cenat, Marc “Caedrel” Lamont, Morgan “AngryGinge” Burtwistle, Felix “xQc” Lengyel, Nicholas “Jynxzi” Stewart, and Nick “Lacy” Fosco. The award was ultimately won by Darren “IShowSpeed” Watkins Jr, yet Payal’s presence in a lineup of this scale reflects the growing global footprint of Indian creators and the doors they continue to open. Snax also continued to represent India’s creator and competitive community across the year, contributing to S8UL’s global presence including its run at the Esports World Cup, where the organisation competed in some of the most challenging lineups internationally.

Raj Varma carried the Indian flag into the Esports Content Creator of the Year category, nominated alongside Marc “Caedrel” Lamont, Cody “Clix” Conrod, Alexandre “gAuLeS” Borba, Tarik “Tarik” Celik, Jack “NiceWigg” Martin, and Mark “Ohnepixel” Zimmermann. The award went to Nicholas “Jynxzi” Stewart, yet Raj’s nomination underscored the rise of Indian storytellers who are now being recognised at the highest level of global esports entertainment.

Reflecting on the landmark night, S8UL’s founders shared their thoughts.

Animesh “8Bit Thug” Agarwal, Co-Founder, S8UL, said, “This year’s esports awards nominations were already huge for us. Back to back nominations told us we were doing something right. But winning Content Group of the year, for the fourth time running, its just wild. Lets take a moment to celebrate the huge moment that it is!  And ‘Esports Personality of the year’, that really is a shared victory! The nights our fans have spent watching us, cheering us and all the votes they cast, together we’ve made this happen. Honestly, if you are a wellwisher of Indian Gaming, its the time to rejoice. Seeing Indian Gaming here, its big. I always knew this can happen, but its surreal when it did. Going back home with so much more determination! “

Naman ‘Mortal’ Mathur, Co-Founder, S8UL, said, “This is a proud moment not just for S8UL, but for India. Year after year, our goal has been to show the world that Indian gaming creators can stand shoulder to shoulder with the best. These wins inspire us to push even harder and continue representing India globally.”

Lokesh “Goldy” Jain, Co-Founder, S8UL, said, “S8UL has always been about building a legacy rooted in creativity, collaboration, and community. Winning two awards tonight is a testament to the relentless efforts of our team and the unwavering love of our fans. We will continue raising the bar for Indian esports and creators worldwide.”

As S8UL celebrates a historic night, the moment stands as another reminder of how far Indian esports has come and where it is headed. With creators, teams, and leadership continuously raising industry benchmarks, S8UL’s journey continues to inspire millions across the country, proving yet again that world-class esports culture can grow from the heart of India’s gaming community.

The post S8UL Makes History at the Esports Awards 2025, Becomes First Indian Organisation to Win Two Major Honours appeared first on European Gaming Industry News.

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Red Bull Solo Legends National Final Set to Make Esports History at the Royal Opera House, Mumbai

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Red Bull Solo Legends is stepping into a new chapter as the tournament’s national finals arrive at the breathtaking Royal Opera House, Mumbai on 2nd December.

For the first time ever, the century-old cultural landmark will host an esports event, bringing competitive gaming into a space that has witnessed some of India’s most celebrated artistic performances.

This is a powerful moment for Indian esports. What began in community rooms, cyber cafés, and online lobbies now enters one of the country’s most majestic stages, celebrating the growth of gaming as a modern cultural force.

The journey to the finals has been equally ambitious. Red Bull Solo Legends is a multi-phase tournament, featuring both online and on-ground stages, uniting tens of thousands of solo BGMI players from every corner of the country. From grassroots talent to seasoned pros, competitors battled through a pure solo queue format, proving their instincts, consistency, and clutch ability. Each round brought them closer to the opportunity of facing India’s top BGMI professionals at the finals. The champion of Red Bull Solo Legends will walk away with the title of India’s strongest solo BGMI player along with an exclusive international Red Bull Racing experience.

