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This year marked significant progress for the SOFTSWISS marketing function – new initiatives, new markets, and recognition through four major marketing awards, including Marketer of the Year and B2B Marketing Team of the Year. To better understand your path as a leader, let’s go back to where it all began. What brought you into marketing, and what ultimately inspired your move into iGaming?

Oh, this question takes me way back. I grew up in a family where both of my parents studied in the Faculty of Philosophy. So, when it came time for me to choose a university and a field of study, their academic background definitely played a role – it stayed with me and influenced my thinking. That’s why I also decided to apply to the Faculty of Philosophy.

But I never really saw myself as a philosopher. One of the departments within the faculty was quite new – it had only been established a few years earlier. It was called ‘Information and Communication’. When I read the programme description and visited the university for the open day, I realised that the department was closely connected to advertising, marketing, and PR. And that sparked a huge interest in me. I thought, “This is great – I should give it a try!” Back then, I honestly thought marketing was mostly about creating commercials. That was the image I had.

So that’s how I ended up studying at the Faculty of Philosophy, in the Information and Communication department – and that’s where I got my first real introduction to marketing. Though in reality, I didn’t go into pure marketing right after graduation. My first job was actually in analytics. I worked as an analyst first in a consulting company, and then at British American Tobacco. 

To be honest, I think that was probably the best possible starting point for someone entering the marketing field. Understanding the value of data and analytics is absolutely critical and fosters strategic thinking. Many people, even those working in the industry, still see marketing primarily as something purely creative and imaginative. But to create truly impactful campaigns, you have to work precisely with numbers, data, and research. You must think about the strategy based on the data first, and only after that, think about the bright execution.

So,I could say my parents led me into marketing.

Leading a marketing team of more than 70 people at SOFTSWISS requires a thoughtful approach to talent management. What qualities do you prioritise when shaping a team of this scale?

Let’s probably start with the basics.  

At the foundation of any strong team are professionals who are capable of doing their jobs well. That’s why it’s important for me to make sure that the people I bring onto the team possess the necessary hard skills in their respective fields.

However, even more important to me are personal traits and qualities. There are a few things I pay particular attention to.  

First and foremost – responsibility: the ability to take ownership of one’s actions, decisions, and their consequences, and to understand how those decisions affect the company, our clients, and the team as a whole. 

Second – ambition. To me, being ambitious means not settling for the safe or easy route. It’s about setting bold goals and having the drive to achieve them. I truly believe that ambitious people drive progress – they push themselves and others forward, helping the company grow and achieve meaningful results.  

Closely related to this is a results-oriented mindset. It’s easy to fall into a routine of just completing tasks, forgetting that each task exists to serve a bigger purpose: to create an impact for the business. A bold, creative campaign might look great on the surface, but what really matters is whether it delivered business results and made a tangible difference. So I would even rephrase that: it’s not just about focusing on results – it’s about understanding what those results mean for the business and aligning your actions with that. 

When we talk about building a team, I also consider collaboration and team cohesion. In a large team, it’s critical to understand that there aren’t just “my” goals or “someone else’s” goals – there are our goals. Supporting one another and working as a unified whole is essential. Team members who are engaged and involved contribute to high performance and shared success.

I also value qualities like curiosity, because without the desire to learn, ask questions, and explore new ideas, it’s hard to grow. I look for creativity, the ability to go beyond the obvious, to bring fresh perspectives and non-standard solutions. And finally, I’d add proactiveness and courage, which in many ways go hand in hand with ambition.  These are the key qualities I look for when I’m building a team.

What inspires you?

What inspires me?  

I’d probably name two things. The first is the people I work with. This includes my leaders, those who set ambitious goals, grant their trust and support in the process of achieving them, and give me space to evolve. And of course, it’s my team, the people I work with every single day. Watching how they overcome challenges and grow beyond what they thought was possible is incredibly energising. Sometimes they don’t even believe they can do something – and then they face their fears, push through, and deliver amazing results. That kind of transformation truly inspires me.

Second – I’m naturally a goal-driven person. I’m deeply inspired by achievement – both my team’s and my own. iGaming is an industry where you see the impact almost immediately – the feedback loop is fast, the competition strong, and the bar always rising. That energy is inspiring.

So yes – it’s the people and the results we achieve together that inspire me the most.

Let’s talk about a couple of projects/work you are proud of. What makes them special to you?

Well, I’d say the one I’m most proud of is the team I’ve built from scratch at the company where I currently work. This team played a key role in helping me elevate SOFTSWISS from a local brand to the international stage, turning it into one of the most respected and influential names in the iGaming industry. 

When it comes to marketing campaigns that stand out and make me proud, one in particular comes to mind: our “Bringing the Heat” campaign. It was a game-changer – it challenged the more traditional approach in B2B iGaming marketing and helped SOFTSWISS take the lead.

The campaign received multiple awards, and its strength came from two factors. First, we used an unconventional creative approach – something you’d typically see in FMCG or emotional consumer brands, not in B2B tech. It was bold, vivid, and emotionally engaging.

Second, the channel mix we used was truly unique for the B2B space. Instead of relying solely on traditional digital channels, direct mail, and sales outreach, we took into account the unique character of the Maltese market, where the campaign was launched. Given that a significant portion of the population in Malta works in iGaming, we decided to go much broader – incorporating out-of-home advertising, radio, and even BTL activations.

The result? A significant boost in brand awareness and – just as importantly – in actual business results. Today, this campaign is seen as a benchmark in B2B marketing within iGaming, and we’ve already noticed other companies following the same path.

What advice would you give to people starting out in the industry today?

I have a pretty long list, but it’s doable, believe me.

