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SOFTSWISS Enhances Player Experience with Mobile UX Control and AI-Driven Localisation
SOFTSWISS continues to strengthen its focus on player-centric innovation by rolling out two updates to its Game Aggregator, the largest content hub with a portfolio of over 30,000 games. These updates – a mobile-specific UI feature and a scalable AI-powered localisation system – aim to enhance accessibility, personalisation, and user experience.
While mobile gaming has long been the leading channel for iGaming engagement, evolving player expectations and regional diversification continue to shape the development of new tools and features. According to data from H2 Gambling Capital, iGB’s principal data partner, mobile gaming is projected to grow at a 14.9% annual rate in iGaming. In 2024, 59.5% of global mobile gross win came from betting, while 31.5% was driven by casino games. The same source indicates that casino games are projected to outpace betting in growth, with a compound annual growth rate of 18%, compared to 14% for betting.
SOFTSWISS’ Mobile UX control gives operators more control over how games appear on mobile devices. Previously, some mobile games launched in full-screen mode by default, hiding the casino interface and key navigation elements such as the exit button. Now, operators can request the deactivation of this automatic full-screen mode. This change allows the casino interface to remain visible, supporting brand consistency and improving overall usability for mobile players.
The second update, the AI Localisation Tool, is now available in the Game Aggregator’s back office. The new “Localisation” tab enables instant content translation into multiple languages. Operators can review, edit, and set default language versions for each region, streamlining the launch of regional campaigns and significantly reducing manual work. This feature is compatible with both desktop and mobile content, ensuring a consistent, localised experience for players worldwide. By combining AI efficiency with the flexibility to refine translations, operators can ensure their messaging is relevant, compliant, and on-brand in any market. Localisation has been highlighted as one of the key trends shaping iGaming in 2025, according to the iGaming Trends Report by SOFTSWISS.
The SOFTSWISS tool empowers brands to scale faster and deliver compliant, engaging content tailored to regional audiences, aligning with what industry analysts view as a critical success factor for the coming year.
“As SOFTSWISS grows globally, we encounter a wider spectrum of player needs, regulatory frameworks, and device usage patterns. Mobile-first development and localisation have long guided our Game Aggregator strategy. With these updates, we empower our partners to scale faster and deliver more relevant, high-performing experiences,” said Tatyana Kaminskaya, Head of SOFTSWISS Game Aggregator.
The SOFTSWISS team will be available to discuss the latest trends and explore collaboration opportunities in iGaming at iGB L!VE 2025, held on 2–3 July in London.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS complies with 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 30,000 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 Enhances Player Experience with Mobile UX Control and AI-Driven Localisation appeared first on European Gaming Industry News.
Carlo Santarelli
Gaming and Leisure Properties Inc. Names Carlo Santarelli Senior Vice President, Corporate Strategy and Investor Relations

Gaming and Leisure Properties Inc. announced that Carlo Santarelli has been appointed Senior Vice President, Corporate Strategy and Investor Relations, a new position at the Company. Mr. Santarelli will begin his new position on August 18, 2025 and will report to GLPI President and Chief Operating Officer, Brandon Moore.
Mr. Santarelli brings over 25 years of Wall Street experience in Equity Research and Investment Banking to his new role and joins the Company from Deutsche Bank where he was Managing Director of Gaming & Lodging Equity Research. Prior to Deutsche Bank, Mr. Santarelli held similar positions at Bear Stearns, JP Morgan and Wells Fargo. He consistently ranked highly in Institutional Investor and other sell-side analyst research polls as a thought leader in the space, providing unique perspectives on industry events and trends with his data-driven approach and stock picking talent. Carlo Santarelli graduated from the University of Pennsylvania with a B.A. in Economics in 2000.
Peter Carlino, Chairman and Chief Executive Officer of GLPI, said: “We’ve known and respected Carlo’s research work on the gaming, lodging and gaming REIT sectors for many years. Carlo brings to GLPI an in-depth knowledge of the industry and its participants, having experienced GLPI’s original formation of the gaming triple-net-REIT structure from a research analyst and capital markets perspective. We value his deep network of contacts among institutional investors, sell-side analysts and a wide range of gaming industry operators and we look forward to the value of his contributions.”
In his new role, Mr. Santarelli will work with Mr. Carlino and GLPI’s senior management to develop and evaluate growth opportunities and strategic relationships, and will oversee investor relations interactions.
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Industry News
VIP Play Announces Departure of Chief Financial Officer

VIP Play, a technology-driven leader in interactive consumer engagement, announced that Jim Mackey, the Company’s Chief Financial Officer, will step down from his role, effective August 8, 2025.
The Company has initiated a transition process and is in the process of identifying a successor. Mackey will assist in an orderly transition over the coming weeks.
“We thank Jim for his contributions to the Company, particularly during a transformative period for our business. We remain focused on executing our strategic priorities, including financial visibility, operating efficiency, and delivering value to our stakeholders,” said Les Ottolenghi, CEO of VIP Play.
The post VIP Play Announces Departure of Chief Financial Officer appeared first on Gaming and Gambling Industry in the Americas.
eSports
Esports Charts Becomes Official Viewership Analytics Partner of StarLadder Budapest Major 2025

Esports Charts, the leading esports viewership analytics provider, has partnered with StarLadder, a pioneering tournament organiser. The Budapest Major 2025 marks a highly anticipated comeback for StarLadder, as it is their first Counter-Strike Major since 2019 and a significant return to the top-tier esports arena.
As the official analytics partner of the StarLadder Budapest Major 2025, Esports Charts will provide comprehensive, real-time audience data and insights throughout the event. This will empower organisers, teams, sponsors and fans with unparalleled transparency and a deeper understanding of the tournament’s global reach.
Artyom Odintsov, Co-founder and CEO of Esports Charts, said: “We are thrilled and proud to provide viewership analytics for StarLadder for the Budapest Major 2025. Since both Esports Charts and StarLadder are Ukraine-born companies, we share similar values and deal with similar challenges, which brings us even closer.
“It’s genuinely exciting to follow how viewership will develop at this Major. But knowing the expertise, drive, and passion that the organizers are bringing, I have no doubt we’ll witness some incredible things happen in Budapest.
“Esports Charts has always been driven by a mission to provide the esports community with accurate, actionable data, and we look forward to showcasing the impact and audience engagement of this world-class event.”
StarLadder has been a driving force in global esports for almost 15 years now, since hosting its first tournaments in 2011. Renowned for its innovation and reliability, the company has organised some of the industry’s most iconic events. These include the StarLadder Berlin Major 2019, which accumulated over 44 million hours watched and remains in the top 10 CS events by this metric, and the legendary StarSeries tournaments which started back in 2012.
Viacheslav Shcherbakov, Sales and Partnerships at StarLadder, said: “We’ve been working with Esports Charts since their founding and have always valued their professionalism and integrity. In a market where reliable data is essential, Esports Charts provides honest, transparent numbers, exactly the kind of insights sponsors and stakeholders rely on when assessing the potential reach of a World Championship event.
“We’re confident that this partnership will result in a high-quality analysis of our tournament’s performance and the audience data we’ll report to our partners. It’s a collaboration built on trust, shared values, and a deep understanding of what it takes to elevate esports to the next level.”
The Starladder Budapest Major 2025 will be held from November 24 to December 14 in Budapest, Hungary. The event will bring together the world’s top 32 Counter-Strike 2 teams to compete for a $1.25 million prize pool and one of the most prestigious titles in esports.
The post Esports Charts Becomes Official Viewership Analytics Partner of StarLadder Budapest Major 2025 appeared first on European Gaming Industry News.
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