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Movers and Shakers: Building Resilience – The Importance of Agility in the iGaming Industry
“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.
With global B2B iGaming marketplace gurus, Betbazar, having had to deal with their fair share of challenges over the past few of years, we sat down with the company’s CEO, Alex Iaroshenko to learn how an agile approach to business has helped them foster both resilience and adaptability.
What challenges do you see as the biggest tests for iGaming companies today?
The iGaming industry is currently facing several critical challenges – and in my opinion, regulation and compliance is right at the top of that list. As governments around the world continue to tighten their legislation to ensure fair play and responsible gaming, iGaming businesses have little choice but to adapt in order to remain compliant across multiple jurisdictions. Of course, for global companies like Betbazar that work in various regions with vastly differing rules, this adds an extra layer of complexity to operations, so our job is becoming increasingly difficult as well.
In addition to ongoing regulatory changes, another big challenge for iGaming companies is the current level of competition within the market. Over the past few years, the iGaming sector has become increasingly crowded and standing out from your competitors requires you to have strong branding, innovation and the agility to consistently deliver value to customers and their clients. In order to do this effectively, I believe companies generally need to invest in technology like AI and machine learning to personalise player experiences and improve user engagement.
The last test that I think is worth mentioning here is that online security and data privacy remain ongoing concerns – particularly with the rise of cyber threats that we’ve witnessed in recent months. Given the vast amount of personal data that is now being managed by companies, it’s imperative that they implement robust cyber security measures in order to protect sensitive player information, build trust and comply with all applicable privacy regulations in their regions.
How can companies in the iGaming space cultivate resilience and adaptability?
For me, the real key is to foster a culture that is open to change and encourages continuous learning and innovation. One of the most important steps in that process is to build an agile organisation where teams are empowered to make decisions quickly and feedback loops from customers and the market are integrated into product development and operations swiftly and efficiently without needing to go through multiple rounds of approval. At Betbazar, we focus on creating a mindset of flexibility that embraces new technologies and adjusts them to the business models of our clients so that we can meet their specific demands in the best conceivable way.
Being able to constantly change in this manner is what separates a good business that actually performs from one that struggles – especially in an industry where customer preferences, technology and regulations change so rapidly. I honestly believe that if the culture at Betbazar was not as adaptable and resilient as it is, we wouldn’t still be here today. As a company, we’ve had to work through some very challenging periods and have always come out stronger on the other side, mainly because we use these situations as a chance to improve the ways we operate.
Of course, investing in professional development and cross-functional collaboration also plays a big role in making your business adaptable and resilient, as you always want teams to hone their technical and strategic skills so that they can navigate challenges efficiently. On top of that, you need strong leadership that promotes a proactive, solution-based approach to tackling adversity.
What role does leadership play in driving an agile culture within an organisation?
I believe that a company is always made by a team, and though teams are led by leaders, it’s impossible to build your entire business philosophy on one person’s shoulders. Instead, an agile culture should be built on clear communication and trust between leadership and employees, as when people feel empowered to make decisions and know that their contributions are valued, it fosters a sense of ownership and accountability. It’s for this reason that we encourage a collaborative approach at Betbazar where teams are given the autonomy to experiment, test new ideas and iterate quickly without fear of failure – and this is what trusting your team is truly about.
Speaking as a CEO, I feel it’s my responsibility to not only set the strategic direction of the company, but also create an environment where all employees have space to grow. For me, it’s very important to look into each person’s individual goals and understand their ideas for how they’d like to develop in their role, as only then can you adjust the company’s strategic path to better accommodate each employee’s personal ambitions. This in turn empowers you to create a culture where people want the company to reach its goals so that they can also reach their own, meaning everyone shares the success in equal measure and deals with any setbacks as a team.
Could you share an example of a time when Betbazar had to pivot quickly to respond to an industry change?
I think when you’re part of an industry that shifts and evolves as quickly as iGaming, you pretty much have to pivot all the time in order to stay ahead of emerging trends and customer demands. One of the things that Betbazar is very good at is that when we see that the popularity of a product is skyrocketing and we don’t have an existing connection to it, we’re fast to rectify the situation and fill any gaps that we have in our marketplace. A good example of this would be crash games, as when these became popular and we realised that we didn’t have a product that met the demands of the market, we very quickly found a partner who could help us expand our portfolio.
