SOFTSWISS, a leading global technology provider for iGaming, has released its 2026 iGaming Trends Report in collaboration with NEXT.io. The fourth edition of this annual study provides a comprehensive look at where the sector is headed, helping operators, suppliers, and partners prepare for the next wave of industry change.
The report draws on feedback from over 350 iGaming professionals and the AI-based analysis of more than 120,000 media headlines. Combining independent research from Kantar with insights from 30 SOFTSWISS experts, it offers a detailed overview of global developments across technology, regulation, marketing, cybersecurity, and responsible gambling.
Among key findings, artificial intelligence continues to take centre stage. AI’s perceived importance rose to 8.41 out of 10, up from 8.15 the previous year, with 56% of surveyed firms naming AI integration among their top three business priorities.
Brand Power, Regulation, and Responsible Innovation
The study notes a sharp decline in influencer marketing dominance—down 10 percentage points since 2023—while player trust and brand reputation now outweigh bonuses in acquisition strategies. Marketing focus has shifted toward brand-led ecosystems that track metrics like Top of Mind awareness and Purchase Intent as long-term KPIs.
Regulatory frameworks are also evolving: Brazil, Finland, and France are moving toward competitive licensing, while the UK and Lithuania are tightening advertising rules. Meanwhile, regulators in Ontario and Greece now expect AI-based responsible gamingtools that monitor player behaviour in real time.
Cybersecurity remains a pressing issue, with phishing cases up 180% since 2023. Around 35% of smaller operators admit to lacking adequate cyber defences, revealing a growing link between data protection, trust, and player retention.
The Microtrends section explores early-stage innovations and includes case studies showing how forward-looking companies can seize these emerging opportunities. NEXT.io adds a regional perspective, detailing Europe’s recalibration, North America’s measured growth, South America’s compliance-led momentum, and Asia’s model of controlled innovation.
“In recent years, the sector has moved into maturity,” said Ivan Montik, Founder of SOFTSWISS. “What now matters is disciplined profitability, operational resilience, and the ability to deliver durable player value.”
SOFTSWISS will discuss the report’s insights during the 2026 iGaming Trends Marathon at the SiGMA Central Europe Summit on 5 November 2025, from 12:00 to 16:00.
Award-Winning Marketing Leadership
SOFTSWISS also took home theBest Marketing Campaign 2025 award at the SiGMA Central Europe Awards for its “Hungry for Success? Dive in with SOFTSWISS” campaign, first unveiled at ICE Barcelona 2025.
Centred on a shark motif symbolising precision and strength, the campaign featured a live art performance by Spanish street artist Slim Safont and achieved outstanding digital engagement across LinkedIn, Instagram, and Google Ads.
“‘Hungry for Success’ isn’t just a campaign – it’s our mindset,” said Valentina Bagniya, Chief Marketing Officer at SOFTSWISS. “It captures who we are as a brand: ambitious, brave, and determined to lead.”
The recognition follows earlier wins for“Cheers to 15 Years”at SiGMA Africa and multiple honours at the EGR Marketing & Innovation Awards, where Bagniya was named B2B Marketer of the Year.
Source:
“AI, Regulation, and Brand Power: SOFTSWISS 2026 Trends Report Reveals Where Industry is Heading”, Press Release. November 3, 2025
“SOFTSWISS Wins Best Marketing Campaign Award in iGaming”, Press Release, November 4, 2025
