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The International Betting Integrity Association (IBIA) has launched Mission 2030, a new five-year strategy to strengthen its role as the global standard for sports betting integrity. IBIA also unveiled a refreshed brand identity, reflecting its growing international reach and commitment to collaboration in an evolving regulatory and sporting landscape.

Khalid Ali, CEO of IBIA, commented: “As IBIA marks its 20th anniversary, we are not only reflecting on the past, we are also looking ahead to the future. Our new strategic roadmap charts how we will continue to deliver best in class integrity services to our members, deepen collaboration with our partners, and successfully confront the challenges and opportunities reshaping our industry. IBIA is evolving to ensure that whatever new trends emerge, we remain ready to safeguard sports, consumers and regulated betting markets.”

Mission 2030 focuses on three core objectives:

1. Strengthening IBIA’s Global Monitoring & Alert Platform (Global MAP) to detect suspicious betting and support investigations;
2. Expanding collaboration by deepening and broadening our partnerships across the global sports integrity ecosystem; and
3. Advancing prevention through better regulation, effective policy engagement and player education initiatives.

Mission 2030 serves as a strategic roadmap, setting direction and priorities while allowing flexibility to meet emerging trends, such as AI, crypto, esports and new market openings that are reshaping the betting and integrity landscape at an unprecedented pace. Detailed actions and tactical initiatives will be developed and delivered in partnership with IBIA’s members, ensuring the association remains flexible, innovative and proactive.

To mark this next chapter, IBIA has also unveiled a new brand identity. The redesigned logo, with six interwoven segments, represents the stakeholders vital to protecting betting integrity: operators, sports, regulators, law enforcement, athletes and institutions. Together, they form the foundation of IBIA’s work. The new strapline, “Safeguarding Sports Betting”, captures the essence of IBIA’s mission.

Khalid Ali added: “To achieve our ambitions, we need to evolve and that starts with the way we present ourselves. More than just a visual update, our new brand is a key building block of Mission 2030. It reflects not just who we are today, but where we are heading tomorrow.”

The post IBIA launches Mission 2030, a new global strategy to safeguard sports betting appeared first on European Gaming Industry News.

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Affilka by SOFTSWISS has announced a strategic partnership with the Voluum ad tracking and optimisation platform. The integration provides iGaming affiliates and operators with advanced tools to monitor, analyse, and optimise traffic, turning data insights into higher revenue and efficiency.

Affilka’s API integration with Voluum’s advanced click-tracking system enables affiliates to manage traffic more efficiently and gain deeper insights to maximise campaign results. This collaboration unlocks powerful new features that support smarter decision-making:

• Fast and simple setup without postback creation, giving affiliates complete conversion data while eliminating unnecessary complexity and delays.
• Centralised traffic and player activity data in one place within the Voluum panel, making it easier to monitor performance and act on insights.
• Detailed tracking of campaigns and conversion events, enabling accurate ROI measurement and optimisation.
• Clear traffic funnel insights, helping affiliates understand player journeys and refine acquisition strategies by accessing data that was previously available only in Affilka.
• Automated campaign optimisation, reducing manual effort while maximising returns.

Gleb Bichan, Product Lead at Affilka by SOFTSWISS, shares: “Affiliate marketing success starts with data. By integrating Affilka with Voluum, we bring together two powerful platforms to give partners exclusive insights and a unified performance view in one place. This unique data enrichment creates new opportunities for smarter campaign optimisation, stronger decision-making, and ultimately, better business results.”

Operators relying on paid and affiliate traffic also benefit from this partnership with unified dashboards, centralised reporting, and role-based collaboration tools. They can analyse performance metrics such as sign-ups and first-time deposits in real time, gaining clearer insights to refine acquisition strategies.

Kamila Łuksza-Szpyt, Managing Director at Voluum, comments: “In an era of tightening regulation and heightened transparency, the Affilka and Voluum integration revolutionises iGaming acquisition strategies. With centralised player information and no need for individual postbacks, operators can effortlessly optimise their campaigns and focus on what truly matters – acquiring quality players with ease.”

By integrating with Affilka, Voluum performance tracker gives affiliates sharper data and easier collaboration, while equipping operators with the automation and tracking they need to scale efficiently.

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 35,000 casino games, Affilka Affiliate Platform, the Sportsbook Platform and the Jackpot Aggregator. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.

About Voluum

Voluum is an all-in-one ad tracking, optimization, and automation platform that helps iGaming operators and affiliates acquire high-quality players. With over 10 years of experience in performance marketing, Voluum integrates with top traffic sources, affiliate networks, and iGaming operators via s2s postback, pixel, or API. This delivers real-time data insights, simplifies campaign management, and prevents wasted budgets. 