Generally speaking, once we have a product available in our line-up, it becomes competitive within the market quite quickly, so the onus is then on us to pivot again and find something new, rather than to simply stand still and be happy with what we’ve got. In this way, Betbazar is constantly changing and adjusting to the demands of the industry, and we always make sure we keep an eye on the competition to understand what others are doing. This is ultimately our goal and our way of being flexible so that we’re constantly primed to pivot into newer, better products.
About Betbazar
Betbazar is a B2B worldwide iGaming marketplace which has set a new sales standard, sourcing specialist iGaming products and advising on their role within existing strategies to deliver growth to our partners. The company’s ambition is building a digital iGaming marketplace that connects creators with operators to accelerate growth powered by best-in-class products.
Website: https://betbazar.com
LinkedIn: https://www.linkedin.com/company/betbazar
The post Movers and Shakers: Building Resilience – The Importance of Agility in the iGaming Industry appeared first on European Gaming Industry News.
GoldenRace, leading provider of award-winning Virtual Sports and betting solutions, is proud to introduce its latest innovation: Big5.
Big5 is a dynamic online platform that allows operators to select and combine the top five football leagues or tournaments of their choice into a single, exciting offering. This unique product consolidates players’ favorite football competitions into one seamless, mobile-optimised interface, providing a diverse range of betting options that are easier and faster to access. As a result, Big5 enhances player engagement and boosts business revenues for operators.
With over 40 betting markets to choose from, Big5 offers a comprehensive array of wagering opportunities, including match outcomes, over/under goals, exact scores, and more. The platform also integrates live video feeds and real-time scores, delivering an immersive and fast-paced betting experience that stands apart from the competition.
In addition, the Easy Wins Tracker keeps players informed about their betting performance, while Predefined Combi Bets streamline the betting process, making it quicker and more convenient for users.
“Big5 offers operators a powerful multileague platform that keeps players engaged and encourages them to return, driving increased revenue,” said Martin Wachter, CEO and Founder of GoldenRace. “With a wide selection of betting options and an intuitive, user-friendly interface, Big5 is designed to captivate players and enhance betting volume.”
True to GoldenRace’s commitment to excellence, Big5 features the company’s award-winning technology, ensuring a hyper-realistic experience with lifelike player movements and match events. It’s the most immersive Virtual Football experience available today.
The post GoldenRace unveils Big5: The ultimate Virtual Football innovation appeared first on European Gaming Industry News.
HIPTHER, the organizer of the Prague Gaming & TECH Summit 2025, is excited to welcome Digital Web Solutions (DWS) as the Selfie Mirror Sponsor and valuable contributor in this year’s event. In this exclusive interview, we speak with Vaibhav Kakkar, CEO and Founder of DWS, to explore how digital PR can help iGaming businesses stand out, the challenges of managing multi-country websites, and the strategies that drive effective link-building in this highly competitive industry.
Digital Web Solutions (DWS) is known for its expertise in securing high-authority backlinks and delivering data-driven digital PR. What sets DWS apart in the competitive digital marketing landscape, particularly when working with iGaming clients?
When I started building my first SEO company, SEO Next, in 2008, I saw firsthand how challenging it was to secure quality backlinks, especially in competitive industries like iGaming.
We had to build a system from the ground up, ensuring every link was high-authority, safe, relevant, and impactful. That experience shaped how we operate at Digital Web Solutions today.
For iGaming, link building isn’t just about getting placements. It’s about keeping up with regulations, avoiding risky footprints, and securing real, ranking-driven links.
That’s why we built Boogle, our proprietary tool that scans over 500 million sites each month to uncover the exact links helping competitors win.
With access to 250,000+ publishers and a 30-point quality check, we ensure our clients get links that truly move the needle—without the guesswork.
At our core, we don’t just sell backlinks. We solve SEO problems which is why we love what we do.
Managing multiple country websites is a challenge for many iGaming businesses. What advice would you give to operators looking to run multi-location websites effectively while maintaining consistency and compliance?
