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Scaling Up in iGaming: Strategic Role of Platform Migration with SOFTSWISS
Platform migration has emerged as a critical strategy for operators looking to scale their operations, enter new markets, or address technical shortcomings. In an interview with European Gaming, Vitali Matsukevich, Chief Operational Officer at SOFTSWISS, delves into the intricacies of the migration process, the challenges operators face, and how SOFTSWISS has positioned itself as a leader in ensuring seamless transitions.
What drives operators to consider migrating from one platform to another? Could you explain the key issues they aim to resolve and why migration becomes necessary?
Vitali Matsukevich: The most popular reason is that the current platform no longer meets technical requirements, especially in terms of scalability and reliability. Operators often face issues like handling user loads they are currently experiencing or planning for. This often forces operators to seek a more stable and technically advanced solution to support their business growth. For example, in LatAm, we know of cases where operators face significant challenges due to downtime or unreliable operations. In some cases, this situation becomes unmanageable, and operators realise they need to migrate to a platform like ours, which offers 99.9% uptime and a seamless user experience.
Another reason for migration is the desire to expand to new geographies. For instance, if the current platform is not certified in a particular country, the operator may consider migrating to a platform that already has the necessary certification. While launching a new project on a different platform is an option, it can lead to operational challenges, such as managing two different projects on different platforms, which is not always convenient. In such cases, if the new market is attractive enough, it may be simpler to migrate to a platform that is already certified, obtain the necessary licence, and continue developing the project.
The third reason is dissatisfaction with the current software provider. This could be due to poor communication with business account managers, slow response times, lack of support, or the provider’s failure to implement client feedback. In the case of SOFTSWISS, we not only offer better service – as confirmed by various studies – but prioritise collaborative partnerships. Our partners highly appreciate our flexibility, openness to their suggestions, and commitment to developing the business together.
Moreover, operators who choose platforms used by major industry players benefit from being part of a community and gain access to features requested by those larger brands. For example, when large operators asked for specific product updates, we later rolled them out to all clients, which received positive feedback. We also have a well-structured workflow for managing client requests, where we gather all ideas, suggestions, and comments from our partners, and our product team evaluates which of them will have the most impact.
What specific technical and operational advantages does the SOFTSWISS platform offer to operators who decide to migrate?
Vitali Matsukevich: I would highlight two key advantages: the high technical performance of our platform and the well-established interaction with our partners. Because our partners don’t experience technical difficulties, they can scale their projects without worrying about the technical aspects of their business. Our recent migration case, where we transitioned over a million players to our casino platform and sportsbook within five hours, further confirmed the high technical level of our solution and well-defined migration process.
A unique feature of migration is that after reopening a project post-update, there’s often a surge in user activity, with more people visiting the platform than usual. This contrasts with the gradual user growth seen when launching a new project, where users join the platform over time.
After migration, a large number of users might access the platform simultaneously. To prepare for this, we conducted numerous stress tests before the launch and executed the migration flawlessly. The number of issue reports was even lower than we expected.
What are the main challenges operators may face during migration, and how does SOFTSWISS help minimise these risks?
Vitali Matsukevich: The main challenge is the inevitable player churn. Before the transition, operators conduct extensive information campaigns about technical changes and migration to a new platform, but not all users take the necessary actions to transfer their accounts. On our side, we assist in communication, share experiences from previous migrations, and make the process as easy as possible for users.
Another challenge is that users might notice differences between the two platforms. For example, even if both platforms offer the same types of bonuses, they might be implemented differently or might have other slight differences. In this case, we strive to visually adapt the new platform to resemble the previous software. We also transfer all possible and significant information about players’ gaming preferences, for example.
Overall, this is a complex process. We need to assess which aspects of the previous user experience should be transferred to the new platform. Sometimes, it may also be decided to enhance certain features.
Another important challenge is maintaining SEO rankings so that the project continues to receive stable traffic from this channel. Our experienced specialists help transfer all necessary information, adapt pages, and take other actions to ensure that search engines either don’t notice the difference or even improve the project’s search ranking.
What steps are taken to minimise player churn and ensure their loyalty after migrating to the new platform?
Vitali Matsukevich: An individual strategy is developed for each project and specific user groups. This can include additional email campaigns offering players bonuses or other unique personalised offers during the transition period. This approach helps retain users and makes the migration process as attractive and seamless as possible for them.
What metrics do you use to evaluate the migration success, and how do you measure its impact on the operator’s business?
Vitali Matsukevich: The key metrics we use to evaluate the migration success include the speed, downtime, player retention rate (how many users successfully transitioned to the new platform), and the load on customer support. These metrics allow us to objectively assess how smoothly the migration went and identify any areas that may need improvement in future migrations.
What are SOFTSWISS’ plans for further developing and improving the migration process?
Vitali Matsukevich: After each migration, we refine our current workflow, adding new elements based on the experience gained. We are also actively working on obtaining additional certifications, as we are currently doing in Brazil so that our partners can quickly and seamlessly launch their projects as soon as they have the necessary licence.
How does operator feedback play a role in improving the migration process, and how does SOFTSWISS incorporate their suggestions and feedback?
