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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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Summoners War X AppGallery Meetup 2024: Exclusive Insights with SWC Europe Cup Champions NEF, ISMOO and STARTIIK

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Summoners War, a popular mobile role-playing game, has captivated millions with its turn-based monster battles. Boasting over 220 million total downloads across platforms, Summoners War has cultivated a loyal and passionate fanbase.

To celebrate this dedicated community, the Summoners War X AppGallery Meetup 2024 in Hamburg on 30th November invites fans to engage in exciting activities and connect with the community, with top players NEF and ISMOO headlining this sold-out event. We caught up with NEF, ISMOO and STARTIIK, the top three winners of the SWC 2024 Europe Cup, to dive into their strategies, the influence of AppGallery, and the upcoming meetup.

 

What key strategies helped you win the Europe Cup and advance to the World Finals’ Semi-Finals match?

NEF: A lot of preparation involved strategizing with my friends and anticipating my opponents’ moves. Additionally, having favourable RNG in critical moments played a crucial role in my success.

 

What was your turning point in Summoners War that influenced you to start competing professionally?

NEF: Throughout my Summoners War journey, I have met so many incredible people who have really helped shape my experience and push me to grow. Watching ISMOO’s energetic performance on the big stage, gave me the motivation to chase my own dreams and got me to where I am today!

 

How does it feel to be part of the Summoners War X AppGallery Meetup 2024 and what are your thoughts on AppGallery’s Summoners War campaigns and offline events?

NEF: I am thrilled to be a part of meetup! Being involved in this vibrant community has been such a rewarding experience. I appreciate the variety of Summoners War campaigns that AppGallery offers, catering to all kinds of gamers, regardless of budget. Attending Gamescom last year was a phenomenal experience. The energy was electrifying, and it was amazing connecting with fellow gamers who share the same passion!

 

What key lessons from your past World Finals experiences have contributed to your success in reaching the World Finals’ Semi-Finals again?

ISMOO: Competing in past World Finals has been a crucial step towards my success in the Semi-Finals. It has taught me to stay composed and avoid costly misplays, even when the stakes are high. I have also learned to better analyse and adapt to opponents’ strategies, enabling me to make smarter decisions and perform more consistently under stress.

 

Reflecting on your 8-year journey, what key moments shaped your path in Summoners War?

ISMOO: One of the highlights was meeting all my in-game friends from Summoners War, including NEF, that I had only interacted with online. It was incredible to finally meet them in person and getting to know each other better!

Another unforgettable moment was competing in SWC World Finals 2022 in Korea. It was my first time traveling to Asia, and playing live on stage was such an exhilarating and surreal experience.

 

How does it feel to be part of the Summoners War X AppGallery Meetup 2024 and what are your thoughts on AppGallery’s Summoners War campaigns and offline events?

ISMOO: It feels amazing to be part of this meetup. Reconnecting with the community and meeting so many new people has been a blast! Incredibly grateful for the multiple events that AppGallery has hosted and invited me – It is truly an honour and excited for future events!

 

What key lessons helped you win second-place at the Europe Cup and advance to the World Finals’ Quarter-Finals match?

STARTIIK: I spent a year focusing on mastering drafts and learning which monsters counter certain meta picks. My Europe Cup preparation involved studying my opponents and analysing their playstyles. However, the World Finals demanded a completely different approach. Preparing for LADRILLO-OS was manageable while LEST’s unpredictability made it more challenging.

 

As a first-time Europe Cup player, what elements of your gameplay surprise opponents, and does their underestimation give you an edge?

STARTIIK: As a first-timer competitor on stage, many opponents underestimated me despite having experienced my strengths in previous matches. The real challenge lies in proving yourself as a worthy competitor who can handle pressure and deliver consistent results. My fast-paced cleaving strategy has always been my focus but the addition of Lora to my roster this year has strengthened my second-turn gameplay, allowing me to explore new strategies.

 

How has your AppGallery experience been, and how do its Summoners War campaigns and cashback benefits enhance your gameplay?

STARTIIK: My experience with AppGallery has been great! Installing it on my Android device was a breeze, and navigating the app is intuitive and straightforward. The enticing campaigns and cashback deals have been a great bonus, enabling me to grab some excellent discounts on in-game packs.

 

The post Summoners War X AppGallery Meetup 2024: Exclusive Insights with SWC Europe Cup Champions NEF, ISMOO and STARTIIK appeared first on European Gaming Industry News.