The post Affilka by SOFTSWISS Partners with Voluum for Smarter Affiliate Campaign Tracking appeared first on European Gaming Industry News.

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“Movers and Shakers” is a dynamic monthly column dedicated to exploring the latest trends, developments, and influential voices in the iGaming industry. Powered by GameOn and supported by HIPTHER, this op-ed series delves into the key players, emerging technologies, and regulatory changes shaping the future of online gaming. Each month, industry experts offer their insights and perspectives, providing readers with in-depth analysis and thought-provoking commentary on what’s driving the iGaming world forward. Whether you’re a seasoned professional or new to the scene, “Movers and Shakers” is your go-to source for staying ahead in the rapidly evolving iGaming landscape. 

By Qianqian Liu, Head of Art and Animation at Gaming Corps

In iGaming, attention is fleeting. Players scroll through lobbies packed with hundreds of titles, and their decision to click on a game often happens in the space of a second or two. While mechanics and math models keep players engaged over time, it’s usually the artwork that determines whether they choose to play in the first place.

Over the course of my career in game art, I have seen how critical those first impressions are. High-quality visuals instantly communicate professionalism, entertainment value, and trustworthiness. They set the stage for the entire player experience. A game that looks polished and approachable has a far greater chance of being tried, while a title that looks confusing or underdeveloped risks being ignored entirely.

A clear example of this philosophy in action is Gaming Corps’ hugely popular title 3 Pigs of Olympus. The game takes familiar Greek mythology and reimagines it through the lens of humour and charm, with Zeus, Poseidon, and Hades brought to life as playful piggy banks. The reinterpretation not only provides an immediate hook in the lobby but also creates a warm, entertaining atmosphere that resonates once the reels begin to spin.

Artwork as the emotional bridge

Artwork does more than simply attract attention; it acts as the emotional bridge between mechanics and the player. Even the most innovative math model will fall flat if it is not supported by visuals that spark curiosity, delight, or connection. In 3 Pigs of Olympus, what could have been a straightforward “three pots” mechanic is transformed into something more memorable through character-driven design. The piggy gods inject humour and personality, transforming a familiar structure into an engaging journey.

When players feel amused, intrigued, or invested in the visual world, they are more likely to keep playing. That emotional response extends gameplay beyond outcomes, making the process enjoyable in itself.

Collaboration from concept to delivery

At Gaming Corps, this philosophy is embedded in the creative process. Artists, designers, and developers work together from the very beginning of a project to ensure that visuals are not only beautiful but functional and aligned with gameplay.

During concept development, sketches and ideas are exchanged with constant input from design and development teams. This ensures clarity in symbols, smooth performance across devices, and readability in fast-paced play. By working as one unit, the final product achieves balance: artwork that is aesthetically striking while seamlessly supporting the game loop.

In a space where milliseconds of attention matter, this alignment makes a huge difference.

The measurable impact of artwork

The impact of quality artwork can be seen in tangible performance metrics. Games with clear, polished, and charming visuals tend to perform better in lobbies, as players are naturally drawn to them. Over time, strong visuals also influence retention, as players enjoy not only the mechanics but the personality and atmosphere of the game.

Clarity plays an important role in this. When symbols are instantly understandable, players can grasp the rules quickly, without unnecessary cognitive effort. This lowers friction and allows them to focus on enjoyment.

In the case of 3 Pigs of Olympus, this combination of charm and clarity translated into strong lobby performance and improved long-term engagement. These results reaffirm what I have long believed: visuals are not just surface-level appeal, but an integral driver of success.

Elevating visual design

For studios and artists looking to elevate their visual design, several principles can make a significant impact. Clarity should always come first: every symbol and element must be instantly readable, no matter the screen size. Personality, however, is what makes clarity memorable. A symbol that is both clear and charming creates a lasting impression.

Drawing from familiar themes can also be powerful, but the key lies in reinterpreting them in unexpected ways. Myths, stories, and cultural motifs are instantly recognisable, but when paired with humour or novelty, they stand out from the crowd. Consistency across all elements, from background art to UI, reinforces trust and gives the game a polished identity.

Most importantly, artists should not work in isolation. Visuals must be part of the game loop, enhancing the mechanics rather than sitting apart from them. When art is integrated into the full development process, it becomes more than decoration; it becomes a core driver of readability, emotion, and excitement.

The post Movers and Shakers: The Power of Visual Storytelling in iGaming appeared first on European Gaming Industry News.