SOFTSWISS CMO Reveals Key Market Trends Shaping iGaming 2026

SOFTSWISS has published a detailed video update featuring insights from its 2026 iGaming Trends report, positioning the company at the centre of strategic industry forecasting. In the update, CMO Valentina Bagniya highlights the increased importance of data-led research and structured adaptation as key foundations for competitive success in the coming year. She explains that the latest report provides clarity on the major forces influencing the global iGaming ecosystem, including the accelerating role of AI, shifting marketing priorities, and the measurable impact of responsible-gambling communication.

Bagniya underscores the organisation’s commitment to delivering insights that operators and suppliers can translate into practical actions. Each trend included in the 2026 report is paired with concrete implementation pathways, ensuring that businesses are equipped to respond to market changes rather than simply track them. She emphasises that trends only gain value when converted into decisions, behaviours, and measurable results, marking a shift from passive observation to proactive strategy.

The 2026 edition builds on the success of previous reports, with last year’s version achieving over 13,000 downloads and strong industry recognition. This year’s report is based on more than 350 in-depth interviews with iGaming professionals, two waves of quantitative market research conducted by Kantar, and a comprehensive analysis of over 120,000 global media headlines. First presented at SiGMA Central Europe and discussed during the iGaming Trends Marathon, the research has already generated significant interest across the sector.

Bagniya, who recently earned the Marketer of the Year title at the EGR Marketing & Innovation Awards, states that the study focuses on what is proven and delivering value today. As operators prepare their strategies for 2026, the report provides a reliable framework for informed decision-making.