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DSWV further expands its network: performanceLiebe and Kerberos Compliance become new partners

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The German Sports Betting Association (DSWV) is pleased to announce the addition of two new partners as of December 2024: performanceLiebe and Kerberos Compliance. With this step, the association is underlining its commitment to an innovative and future-oriented sports betting industry.

“We are very pleased that performanceLiebe and Kerberos Compliance have joined.”says DSWV President Mathias Dahms.

“Both companies ideally complement our partner network and offer our members valuable services. With their expertise, we can further strengthen the competitiveness of the German sports betting industry.”

Rainer Naranjo, Managing Director of performanceLiebe emphasizes: “We see the collaboration with the DSWV as a great opportunity to use our expertise in link building for the sports betting industry. Through targeted search engine optimization measures and the creation of relevant backlinks, we can help to increase the visibility of DSWV members.”

Christian Tsambikakis, Managing Director of Kerberos Compliance, adds: “Compliance with the complex money laundering regulations is of central importance for companies in the sports betting industry. We look forward to contributing our expertise to the cooperation with the DSWV and helping its members to meet their compliance requirements even more efficiently and reliably.”

performanceLiebe is the leading link building agency since 2009 with more than 200,000 link sources in over 50 countries, specializing in the sports betting industry. With innovative link building strategies, performanceLiebe ensures more traffic and higher rankings in the search engines.

Kerberos Compliance is a leading provider of compliance solutions that helps companies meet the complex requirements of the Anti-Money Laundering Act and the GDPR. With customized solutions and in-depth industry knowledge, Kerberos Compliance ensures maximum security and transparency.

The post DSWV further expands its network: performanceLiebe and Kerberos Compliance become new partners appeared first on European Gaming Industry News.

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Nazara & Lysto sign LOI to launch “The Growth Protocol”

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Nazara and Lysto have signed a Letter of Intent to launch The Growth Protocol, an L1 infrastructure layer, purpose-built for digital marketing and growth applications on the blockchain. 

The Growth Protocol is a purpose-built L1 blockchain and a collaboration between Nazara Technologies FZ LLE, a 100% owned subsidiary of Nazara Techologies Limited that is India’s only publicly listed gaming company, and Lysto, the gaming world’s one-stop shop funded by leading VCs like Hashed, SquarePeg, Tiger Global, Distributed Global, Beenext, and prominent angels like Balaji Srinivasan, Sandeep Nailwal, Jaynti Kanani, Bobby Ong, and T.M. Lee.

Designed to revolutionize the digital marketing landscape, The Growth Protocol aims to bring greater transparency, equity, and monetary benefits to all participants in the Web3 marketing ecosystem. By leveraging blockchain technology, the protocol empowers users through decentralization to take control of their digital identities and participate in decentralized, trustless interactions. 

The Growth Protocol makes its public debut at India Blockchain Week, a significant event for the Web3 community globally. Alongside a private testnet launch, the team released a proof-of-concept loyalty dApp for game marketing, showcasing the practical application of Web3 technology in the gaming industry.

Speaking at IBW, Nitish Mittersain, CEO and Jt. MD of Nazara, shared his vision for innovations in the gaming sector and expressed his enthusiasm for bringing Nazara’s game marketing to the Web3 space. Speaking at India Blockchain Week, Nitish said, “We are very happy to innovate on new and upcoming technologies such as web3, VR & AI and look forward to integrating our games with releveant web3 technologies that can add value to our players.”

Sadiq Ahamed Shaik, CEO of Lysto, and Founder, The Growth Protocol, said, “The Growth Protocol is a platform for developers and all marketing roles. Our team is working with developers to launch a series of growth applications on the L1 blockchain, empowering users through decentralization for marketing and growth initiatives.”

The Growth Protocol team, composed of experienced professionals previously at Microsoft and Google, is actively engaging with Web3 developers, key opinion leaders, and marketing professionals at India Blockchain Week, fostering collaboration and innovation.

The Web3 community at IBW is invited to meet the team in person, join the test net launch, and participate in rewarding quests. For those who won’t be at IBW are welcome to connect with The Growth Protocol through their website and social channels on X or LinkedIn and more.”

The post Nazara & Lysto sign LOI to launch “The Growth Protocol” appeared first on European Gaming Industry News.

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