Vitali Matsukevich: We actively gather feedback from our partners and conduct retrospective discussions within our team. During these meetings, we analyse the metrics and identify any delays or issues. It’s important to note that each migration is a unique project, and while the core steps remain the same, the workflow is always adapted to the specific case. This approach allows us to continuously improve our migration process and ensure successful collaboration with our partners.
Can you provide examples of successful migrations where your approach led to significant improvements for the operator?
Vitali Matsukevich: Yes, one of the most compelling examples of a successful migration is when we transitioned over a million players from a competitor’s platform to the SOFTSWISS Casino Platform and the SOFTSWISS Sportsbook in just five hours. This migration was a significant achievement, showcasing our platform’s technical robustness and our team’s ability to manage complex, large-scale transitions with minimal downtime.
During this process, we meticulously planned and executed the migration to ensure that player accounts, balances, and gaming histories were seamlessly transferred without any data loss.
The post Scaling Up in iGaming: Strategic Role of Platform Migration with SOFTSWISS appeared first on European Gaming Industry News.
Reading Time: 3 minutes
The SOFTSWISS Sportsbook celebrates its fifth anniversary, marking a major milestone in its journey from MVP to a fully mature, internationally recognised B2B product. Over these five years, the team has achieved standout results, from launching a project in just 14 days to delivering a mobile-first experience that generates over 90% of GGR.
Since its debut in 2020, the SOFTSWISS Sportsbook has expanded its sports and esports catalogue, introduced premium cricket, launched a mobile app, added a customisable betting interface, unique bonuses, and various gamification tools for player engagement and retention. It has also introduced seamless integrations with the SOFTSWISS Game Aggregator and Jackpot Aggregator.
An important milestone was reached ahead of UEFA Euro 2024, when the SOFTSWISS Sportsbook team delivered 22 new projects across 11 casino platforms, including the SOFTSWISS Casino Platform, within a single month. A breakthrough record was also set when the team launched a project in just 14 days from contract signing to the first bet.
The SOFTSWISS Sportsbook is engineered for smooth, platform-agnostic integration, enabling fast rollouts on both proprietary and third-party platforms. Delivering a strong player experience and supporting business growth, the Sportsbook seamlessly integrates into any iGaming operation with flexible launch options to meet diverse needs. Recent updates further enhance its efficiency, including API 2.0 for more scalable integrations and a renewed CMS with deeper content control.
Alexander Kamenetskyi, Head of SOFTSWISS Sportsbook, comments: “Five years ago, we set out to build a modern Sportsbook – flexible, scalable, and ready for the future of betting. Today, we have a stable architecture, powerful engagement tools, a strong risk management layer, and a team that knows how to move fast without compromising quality. The product has matured, and we are ready to push forward with even greater ambition.”
Delivering 2,000+ betting markets across 200+ sports and esports, with all Sportradar official leagues included, the Sportsbook supports 100,000+ monthly live events and a mobile-first experience that generates over 90% of GGR. Clients also highlight its intuitive CMS, robust risk management, and 24/7 technical assistance, reinforcing the Sportsbook’s position as a reliable B2B solution.
Anton Eshtokin, CMO of Boomerang Partners, shares: “The SOFTSWISS Sportsbook is an ideal choice for any iGaming operator looking to diversify its portfolio and strengthen its competitive position in the market. On behalf of our entire team, I’d like to congratulate the SOFTSWISS Sportsbook on reaching this remarkable five-year milestone. As a partner, you’ve consistently demonstrated innovation, professionalism, and a deep understanding of the industry’s evolution. We wish you continued growth, bold ideas, and the drive to keep setting new standards in the iGaming market. May the next five years bring even more success stories and breakthroughs that inspire the entire industry.”
The SOFTSWISS Sportsbook’s achievements have been acknowledged across the industry, earning accolades such as Best Online Sportsbook Provider at SiGMA South Asia Awards 2025, Innovative E-sports Product of the Year at SPiCE South Asia Eventus Awards 2024, Best Sports Betting Provider in the Baltics at BSG Awards 2023, and Rising Star in Sports Betting at SBC Awards Latinoamérica 2022.
In 2025, the sports betting solution entered a new phase, focusing on architectural upgrades to support faster feature delivery. The team plans to release a new API Tester in December and is preparing for the upcoming launch of virtual sports. The Sportsbook platform also covered urgent Brazilian and Bulgarian regulatory requirements. These strategic moves will allow the solution to maintain momentum and scale to meet the growing expectations of operators in diverse markets.
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 The SOFTSWISS Sportsbook at Five: From MVP to Award-Winning Global B2B Solution appeared first on European Gaming Industry News.
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SkillOnNet redefine los juegos RNG con el lanzamiento de GAIA, la primera ruleta con un crupier generado por IA
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GAIA es la primera ruleta del mundo impulsada por IA y que ya está en uso comercial.
La compañía de entretenimiento global SkillOnNet ha anunciado el lanzamiento de Ruleta GAIA, una nueva experiencia de ruleta revolucionaria impulsada por inteligencia artificial.
