SOFTSWISS, a global innovator in iGaming technology, has unveiled its 2026 iGaming Trends Report, produced in partnership with NEXT.io. The fourth edition of this annual study provides operators, suppliers, and stakeholders with an evidence-based guide to navigating the evolving iGaming market.
This year’s report combines insights from over 350 industry professionals with AI-powered analysis of 120,000 media headlines, supplemented by Kantar’s independent research and the expertise of 30 SOFTSWISS specialists. The result is a detailed snapshot of trends influencing technology, regulation, marketing, cybersecurity, and responsible gaming across key global regions.
Artificial intelligence emerges as a central driver of change, with 56% of respondents citing AI integration among their top three priorities and the sector rating its importance at 8.41 out of 10—up from 8.15 in 2024.
Shifting Priorities: Brand, Regulation, and Player Protection
A notable evolution in marketing priorities is highlighted in the report. Influence-driven campaigns have declined by 10 percentage points since 2023, while brand reputation and player trust now exert greater influence than traditional bonuses. Operators are increasingly tracking brand equity metrics, such as Top of Mind and Purchase Intent, signalling a move toward long-term, brand-led growth strategies.
On the regulatory front, emerging and established markets are evolving rapidly. Brazil, Finland, and France are adopting competitive licensing frameworks, while countries including the UK and Lithuania implement stricter advertising controls. Additionally, AI-powered tools for responsible gaming are increasingly expected by regulators, with jurisdictions such as Ontario and Greece requiring real-time monitoring of at-risk player behaviour.
Cybersecurity challenges remain acute. Phishing attacks have risen by 180% since 2023, and 35% of smaller operators report insufficient cyber resilience. The findings underscore the growing link between trust, compliance, and player retention in an increasingly digital market.
The report introduces a Microtrends section, highlighting early-stage ideas and emerging patterns with near-term potential. Each trend is illustrated with case studies to show how proactive operators can leverage developments before mainstream adoption. NEXT.io provides a regional lens, examining Europe’s market recalibration, North America’s steady growth, South America’s compliance-focused approach, and Asia’s controlled innovation environment.
“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.”
Marketing Excellence Recognised
Alongside its analytical achievements, SOFTSWISS earned the Best Marketing Campaign 2025 award at the SiGMA Central Europe Awards for “Hungry for Success? Dive in with SOFTSWISS”, originally presented at ICE Barcelona 2025.
The campaign’s shark motif symbolised precision and ambition, while a live mural by Spanish street artist Slim Safont engaged attendees and amplified the campaign’s narrative. Digital channels, including LinkedIn, Instagram, and Google Ads, reported outstanding engagement and visibility.
“‘Hungry for Success’ isn’t just a campaign – it’s our mindset,” said Valentina Bagniya, Chief Marketing Officer.“It captures who we are as a brand: ambitious, brave, and determined to lead.”
This accolade follows previous honours for SOFTSWISS, including Cheers to 15 Years at SiGMA Africa and multiple EGR Marketing & Innovation Awards, cementing the company’s reputation for combining analytical insight with creative marketing leadership.
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
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