That’s a great question. When we scaled my previous company, we managed operations across the UK, Australia, and the US, and I quickly learned tha t running multi-location websites is more than just duplicating content—it requires a well-structured strategy.
For iGaming businesses, the biggest challenge is balancing localization with compliance. Regulations vary by country, and what works in one market could lead to penalties in another.
My advice? Invest in a strong technical SEO foundation. Use hreflang tags properly to signal language and regional variations to Google. Maintain separate URLs for each region (e.g., country-specific subdomains or subdirectories) and ensure your content isn’t just translated—it’s localized to reflect cultural and legal differences.
After years of working on this problem like any other agency, we decided to acquire Hreflang Builder—a tool designed to eliminate traffic cannibalization and ensure search engines understand which page to rank in each market.
Many enterprise CMS platforms struggle with implementing hreflang tags, and for large-scale websites, manually managing them is nearly impossible. Hreflang Builder automates the entire process, generating XML sitemaps that keep multi-location websites properly indexed and recovering lost revenue.
So, to answer your question, hreflang tags was one part of the solution but the other one is local backlink building.
From a backlink perspective, local authority matters. A .co.uk site ranking in the UK won’t benefit much from links on US-based domains. That’s why, at DWS, we focus on securing geo-relevant backlinks to help brands rank where it matters.
With multiple locations, tracking performance manually can be a nightmare. Tools like Boogle simplify this by helping businesses analyze competitors, track backlink health, and discover high-authority opportunities across different regions.
Since my team and I had been through multi-country issues countless times, I was keen on building tools and automations around it so we can solve our own problems but also serve other companies with the same solution!
Digital PR has become a buzzword in recent years. Could you share your approach to leveraging digital PR to help iGaming brands differentiate themselves in a crowded market?
Digital PR has become a buzzword because, frankly, traditional link-building isn’t enough anymore. Google’s algorithm updates have made it clear—authority, trust, and relevance matter more than ever.
Everyone in SEO is talking about Digital PR now, but many are just repackaging outdated strategies with a new name or fail to deliver to their clients. This game isn’t easy to play.
At Digital Web Solutions, we focus on what actually works: securing high-impact, niche-relevant placements that drive both rankings and brand authority.
I saw firsthand that random guest posts and directory links weren’t enough to stand out. You need to earn coverage from the right sources—where your audience actually pays attention.
Here’s how we do it differently:
- We go beyond vanity mentions. Many PR campaigns focus on getting brand names out there, but without proper SEO value. We secure editorial links on high-ranking pages, ensuring real authority transfer.
- We create stories that get picked up. Instead of generic press releases, we craft exclusive insights, data-driven reports, and unique industry trends that journalists actually want to write about.
- We leverage automation to scale where others fail. The reality is, not every agency can secure these placements—outreach alone isn’t enough. That’s why we built Boogle, our AI-powered tool that scans 500M+ sites monthly to identify and secure competitor-grade backlinks at scale.
- We understand compliance, especially in iGaming. Many agencies don’t realize how strict this industry is. A single misstep can lead to fines or de-indexing. Our team ensures every campaign meets regulatory standards while still making an impact.
Digital PR isn’t just about getting your name in the press—it’s about building credibility, earning trust, and improving rankings in a way that Google rewards.
DWS prides itself on using an AI-powered approach to link-building. Can you walk us through how this technology works and how it benefits your iGaming clients?
Absolutely. At Digital Web Solutions, we’ve spent years refining our approach to link-building, and AI has been a game-changer. Traditional link-building is slow, manual, and often hit-or-miss.
With Boogle, our AI-powered tool, we’ve automated the process of finding, analyzing, and securing high-value backlinks at scale—something no other solution offers.
Here’s how it works:
- Massive Data Processing – Boogle scans 500 million+ websites every month, identifying link opportunities that align with our clients’ SEO strategy. Instead of relying on outdated lists or guesswork, we get real-time data on what’s working now.
- Competitor Link Acquisition – iGaming is a fiercely competitive industry, and ranking well often comes down to who has the best links. Boogle analyzes competitors’ backlinks to pinpoint where they’re getting their SEO power, then finds a way to help our clients secure those same placements or even better ones.