El juego – que ya está en vivo en PlayUZU Mexico – con planes de expansión a otros mercados de la red de SkillOnNet en los próximos meses – mezcla la emoción de un juego RNG con el realismo de los juegos en vivo. Es la primera ruleta del mundo impulsada por IA que ya está en uso comercial.
A diferencia de las ruletas aleatorias tradicionales, Ruleta GAIA incorpora un crupier personalizado para cada jugador. GAIA aprende las preferencias del jugador, adapta su estilo de comunicación y facilita ayuda en tiempo real, de forma que los usuarios reciban información sobre apuestas, flujo del juego y estrategias.
Los jugadores pueden conversar sobre el juego – preguntar sobre los resultados, números previos, sus pérdidas y ganancias, y revisar el historial– y también preguntar sobre temas del día a día como aficiones, deportes, comida, películas, el tiempo y mucho más para que la experiencia sea mucho más entretenida.
Diseñada y desarrollada internamente por SkillOnNet, GAIA se convertirá en tu crupier IA. Utiliza GPT-4.1-mini para el chat, que admite todos los idiomas, de manera que los jugadores de todo el mundo pueden conversar con ella en su lengua nativa.
Para los jugadores que disfrutan del toque personal de un crupier en vivo, GAIA es el siguiente nivel. Y al estar impulsada por tecnología RNG, pueden disfrutar de un ritmo de juego más rápido y más tiradas por sesión que en los juegos en vivo con crupier real.
Para SkillOnNet, GAIA representa un gran avance para el gaming impulsado por IA y para las experiencias de casino personalizadas.
Jani Kontturi, Responsible de Juegos en SkillOnNet, dice “Con la Ruleta GAIA redefinimos las posibilidades del entretenimiento de casino RNG, y nos enorgullecemos de ofrecer a nuestros jugadores algo verdaderamente revolucionario. PlayUZU siempre se ha posicionado como un operador transparente, divertido e innovador – y GAIA encaja a la perfección con esos valores. Este lanzamiento establece un nuevo estándar en lo que los jugadores pueden esperar de la ruleta”.
The post SkillOnNet redefine los juegos RNG con el lanzamiento de GAIA, la primera ruleta con un crupier generado por IA appeared first on European Gaming Industry News.
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Emily Atack joins BOYLE Casino as Brand Ambassador with new hero campaign launching ‘Serious About Play’
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Actress, Comedian, and Presenter Emily Atack, has joined BOYLE Casino as brand ambassador, bringing her signature warmth, humour and energy, as she joins the brand in getting ‘Serious About Play’.
In her role, Inbetweeners and Rivals icon Emily will help showcase the platform’s entertainment-led experiences and connect with players across the UK and Ireland. Her activity kicks off by taking centre stage in a hero creative campaign across TV, digital, out-of-home and social, launching today.
Developed in partnership with Beyond and the Story Club, the creative sees Emily transported to a vibrant virtual world, which she travels through surrounded by the thousands of games BOYLE Casino has on offer, her cheeky commentary providing the soundtrack before the new BOYLE Casino identity – Serious About Play – is revealed.
The new partnership and hero campaign follows BOYLE Sports’ relaunch of the BOYLE Casino platform in September, delivering a massive choice of online casino games available in the UK and Ireland. The upgraded site features faster performance, smarter personalisation and a design built to entertain and delight players. Players now receive tailored top 10 game recommendations, immersive jackpot hubs and dedicated spaces for exclusive BOYLE Casino content.
In an exciting week for the brand, December 2nd sees the JOE Pub Quiz in partnership with BOYLE Casino – live at Islington Assembly Hall in London. Entrants will put their knowledge to the test in rounds inspired by memes, cultural icons and classic British trivia, with opportunities to win spot prizes including tickets to BOYLE Sports’ partners, West Ham United and the London Lions.
Commenting on Emily joining the BOYLE Sports team, Gill Blake-Swift, Director of Brand for BOYLE Sports, said: “Emily is such a natural fit for BOYLE Casino – she’s fun, relatable and brings an energy that really mirrors where we’re taking the brand. Innovation lies at the heart of our casino offering and her personality taps perfectly into that momentum, so bringing Emily on board feels like another major step forward.”
BOYLE Casino’s new ambassador, Emily Atack, added: “I’m chuffed to be joining the BOYLE Casino team and being part of its journey – we’ve already had a lot of fun!”
BOYLE Sports’ commitment to responsible gambling continues to sit at the heart of its casino offering. The revamped platform includes clear, accessible safer gambling tools that allow players to set limits, track activity and stay in control at all times.
The post Emily Atack joins BOYLE Casino as Brand Ambassador with new hero campaign launching ‘Serious About Play’ appeared first on European Gaming Industry News.
The SOFTSWISS Sportsbook at Five: From MVP to Award-Winning Global B2B Solution
SkillOnNet redefine los juegos RNG con el lanzamiento de GAIA, la primera ruleta con un crupier generado por IA
Emily Atack joins BOYLE Casino as Brand Ambassador with new hero campaign launching ‘Serious About Play’
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