Connect with us
SOFTSWISS

Central Europe

Slovakia: How iGaming sites can build traffic (second part)

Published

on

Slovakia: How iGaming sites can build traffic (second part)
Reading Time: 6 minutes

Let’s look at how the typical marketing strategies employed by iGaming firms can be applied to Slovakia.
Marketing strategies for operators and affiliates who want to apply for licence
If the laws do get changed, and you apply and receive a licence, then you will have access to the standard advantages.

These are:
The possibility to use Google Adwords PPC campaigns. I have found one of the top affiliates which is using Adwords on google.sk, and they seem to have complete control of this market right now. There are a lot of big keywords which they don’t even try to cover, so PPC could be worth exploring.
Greater advertising choices. Most of the big local sites use display advertising, and you must negotiate with the site directly (not with a network). If you can show you have a licence, then you will have a better chance of being accepted, as the site won’t have to worry about any advertising fines.

Similarly, a lot of the big native and display advertising networks do accept gambling adverts but often want to see a local licence before accepting them.

Marketing strategies for operators who don’t want/can’t wait to get a Slovak licence
With so many international operators seeming not to care about the potential fines, and Slovak ISPs and banks seemingly not blocking sites or payments, there will be a temptation for operators (and affiliates) to not bother waiting for a licence. This is especially likely with a proposed tax on revenue of 23% and considering the unstable political climate.
For those in this position, here are some strategies to gain a share of the Slovak market.

SEO
No good strategy in a market like Slovakia would be complete without some good old-fashioned SEO.
<rewrite>
Aside from building quality on-site content in the Slovak language, operators and new affiliates would obviously need to build links from quality local sites to their pages, to challenge the top spots.
Acquiring links from existing Slovak sites might be difficult, because of the potential €250,000 fine that the site owner might face. Foreign operators in Malta might not feel threatened by such fines, but a small amateur site owner in Bratislava is likely to take these threats very seriously. The situation for link-building in Slovakia is likely to be very similar to the one in Finland right now.
Slovakia therefore looks like the kind of market where you may need to run a quality Private Blog Network (PBN) to build rankings.

A potential PBN strategy for Slovakia

I would recommend a multi-tier structure, with the bottom tier being made up of expired .sk domains with positive metrics.
The content on these sites should be recreated as much as possible using the waybackmachine downloader tool. A new landing page would then be created with casino content in Slovak, and a link from that page to the upper tier sites.
These upper tier sites would be made up of expired .com or .eu domains, with positive metrics. The content would be changed to iGaming content in the Slovak language, with links to the money sites.
This mix would protect against the .sk sites being confiscated by Slovak authorities at any future stage, while still allowing for some local TLDs.
.sk domains no longer require to be registered to a Slovak business address, but anonymous ownership is not allowed, although some registrars will allow you to use their details. You can buy expired .sk domains at Webhouse.

Top keywords for your SEO strategy

Keyword research of the Slovak market shows that poker is still a popular subject in the country, as is roulette.
The data below is pulled from SEMRush and Google Trends, and shows the following suggested keywords to focus on (where available, monthly search volume is given).

Kasino: 1000
Poker Online: 880
Ruleta: 1000
Ruleta online: 210
Poker: 14800
Online Ruleta: 20
Kasino online: n/a
Hracie automaty: 15 – 100
Hracie automaty online: 0- 100
Online kasino: n/a
Hraj v online kasine: n/a
Online kasina: n/a
Hraj online: n/a
Stavky online: n/a
Online stavky: n/a
Stavkuj online: n/a
Online stavkovanie: 0 – 90
Vyhraj v online kasine: n/a
Ako vyhrat v online kasine: n/a

Right now, the top keywords seem to be mostly informational in nature, reflecting the newness of the Slovak market. The user intent seems to be about learning more about how to bet online, and not about which is the best casino.
Building landing pages with content focusing on satisfying these user intents seems to be the way to go for now. It might not convert immediately, but building trust is an important step at the top of any sales funnel.
There’s no surprise about who dominates the social network scene in Slovakia, with Facebook and Instagram both the most prominent.

