Latest News
SOFTSWISS Launches Expert Casino SEO Guide
SOFTSWISS, a global tech company with over 15 years of experience in iGaming, presents a new comprehensive report about online casino SEO audit and optimisation. ‘Casino SEO Audit: The Ultimate Guide’ is set to deliver insights for organically promoting any iGaming project.
iGaming brand promotion has many restrictions. Apart from using affiliate marketing, adopting a robust system of SEO rules can also help to increase the casino website’s visibility to online search engines. According to the surveys, SEO provides the highest return on investment of any digital marketing activity at over 29%.
SOFTSWISS surveyed SEO professionals at the company and researched best practices to present an ebook for online casino SEO optimisation. By downloading the Casino SEO Audit Guide operators gain access to a robust set of comprehensive checklists and ‘to-do’ lists for conducting SEO audits, along with verified improvement tips.
Why is SEO Important for Online Casinos?
SEO ensures long-term growth by reducing reliance on paid advertising. Correct website optimisation improves search engine visibility. SEO is also about organic traffic growth as an element of the entire marketing strategy. Attracting traffic to a poorly optimised, unfriendly website can turn into a waste of budget.
A firm SEO basis improves the efficiency of the overall marketing effort. It also increases user trust and makes the site more accessible and user-friendly. This attracts new players and increases conversions, which is key to sustained success in the highly competitive iGaming industry.
Key Steps to Upgrade Online Casino SEO
When reviewing SEO strategy, SOFTSWISS experts suggest following essential elements:
- Keyword Check. Keywords should be localised to the language of the target audience. Specific long-tail keywords carry higher intent and, ultimately, are likely to bring more conversions.
- On-Page SEO is a basic element of any online casino SEO plan. Its goal is content optimisation and structuring. A well-organised and user-friendly website is essential both for search engines and for players.
- Off-Page SEO is a crucial tool for enhancing an online casino’s reputation across the web. Collaborating with review portals, affiliates, and industry influencers can boost visibility and trust among the target audience. Backlinks from reliable sources will enhance search engine rankings and bring referral traffic to the website.
- Technical SEO. The site’s speed, interactivity, and visual stability are of high importance for Google search. These factors also play a vital role in ensuring a positive player experience.
- Constant Optimisation. Ongoing review of all the steps above and regular improvement is routine and obvious work. SEO improvement is set to be a lasting process for achieving better and better results.
Pavel Kaplunov, Head of Content Marketing, comments: “Content optimisation, good structuring and user-friendliness – these parts of SEO help to improve a website’s visibility and credibility. Its importance lies in the ability to gain sustainable and cost-effective organic traffic. For highly competitive businesses, like iGaming projects, effective SEO can be the deciding factor between being discovered by potential players and being overlooked.”
The Casino SEO Audit Guide is available for download via the link and allows casinos to access well-structured, proven insights for SEO optimisation.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 23,500 casino games, the Affilka affiliate platform, the Sportsbook software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.
The post SOFTSWISS Launches Expert Casino SEO Guide appeared first on European Gaming Industry News.

Latest News
LambdaTest Unveils the World’s First Platform to Test AI Agents: Introducing Agent-to-Agent Testing
AI-native Multi-Agent System Delivers Smarter, Faster, and More Comprehensive Software Testing
LambdaTest, the leading AI-native testing platform, has launched the private beta release of its Agent-to-Agent Testing, the world’s first platform designed to validate and assess AI agents. With the rise of AI agents in developer workflows, the platform is set to revolutionize the way organizations test and validate their AI agents across conversation flows, intent recognition, tone consistency, complex reasoning, and beyond.
As enterprises increasingly rely on AI agents to power customer experiences, a critical challenge has emerged: no standard way of testing various AI Agents. These agents interact with users and systems in ways that are dynamic and unpredictable, making it hard to ensure their reliability and performance. Traditional testing methods fall short when the system under test is inherently unpredictable.
Organizations need a new, smarter way to test AI applications at scale, which is where Agent-to-Agent Testing comes in. LambdaTest’s Agent-to-Agent Testing platform is the first of its kind. The platform uses a suite of specialized AI testing agents to rigorously validate chat and voice AI agents..
Teams can upload existing requirement documents in various formats, such as text, images, audio, and video, and the system automatically handles multi-modal analysis to generate relevant test scenarios, simulating real-world challenges that could break the AI agent under test. Each scenario includes precise validation criteria and expected responses, evaluated within HyperExecute, LambdaTest’s next-gen test orchestration cloud, delivering up to 70% faster test execution than standard automation grids.
