SOFTSWISS, a global tech company with over 15 years of experience in iGaming, introduces a new Geo-Distributed Redirect feature of Affilka by SOFTSWISS that helps operators improve engagement and conversion rates by reducing user redirect times.

The Geo-Distributed Redirect feature intelligently routes users to destination landing pages via regional clusters closest to their location. This geo-optimised infrastructure minimises redirect times, increasing successful website visits from referral links. The feature is designed for seamless scalability across multiple regions and enhances performance globally, wherever needed.

With the new feature, Affilka by SOFTSWISS reduced redirect duration by 2.5 to 5 times. At one of the regions, for example, extensive simulated tests showed a decrease in redirect times for users from 1.5 seconds to 300-500 milliseconds – this is one of the fastest responses available in the market. As a result, the feature implementation leads to a 3.5% to 7% growth in users successfully reaching casino sites. This increase in site traffic, in turn, directly contributes to more registrations and deposits.

The Geo-Distributed Redirect feature boosts conversions, accelerates redirects,  enhances fault tolerance and high availability, and improves service reliability for users globally. Even during unexpected challenges, the system dynamically reroutes traffic to alternative resources, ensuring a seamless experience.

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Gleb Bichan, Product Lead at Affilka by SOFTSWISS, shares his excitement: “With the launch of our Geo-Distributed Redirect feature, we are addressing the needs of clients targeting users worldwide. By reducing redirection times and increasing reliability, we enable our partners to deliver a superior user experience that drives traffic delivery and conversions. This feature is a significant improvement for customers looking to expand their global reach.”

Along with affiliate marketing, SEO website advancement helps operators promote their projects. Considering this, SOFTSWISS issued a comprehensive Casino SEO Audit: The Ultimate Guide, providing tips for increasing any iGaming project’s visibility.

The SOFTSWISS team looks forward to sharing the details of the Geo-Distributed Redirect feature and other product updates at the upcoming SiGMA Europe Expo. Current and potential partners can book a meeting with company representatives at stand 2145 through the contact form.

About SOFTSWISS

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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.

Moloco, a leader in operational machine learning (ML) and performance advertising, announced the results of a new research study, Beyond Borders: Mobile Gaming Insights for Global which shows that mobile gaming app marketers are overly focused on a limited number of countries. The research suggests that mobile gaming app marketers around the world may be missing out on hidden opportunities in additional countries that would accelerate user acquisition (UA), tap into high-value users, and drive significant growth.

“This research intends to inspire marketers to think outside of their comfort zone. The hyperconcentration of advertising spend in a few countries creates a huge opportunity to uncover high-value users in new global markets that can be unlocked through targeted user acquisition strategies. Perhaps there is some bias that is creating a self-fulfilling prophecy as marketers focus their spend too narrowly. The key learning from this research is that marketers may be missing out on opportunities to capture users of value and that constant experimentation of new audiences is essential as global markets evolve,” said Tom Shadbolt, Senior Insights Manager, Moloco.

The study revealed that:

• 71% of mobile gaming app marketing spend is highly concentrated in 10 countries. In addition, around 40% of spend is directed towards ads in the US alone. The UK comes in second with 6% of the total spend, followed by Germany at 5%, and Japan at 4%. For this analysis, Moloco considered marketing spend that is primarily focused on user acquisition efforts related to in-app purchases (IAP).

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• US-based mobile gaming app marketers direct 60% of their user acquisition spend to North America (US, Canada, and Mexico). When combining spend in both North America and Europe, that number increases to 82%, which indicates potential opportunity for user acquisition in other regions, particularly Asia Pacific.

• Mobile gaming app marketers in China are leading the way in diversifying global marketing spend and growth. As an export-oriented market that aims to acquire users outside of the home country, China is ahead in terms of diversified global growth. Only 36% of spend is directed at the US, Canada and Mexico with greater relative spend in Europe, Asia Pacific and other global markets.

• High-value users exist beyond geographic boundaries. 70-85% of in-app purchase revenue is driven by the top 10% of payers in each market that was researched. Distribution of payer value is relatively consistent across markets and genres indicating potential for expansion with targeted user acquisition strategies.

• Paid user acquisition can unlock opportunities in new markets. While paid user acquisition is most scalable in countries that receive significant marketing spend such as the US, Japan, and South Korea, there are pockets of opportunity to target high-value users in countries such as Brazil, Greece, Iceland, Netherlands, the United Arab Emirates, and South Africa.

“It’s tempting to focus on large markets because they’re familiar and marketers are used to advertising there. However, there is significant opportunity beyond these traditional markets where the competition is lower and hitting your KPIs can be much more efficient,” said Sarah Yamanouchi, Head of Growth Marketing at Rec Room, the publisher of a popular free online multiplayer game.

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Caesars Entertainment has announced that it has entered into an agreement to sell the LINQ Promenade to a joint venture to be formed between TPG Real Estate (TPG) and the Investment Management Platform of Acadia Realty Trust (Acadia) for $275 million. The sale is subject to customary approvals and other closing conditions and is expected to close during the fourth quarter 2024.

“The sale of the LINQ Promenade represents an accretive, non-core asset sale that will accelerate our debt reduction goals. I want to thank all the team members and the tenants of the LINQ Promenade for their partnership over the last 10 years and wish them continued success,” said Tom Reeg, CEO of Caesars Entertainment.

Latham & Watkins LLP and Brownstein Hyatt Farber and Schreck, LLP represented Caesars on the transaction. Kirkland & Ellis LLP provided transaction counsel to TPG & Acadia.