Facebook’s targeting tools are second-to-none, but they require a big advertising spend before they will allow you to run gambling ads. In a small country like Slovakia, it probably isn’t going to be worth it.
However, gambling fan pages that aren’t too pushy should work well.
I see three basic ways of getting traffic from social media in Slovakia:

– Find a local influencer on FB or Instagram and get him or her to endorse your brand
– Start a FB group where people can swap tips, bonus offers etc.
– Start an Instagram account and send out a mix of funny gambling-related pictures/quotes, and offers such as welcome bonuses

Partner with existing Affiliates

Operators looking to gain a quick foothold in the Slovak market will naturally turn to the affiliates who are dominating the google.sk SERPs.
The current reluctance for these affiliates to partner with licenced local operators means there could be room for some negotiations.

Use Adwords even if you don’t have a licence
I have heard that some clever PPC ninjas use cloaking to display adverts in countries where they don’t have a licence. It sounds really risky to me, but if you have plenty of accounts that you don’t mind sacrificing, and don’t put landing pages directly on the money sites, then it might work.

Display

This form of banner advertising dominates the top local sites. Most of the big media sites will probably turn down gambling content because of the fear of fines.
That said, I know that one of the big names on the blacklist uses display advertising on one of the top 50 sites in Slovakia. I won’t name names, to protect both parties, but this shows it is possible.

Adult

Several of the top 50 sites are adult-themed and are part of the Trafficjunky network. The targeting options on Trafficjunky are excellent, allowing you to target even to the city level.
This could be useful in a diverse country like Slovakia. For example, Google Trends data shows that the hracie automaty (online slots) keyword is much more popular in the east of the country than the west. Similarly, you can target by gender, so you could perhaps offer games popular with women on the ‘female-friendly’ adult niche.
If you want to try the adult channel, you should know that visitors who are there for the free content tend to have low conversion rates. That could be a problem on a CPM model (as Trafficjunky is) as you might have to burn through a lot of cash to see results.
However, premium adult subscribers tend to convert a lot better, and Trafficjunky have several sites which offer these customers, making this network the perfect place to experiment.

Native

Unless you have been living under a rock for the last few years, you probably have been exposed to native advertising.
In contrast to display ad banners which leave no doubt they have a commercial intent; native ads aim to blend in with other articles on a site. Here’s an example of native advertising from the Times of Malta recently, alongside some classic display banners.

This form of advertising has become very popular in the English-speaking markets in recent years, especially on informational websites like online news, forums and other places where users come to consume information. However, it’s pretty new in Slovakia and not many publishers have signed up with the big networks (yet).
Native works well for binary options and other such financial niches. People are always on the lookout to make some money, and if you can create native adverts which claim to spill the secrets that the casinos don’t want you to know about, then this could be the perfect way to tap into the Slovak customer’s hunger for information.

The MGID ad network allows gambling content, and doesn’t specifically prohibit it in Slovakia, but you should check with them before trying this out.
Anybody thinking of entering the Slovak iGaming market will need to be flexible to deal with unstable and unreliable laws and regulations.

 

Written by: Ivana Flynn for Calvinayre.com. Ivana is a Malta-based SEO Consultant dedicated to helping iGaming operators and affiliates improve their organic search rankings. Her biggest professional passion is using SEO to break into new and tricky markets. In her spare time, she bakes, works out and plays with her cats.

Continue Reading
Advertisement




Prague Gaming & TECH Summit 2024

Central Europe

Spinomenal teams up with Slovakian market leader Niké

Published

on

Spinomenal teams up with Slovakian market leader Niké
Reading Time: < 1 minute

 

Spinomenal, the  leading iGaming content provider, has agreed a new content partnership with Slovakian giant, Niké. The integration will be completed via the Easit platform, part of Synot Group.

As one of Slovakia’s star performers, joining forces with Niké enables Spinomenal to amplify its presence in the region. Niké’s casino players will have seamless access to Spinomenal’s stunning selection of titles, which includes big hitters Queen of Ice, Wildfire Fruits, and Wacky Monkey.