The platform highlights different key metrics like Bias, Completeness, Hallucinations, etc., to help teams analyse the quality of their AI agent
By integrating agentic AI and GenAI technologies, it generates real-world scenarios such as tone of personality agents, data privacy considerations, and executes test cases with unparalleled accuracy. This ensures much broader and more diverse test coverage compared to traditional testing tools. Unlike single-agent systems, LambdaTest’s Agent-to-Agent Testing leverages multiple large language models (LLMs), which the agents use for reasoning and test generation. This multi-agent approach results in a much more comprehensive and detailed test suite, enabling deeper, more robust testing of AI applications.
“Every AI agent you deploy is unique, and that’s both its greatest strength and its biggest risk! As AI applications become more complex, traditional testing approaches simply can’t keep up with the dynamic nature of AI agents,” said Asad Khan, CEO and Co-Founder at LambdaTest. ” Our Agent-to-Agent Testing platform thinks like a real user, generating smart, context-aware test scenarios that mimic real-world situations your AI might struggle with. Each test comes with clear validation checkpoints and the responses we’d expect to see.”
Enterprises using Agent-to-Agent Testing will experience faster test creation, evaluation of Agents, reduced testing cycles, and significant improvements in test coverage. The multi-agent system can generate a 5 to 10-fold increase in test coverage, providing a more comprehensive view of AI agent performance.
Furthermore, the integration with HyperExecute means teams receive rapid feedback, reducing the time between testing and iteration. By automating much of the testing process, companies also reduce their reliance on manual QA efforts, resulting in significant cost savings. With 15 purpose-built AI testing agents ranging from security researchers to compliance validators, LambdaTest Agent-to-Agent testing ensures every deployment is as robust, safe, and reliable as possible. Helping teams ship their AI agents with confidence.
Learn more about Agent-to-Agent Testing by LambdaTest here: lambdatest.com/agent-to-agent-testing
To watch the live unveiling of the platform, join the Testμ Conference 2025 on 20th August, 2025: lambdatest.com/testmuconf-2025
The post LambdaTest Unveils the World’s First Platform to Test AI Agents: Introducing Agent-to-Agent Testing appeared first on European Gaming Industry News.
Latest News
ADG Launches First-Ever Statewide Campaign to Empower and Protect Consumers
The Arizona Department of Gaming (“the Department”) is proud to announce the launch of its first-ever statewide Public Education Campaign focused on protecting consumers, promoting public awareness, and reducing the harms associated with unregulated gambling. This is a significant milestone in the Department’s ongoing efforts to protect consumers and ensure a safe and responsible gaming environment.
Arizona offers a variety of legal, regulated gaming options throughout the state, including tribal casinos, event wagering, fantasy sports, and parimutuel wagering. For 30 years, ADG has safeguarded the integrity of Arizona’s gaming industry through rigorous oversight, licensing, and enforcement in accordance with the Tribal-State Gaming Compacts. This new campaign expands on that mission by educating Arizonans on how to avoid illegal gambling and access support services when needed.
The campaign is designed to inform and empower the public by emphasizing the risks of engaging with unlicensed operators and providing them with tools to identify legal, regulated options. It aims to reduce consumer vulnerability, prevent exploitation, and help individuals make informed decisions if they choose to participate in gaming activities.
The campaign kicks off with a series of Public Service Announcements (PSAs), developed in collaboration with the Arizona Media Association, which will be aired across TV, radio, print, and digital platforms. Available in both English and Spanish, the PSAs will:
- Educate the public on how to identify legal, regulated gaming operators in Arizona
- Emphasize consumer protection and the safeguards provided by regulated gaming environments
- Highlight the role regulated gaming plays in supporting Arizona communities and essential services
- Promote the 1-800-NEXT STEP helpline, which connects individuals to confidential, 24/7 support for problem gambling
To complement the PSAs, ADG has launched the Check Your Bet webpage, which serves as a centralized resource to verify regulated gaming and access consumer protection tools. The webpage includes:
- A searchable list and interactive map of authorized Tribal Casinos in Arizona
- A searchable list and interactive map of licensed Event Wagering and Fantasy Sports Operators and their retail locations
- Information on Advanced Deposit Wagering Providers (ADWPs), Off-Track Betting (OTB) locations, and permitted horse racing tracks in Arizona
- How to access the Division of Problem Gambling’s Helpline, a confidential Problem Gambling Self-Screening Quiz, and additional supportive resources
- How to request Self-Exclusion, a voluntary program to prohibit oneself from Tribal Casinos and Event Wagering and Fantasy Sports Contests
- Guidance on submitting tips about suspected illegal gambling to the Department and filing consumer complaints with the Arizona Attorney General’s Office
For more information, visit the Check Your Bet webpage at gaming.az.gov/checkyourbet.