- Advanced Filtering & Quality Control – Not all links are created equal. Our 30-point quality checklist ensures that every link meets strict SEO standards, covering factors like traffic manipulation, relevancy, and target country traffic. This is critical in iGaming, where compliance and authority matter just as much as rankings.
- Scaling What Others Can’t – Many agencies struggle to secure placements on top-ranking pages because it’s a slow, manual process. Boogle eliminates that bottleneck by using AI to automate outreach, track responses, and optimize success rates—allowing us to deliver high-quality backlinks faster and more efficiently.
If you book a call with us, we can also just guide you through the process and help your website get better links!
At the Prague Gaming & TECH Summit 2025, you will be making a Keynote Presentation titled “Game-Changing AI & SEO Strategies to Skyrocket Your Traffic.” Can you give us a sneak peek into the key insights and strategies you’ll be sharing with the audience?
Sure, let me share a little sneak peak!
I’ll be sharing real, battle-tested AI & SEO strategies from my decade of experience in SEO that help iGaming brands rank higher, attract more players, and drive real revenue.
You will walk away with tips to build better backlinks at scale, fix multi-market SEO and how to stay ahead on the SERP.
If you have any questions, there will be a Q&A session as well, and we will be having a booth at the conference too. I am excited to meet every attendee, speaker, and sponsors!
With Digital Web Solutions at the Prague Gaming & TECH Summit 2025, this year’s event promises invaluable insights into digital PR, SEO, and the evolving iGaming market. Don’t miss the opportunity to connect with industry leaders, gain exclusive market perspectives, and be part of the most dynamic gathering in the CEE region!
Join us on 25-26 March 2025 in Prague – Register now and explore the full agenda!
The post Mastering Digital PR in iGaming: Insights from Digital Web Solutions appeared first on European Gaming Industry News.
SOFTSWISS, a global tech company with over 15 years of experience in iGaming, partners with one of the leading education centres in the industry – Gaming Operations Academy. Anastasia Borovaya, Head of Affilka by SOFTSWISS, will be joining the Affiliate Management course as a guest lecturer.
The Affiliate Management course at the Gaming Operations Academy equips industry professionals with practical skills in affiliate recruitment, relationship management, and performance optimisation. Leveraging her extensive experience driving Affilka’s expansion and innovation, Anastasia will provide students with valuable insights into effective strategies and best practices in affiliate marketing.
Affilka by SOFTSWISS currently powers more than 440 brands and continues to expand its global footprint. With a 58% year-over-year increase in player registrations, the platform is recognised for its transparency, flexibility, and data-driven approach. Recent milestones include launching the Cohort Analysis Report, a powerful tool designed to enhance traffic evaluation and player behaviour analysis.
As a leading affiliate marketing platform, Affilka consistently delivers innovative solutions tailored to the needs of iGaming operators. With 10 years of experience in the iGaming industry and extensive professional expertise, Anastasia will share valuable insights into building successful affiliate programs and optimising partnerships for long-term success.
Commenting on her participation, Anastasia Borovaya stated: “Affiliate marketing is a dynamic and ever-evolving industry, and knowledge-sharing plays a crucial role in its development. Through this course, I look forward to helping professionals refine their strategies and maximise their affiliate program’s potential using the latest tools and insights.”
Affilka by SOFTSWISS remains committed to advancing the iGaming industry through education, innovation, and top-tier technological solutions. Anastasia’s involvement in the course underscores Affilka’s dedication to empowering professionals with the expertise needed to succeed in a competitive market.
Elaine Gardiner, Affiliate Management Academy Course Director, shared: “The Affiliate Management Masterclass is not just about theory. With over 16 years of hands-on experience in Affiliate Management and Program Management, it’s packed with real-life insights, proven strategies and practical advice you can start implementing straight away. We are proud to strengthen the upcoming course with the extensive expertise from Affilka by SOFTSWISS.”
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 27,800 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 counts over 2,000 employees.
The post Affilka by SOFTSWISS Joins Gaming Operations Academy appeared first on European Gaming Industry News.
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