With 64 of the country’s finest solo BGMI contenders taking the stage, 32 qualified finalists, 24 top-tier pros, and 8 Chaos Agents, the Royal Opera House will echo with a new kind of intensity.They will compete across 5 matches to determine the first-ever Red Bull Solo Legends champion. As spectators walk in, they’ll be part of a one-of-a-kind atmosphere where strategy, instinct, and pure solo skill unfold inside one of Mumbai’s most exquisite architectural treasures.

Red Bull Solo Legends will feature some of India’s prominent BGMI athletes including Jonathan Amaral (Jonathan Gaming), Tanishk Singh (Admino), Rudra B (Spower), Sahil Jakhar (Omega), Raghuraj Singh (Slug), Mohammed Owais Lakhani (Owais), Sohail Shaikh (Hector), and Paridhi Gupta (Noob Pari) and many more. These players, known for their exceptional skills, will compete against each other, bringing their unique strategies and gameplay styles to the forefront. Esports thrives on pressure, audience energy, and unforgettable moments. The Royal Opera House, known for its grandeur and legacy, offers a stage worthy of the stakes. The contrast is striking in the best way, with ornate balconies and vintage chandeliers watching over India’s sharpest digital athletes as they fight for the title of the country’s strongest solo BGMI player.

Built between 1909 and 1915 and inaugurated by King George V, the Royal Opera House is India’s only surviving opera house, restored lovingly after decades of closure. From theatre to classical music to film screenings, its stage has embraced every form of performance. On 2nd December, it will embrace competitive gaming for the very first time, welcoming India’s esports community into its history.

Red Bull Solo Legends has been created to celebrate individual excellence in BGMI. Every rotation, every fight, every decision rests on the player alone. Hosting the finals in a venue that represents mastery, legacy, and performance adds a rare emotional depth to the competition, turning every clutch into a moment that will be remembered long after the final circle closes.

Tickets will be exclusively live on Swiggy Scenes 21st November onward.

Matches will also be broadcast live on the Red Bull Game On YouTube channel for fans from across the country: youtube.com/@RedBullGameOn

The post Red Bull Solo Legends National Final Set to Make Esports History at the Royal Opera House, Mumbai appeared first on European Gaming Industry News.

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eGaming Integrity Shortlisted for Tech Supporter of the Year Award

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eGaming Integrity has been shortlisted for the Tech Supporter of the Year award at the Digital Isle Tech Awards 2025, which recognise organisations making a significant contribution to the Island’s technology sector through collaboration, capability-building, and practical support.

eGaming Integrity provides compliance and internal audit services that help digital businesses strengthen their regulatory readiness and operational resilience. Its integrity-as-a-service model combines monitoring tools, risk assessments, and regulatory guidance to support both new and established operators. The firm also contributes to broader industry development by delivering workshops, best-practice resources, and advisory support aimed at helping early-stage and growing companies navigate compliance and security requirements.

Companies working with eGaming Integrity report improvements in governance, data protection, and audit preparedness, along with increased confidence when launching products or expanding into new markets. The firm’s partnerships with accelerators, incubators, and industry bodies have helped foster a more open and collaborative environment across the Island’s tech community.

Emma Shilling, Director of eGaming Integrity, commented: “We’re delighted to be shortlisted. Our focus has always been to support licence-holders and technology businesses in meeting the Island’s high standards. This recognition reflects the hard work of our team, the value of expert led technical solutions and the value of clear, practical guidance for organisations across the sector.”

Public voting for the awards is now open and closes at 2pm on 27 November 2025.

Members of the public can vote by selecting a finalist in each category at: digitalisleofman.com/tech-awards/

Winners will be announced at the Digital Isle 2025 event on 27 November.

 

The post eGaming Integrity Shortlisted for Tech Supporter of the Year Award appeared first on European Gaming Industry News.

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