Lior Shvartz, CEO for Spinomenal commented: “Teaming up with Niké adds momentum to our ongoing mission of increasing our presence within regulated markets. We’re buoyed by the chance to showcase our games to more players within Slovakia.”

Jan Pecha, Casino Director for N I K É added: “The collaboration aims to leverage the unique strengths and expertise of each company, fostering a synergistic relationship that will propel both entities to new heights. By combining forces, N I K É and Spinomenal are poised to deliver unparalleled value to their clients.”

Continue Reading

Central Europe

HIPTHER’s Prague Gaming & TECH Summit 2024 Boasts All-star Sponsors and Record Registrations

Published

on

HIPTHER’s Prague Gaming & TECH Summit 2024 Boasts All-star Sponsors and Record Registrations
Reading Time: 3 minutes

 

HIPTHER, leading event organizers for the iGaming and Technology industries, are thrilled to announce that the 2024 edition of their Prague Gaming & TECH Summit has reached an all-time record of registrations and renowned Speakers participations, while being supported by a star-studded lineup of Sponsors from the sectors of iGaming, Compliance, and Web3.

Prague Gaming & TECH Summit 2024 will be the 8th edition of HIPTHER’s boutique conference that stands proudly in the heart of Europe as the pioneering event merging the future of iGaming and Technology. HIPTHER’s guiding principle for 2024,“Via Infinita” – the boundless journey of discovery – set the tone for the conference to reach new heights.

On March 25th, #hipthers will be welcoming more than 250 registered participants and over 90 speakers, sponsored by renowned companies from iGaming, compliance, and technology.

 

Sponsors Spotlight: The Companies Supporting Prague Gaming & TECH Summit 2024

HIPTHER is proud and humbled to have received increased Sponsorship interest by the gaming and technology ecosystems, gaining the support of innovative and successful companies. The #hipthers are thankful to these amazing sponsors for their invaluable contribution to the Premier iGaming & Tech Event in CEE, the Balkans, and D-A-CH regions:

GR8 Tech – Main Stage Sponsor

GR8 Tech is an International iGaming provider of high-performance Sportsbook and Casino platforms.

Atlas-IAC – Bracelet and Badge Sponsor

Atlas-IAC is a next-generation platform for iGaming operators, built by a team of industry professionals with key development offices in Europe.

SYNOT Games – Lanyards Sponsor

SYNOT Games is an innovative iGaming company crafting visually stunning and highly playable original slots, boasting 130+ titles in several jurisdictions.

NSoft – Pen and Paper Sponsor

NSoft is a B2B software development company specializing in custom software solutions for the iGaming industry.

Endorphina – Party Sponsor of the Endorphina Club 777 Networking Party

Endorphina is a top slot game provider for online casinos, captivating diverse markets by prioritizing player engagement.

Relax Gaming – Wellness & Relaxation Sponsor

Relax Gaming Group simplifies B2B content delivery for modern iGaming companies through a vast portfolio of 1000+ casino games.

Pixpel – Delegates Bag Sponsor

Pixpel.io is a multiplatform specialized to provide all-around services for the Web3 community.

Nordic Gambling – Scandinavian Legal Expertise Sponsor

Nordic Gambling is the only legal firm in the Nordic countries which specialises in gambling related law such as licensing, compliance advice and public affairs.

Gaming in Poland | RM Legal – CEE Legal Expertise Sponsor

Gaming in Poland is the only company in Poland offering multidisciplinary support for gambling industry entities operating in the Polish market.

Institute for Gambling Regulation (IFGR) Czech Republic – Strategic Partner

IFGR is the largest national professional association in the field of gambling, representing 95% of the legal gambling market in the Czech Republic.

Find out more information about the Sponsors at the official Prague Gaming & TECH Summit website

Zoltan Tuendik, Co-founder of organizing company HIPTHER, commented about the record-breaking numbers of the Prague Gaming & TECH Summit for 2024:

“As we approach another edition, the Summit continues to embody our commitment to innovation, collaboration, and the exploration of future frontiers. It’s a testament to the power of community and the endless possibilities when we come together to shape the future”.