“We are proud to celebrate 30 years of providing world-class gaming regulation and consumer protection,” said Jackie Johnson, Director of the Arizona Department of Gaming. “This campaign is about empowering Arizonans who choose to participate in gaming with the knowledge to make informed, responsible decisions. As illegal and unregulated options on the market increase, the Check Your Bet webpage serves as a key resource for the public to verify licensed operators and access support. By directing viewers from our PSAs to this tool, we’re helping ensure people not only play safely, but also know where to turn if they or a loved one are struggling with problem gambling.”
Since its founding in 1995, the Department has worked tirelessly to ensure that Arizona’s gaming industry operates with transparency, integrity, and responsibility. The campaign will run through the end of March 2026 and reflects ADG’s commitment to a safe, transparent, and well-regulated gaming landscape in Arizona.
The post ADG Launches First-Ever Statewide Campaign to Empower and Protect Consumers appeared first on European Gaming Industry News.
Latest News
Arizona Department of Gaming Continues Enforcement Against Unlicensed and Unregulated Gaming Operators
The Arizona Department of Gaming (“ADG”) has issued cease-and-desist orders to four additional unlicensed and unregulated gambling operators targeting Arizona residents. The identified operators are reportedly offering access to illegal online gambling platforms, including “sweepstakes” casino-style models and event wagering sportsbook betting options. Unlicensed operators operating outside the law and without regulatory safeguards pose serious risks to consumer protection and financial security across the state, undermining the integrity of Arizona’s regulated gaming industry.
This latest action underscores the Department’s commitment to protecting the public and upholding Arizona’s gaming laws. ADG continues to actively monitor, investigate, and take enforcement action against entities attempting to exploit Arizona residents through unauthorized gambling activities, including possible enforcement actions in partnership with the Arizona Attorney General’s Office.
The following entities are not licensed by the State of Arizona. Therefore, cease-and-desist orders have been issued to:
- Event Wagering Sportsbook:
- Fliff Online Gambling
- Thrillzz Mobile Gambling
- Sweepstakes:
- BettySweeps Casino
- Pulsz Casino
The active operations of these companies and online websites in Arizona are alleged to be felony criminal enterprises, and each operator has been directed to desist from any future illegal gambling operations or activities of any type in Arizona. Due to the unregulated and illegal online gaming offerings on these sites, operators are claimed to be in violation of Arizona gaming laws, including
- Promotion of Gambling (Felony) — A.R.S. § 13-3303.
- Illegal Control of an Enterprise (Felony) — A.R.S. § 13-2312.
- Money Laundering (Felony) — A.R.S. § 13-2317.
Each aforementioned operator has been directed to immediately cease all online (or other) gambling operations and activities in Arizona and take the necessary steps to immediately prevent and exclude Arizona residents and visitors from gambling on their websites.
Consumer Protection Advisory:
As illegal online gaming activity continues to rise, the ADG urges all residents and visitors to be cautious when participating in gaming, whether online or in person. Regulated gaming offers important consumer protections, helping ensure fair play, data security, accountability, and a safer overall experience.
Many online platforms currently accessible in Arizona are neither licensed nor regulated, exposing users to significant risks, including fraud, identity theft, and financial loss. Because these operations fall outside the state’s regulatory authority, ADG cannot assist with complaints or disputes involving unregulated or illegal gaming activities, often leaving victims with no recourse for recovering lost funds. It is important to remember: just because you can download the app, access the website, and play the games does not mean the platform is legal or safe.
Individuals are encouraged to verify the legitimacy of any gaming platform before placing bets or engaging in gameplay. To protect yourself, always use legally authorized and state-regulated operators. A complete list of authorized casinos, event wagering operators, fantasy sports operators, and off-track betting and advanced deposit wagering providers for horse racing is available on ADG’s official website: gaming.az.gov/checkyourbet.
How to Report Suspicious Gaming Activity, Fraud, or Identity Theft:
- If you encounter what appears to be an illegal gaming website, app, or an operation impersonating an authorized Arizona casino or licensed operator, take the following steps:
- Document the website URL, app, business name, and any promotional materials associated with the platform or operator.
- Report it to ADG at [email protected] and the Arizona Attorney General’s Office Consumer Information and Complaints Unit at (602) 542-5763 or by visiting azag.gov/consumer.
- Cease activity on the platform and monitor financial accounts for unauthorized transactions.
- If you suspect identity theft, report it to the Federal Trade Commission (“FTC”): for help in English, go to IdentityTheft.gov, and for help in Spanish, go to RobodeIdentidad.gov.
ADG takes complaints about all illegal gambling seriously. To report any form of suspected illegal gambling, visit gaming.az.gov/about/contact-us, call ADG at (602) 255-3886, or email [email protected]. Reports can be made anonymously.
The post Arizona Department of Gaming Continues Enforcement Against Unlicensed and Unregulated Gaming Operators appeared first on European Gaming Industry News.
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