SOFTSWISS has taken another step in strengthening its long-running collaboration with Google, expanding a partnership that has helped licensed iGaming operators improve compliant advertising and long-term market stability across more than 40 regulated jurisdictions. First launched in August 2024 as a 360-degree initiative, the effort has now developed into a broadened phase focused on making Google’s policy requirements more actionable for brands navigating a highly regulated industry.

Strong Performance Metrics Reflect Early Partnership Impact

The initial results of the collaboration suggest clear benefits for operators working with SOFTSWISS. Key brand indicators showed substantial growth across several campaigns, including a 50% uplift in brand awareness. The first Search Lift study conducted through the partnership demonstrated a 64% relative increase in organic brand searches, with subsequent Brand Lift analyses confirming the trend in multiple licensed markets.

Growth also varied depending on the campaign objective. Some programmes generated more than 40,000 new YouTube subscribers at costs ranging from €0.03 to €0.034 per subscriber. Other initiatives successfully reduced the cost per first deposit, signaling improvements in acquisition efficiency. A crucial advantage for SOFTSWISS partners has been the ability to plan advertising activities with greater consistency, avoiding the ad-blocking disruptions that frequently affect iGaming brands.

The expansion of the collaboration has reinforced SOFTSWISS’s position as a major partner for Google within the regulated gaming environment. The company continues to support operators in managing search, branding, and video campaigns that remain compliant with local and internal Google standards. According to SOFTSWISS, this is especially impactful for brands that previously faced ongoing challenges due to the sector’s strict advertising limitations.

Partnership Enters Educational Phase With New Webinars

A core component of the new phase is a series of educational programmes designed to help operators better understand and leverage Google’s advertising ecosystem. The first client webinar of 2025, titled How to Unlock Google for iGaming & Sports Products, introduced detailed guidance on several compliance-driven processes. The session covered how to obtain internal Google certification, how to navigate local licensing rules in regulated jurisdictions, how to build compliant ad campaigns step by step, and how to apply Google’s ABCD creative framework to improve YouTube brand engagement.

The webinar programme was created jointly by Google and SOFTSWISS to convert policy requirements into practical, operational steps for operators. It has become one of the partnership’s most important tools in helping brands maintain compliance while improving promotional effectiveness.

Aleksandra Serzhanovich, Head of Digital Marketing at SOFTSWISS, highlighted the value of the collaboration. “As we see in the reports, the insights from the Google team are immensely valuable to our partners,” she said in an official press release. Serzhanovich noted that the partnership works well because “Google delivers highly responsive support and ongoing knowledge sharing, while SOFTSWISS advises on advertising strategy and optimisation across licensed markets.” She added that working together enables both companies to “give clients the confidence to invest for the long term, backed by proven, effective approaches.”

Beyond its collaboration with Google, SOFTSWISS continues to position itself as a consultant and educator for the global iGaming market. The company recently published the fourth edition of its annual 2026 iGaming Trends Report, offering a data-driven assessment of the industry’s direction for operators, suppliers, and stakeholders. While separate from the Google partnership, this effort reflects SOFTSWISS’s broadened commitment to providing both strategic insight and operational guidance throughout the sector.