HIPTHER is looking forward to welcoming the distinguished 250+ participants of the Prague Gaming & TECH Summit, including top-tier executives, compliance experts, government officials, and thought leaders across iGaming, eSports, Blockchain, Artificial Intelligence, Fintech, Virtual/Augmented/Mixed Reality, for an extraordinary experience of learning and networking!

There is a limited number of spaces still available – Register Now and Join us in Prague!

Continue Reading

Central Europe

HIPTHER’s Prague Gaming & TECH Summit 2024 reaches new milestones with record registrations and prominent sponsors

Published

on

HIPTHER's Prague Gaming & TECH Summit 2024 reaches new milestones with record registrations and prominent sponsors
Reading Time: < 1 minute

 

HIPTHER, a leading event organiser for the iGaming and Technology industries, is proud to announce that the 2024 edition of their Prague Gaming & TECH Summit has achieved record-breaking registrations and secured the support of renowned sponsors from the iGaming, compliance, and Web3 sectors.

The Prague Gaming & TECH Summit 2024, the eighth edition of HIPTHER’s boutique conference, stands as the pioneering event in the heart of Europe, merging the future of iGaming and Technology. Guided by the principle ‘Via Infinita’ – the boundless journey of discovery – the conference is set to reach new heights.

On March 25th, #hipthers will welcome more than 250 registered participants and over 90 speakers, sponsored by distinguished companies from iGaming, compliance, and technology.

HIPTHER is honoured to have received increased sponsorship interest from the gaming and technology ecosystems. The #hipthers express their gratitude to GR8 Tech, Atlas-IAC, SYNOT Games, NSoft, Endorphina, Relax Gaming, Pixpel, Nordic Gambling, Gaming in Poland and the Institute for Gambling Regulation in the Czech Repulic for their invaluable contribution to the premier iGaming and tech event in Central and Eastern Europe, the Balkans, and Germany, Austria and Switzerland (D-A-CH) regions.

Zoltán Tűndik, Co-founder of HIPTHER, the company behind the Prague Gaming & TECH Summit, said: “As we approach another edition, the Summit continues to embody our commitment to innovation, collaboration, and the exploration of future frontiers. It’s a testament to the power of community and the endless possibilities when we come together to shape the future.”

HIPTHER looks forward to welcoming the distinguished 250+ participants of the Prague Gaming & TECH Summit, including top-tier executives, compliance experts, government officials, and thought leaders across iGaming, eSports, Blockchain, Artificial Intelligence, Fintech, Virtual/Augmented/Mixed Reality, for an extraordinary experience of learning and networking!

 

Continue Reading
Advertisement
Alpha Affiliates
Advertisement

EveryMatrix

Advertisement

Launch your iGaming business swiftly and effortlessly with our comprehensive turnkey solutions

Trending

Get it on Google Play

EuropeanGaming.eu is a premier online platform that serves as a leading information hub for the gaming and gambling industry. This industry-centric media outlet reaches over 200,000 readers monthly, providing them with compelling content, the latest news, and deep-dive insights.

Offering comprehensive coverage on all aspects of the gaming sector, EuropeanGaming.eu includes online and land-based gaming, betting, esports, regulatory and compliance updates, and technological advancements. Regular features encompass daily news articles, press releases, exclusive interviews, and insightful event reports.

The platform also hosts industry-relevant virtual meetups and conferences, and provides detailed reports, making it a one-stop resource for anyone seeking information about operators, suppliers, regulators, and professional services in the European gaming market. The portal's primary goal is to keep its extensive reader base updated on the latest happenings, trends, and developments within the gaming and gambling sector, with an emphasis on the European market while also covering pertinent global news. It's an indispensable resource for gaming professionals, operators, and enthusiasts alike.

Contact us: [email protected]

Editorial / PR Submissions: [email protected]

Copyright © 2015 - 2024 - European Gaming is part of HIPTHER. Registered in Romania under Proshirt SRL, Company number: 2134306, EU VAT ID: RO21343605. Office address: Blvd. 1 Decembrie 1918 nr.5, Targu Mures, Romania

We are constantly showing banners about important news regarding events and product launches. Please turn AdBlock off in order to see these areas.