• Develop strategic thinking and the ability to think big.
• Enhance your emotional intelligence to establish effective relationships with key stakeholders and empower your team. 
• Be proactive and persistent – this will help you achieve the hardest goals.
• Develop adaptability and the ability to pivot and navigate uncertainty when the context changes.  
• Be technology and analytics-savvy. 
• Learn from everything and everywhere, especially from mistakes, whether your own or others’, as this is about creating and cultivating a growth mindset. 
• Attend industry events, learn how different markets work. 
• And don’t underestimate the importance of understanding compliance and regulations. They shape how marketing can and should function in iGaming.

What challenges and opportunities do you see for marketing teams in iGaming going forward?

Marketing today faces a paradoxical situation: we’ve never had more tools, channels, and data – and yet never faced more complexity in connecting meaningfully with people.

The biggest challenge? Consistency.

The pace of change tempts teams to chase everything – every trend, every new platform, every buzzword. 

But the brands that win will be the ones that simplify. That stands for something clear, consistent, and relevant across markets and generations. Focus and consistency are the new superpowers.

Another challenge is trust.

Consumers and customers are more sceptical than ever, especially in iGaming. One misstep can become global in minutes. So building brand trust is not a campaign – it’s a discipline. And it must be rooted in real action: in how we show up, the values we live by, and the impact we create.

The opportunity? 

To continue with the classic way of marketing, where strategy comes first. Marketing teams that combine creativity, empathy, and strategic focus with smart use of technology won’t just adapt – they’ll lead. 

The post Inside the Mind of an Industry Leader: SOFTSWISS CMO Valentina Bagniya on Team Building, Creativity, and Global Growth appeared first on European Gaming Industry News.

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Vision & Motivation

You mentioned this was a “pipedream 10 years in the making.” What finally gave you the push to take the leap into owning and rebuilding an affiliate site?

It was always a dream of mine to have my own business and ‘be my own boss’ so to speak. I’ve taken an interest in the iGaming sector from a very young age and I knew this was instantly a passion of mine. What gave me the impetus to take the leap was twofold. The first being that I had been delaying this for too long, I decided that this is it, I will take the leap of fate and live and die by my decisions. The Second being I wanted to get out of the monotonous 9-5 routine. Having a young family, I want to prioritise spending as much time with them as possible. Doing this has allowed me to do that.

What does success look like for you with CasinoBonus360—not just in terms of traffic or revenue, but in how the brand is perceived by users?

Taking the site back to its glory days of the late 2010s, having witnessed first hand the success of this whilst at my former role within Catena Media, I know its potential is through the roof. I want CB360 to be a trusted, well reviewed site that users can check out all brands with confidence that this is not just a money grab. The users are being put first.

Why is trust such a central pillar in your vision for the site? What do you think has eroded trust in this space, and how do you plan to rebuild it?

Trust is at an all time low in this industry, scams are everywhere you look. As a consumer, this is evident in all forms of the gambling industry. I want to right the wrongs of others and attempt to restore the faith back to what it once was. We plan to rebuild it through various means, such as delivering a top quality service to all our new and existing users. One that is meaningful and long lasting. This will triumph over any quick financial gain.

Editorial Direction & Content Strategy

You’ve emphasized tougher editorial standards and evergreen content. What does your editorial process look like now compared to the previous version of the site?

We are not comparing ourselves to anyone else because we do not know how other teams operated. The shift has to happen inside the own workflow. In the past, things were faster, more intuitive and less documented. Today the process is far more deliberate with clear research steps, structured fact checking, internal reviews, consistent criteria and a final quality pass. It is a more mature and more disciplined version of how we used to work, still personal but with higher standards and better control.

How are you ensuring your reviews and guides are genuinely useful to users rather than just SEO-driven?

We start with real user questions and not with keyword lists. Every claim needs a source or a test reference. If a keyword does not fit naturally, we leave it out. The content must read smoothly and help the reader get clarity and make a decision. Useful content performs better in the long run than keyword tactics.

Can you walk us through how your team scores or tests casinos? What makes your approach different from competitors’?

We play for real. We register, verify, deposit, withdraw and talk to support. We score what happens, not what is promised. No gut ratings and no hidden deals. Every score follows the same criteria and the same pressure test. If a casino fails on trust or transparency, it gets called out.

What are some examples of content you’ve either removed or completely rewritten during the rebuild—and why?

Anything that wasted space or repeated nonsense is gone. Old fluff bonus pages, outdated lists, weak guides and duplicated topics were cut. Only the content that delivers real answers survived. Everything else was removed because it did not deserve attention.

SEO & Technical Evolution

You’ve worked with an SEO/site manager to shift toward a more data-driven SEO approach. What’s been the biggest mindset shift in how you approach SEO now?

We stopped chasing keywords and started aiming for accuracy. SEO is now a data tool, not a shortcut. We choose topics where we can deliver real value and real testing. No more trying to win fast. The goal is long term authority, not temporary spikes.

You’ve spoken about moving away from “keyword stuffing.” How do you balance SEO goals with writing content that feels natural and user-focused?

We write like humans and fix anything that sounds robotic. SEO helps with structure, but it never dictates the voice. If the text feels fake or over optimized, it gets rewritten. Users come first. Algorithms follow later.

What are the key technical improvements you’ve made (or plan to make) to the site’s infrastructure to support long-term stability and performance?

We stripped the site down and rebuilt it in a way that does not break every time the internet sneezes. The code is cleaner, the plugins are trimmed down, caching is actually doing its job and every asset is optimized instead of thrown in raw. The structure is modular so we can grow without creating a monster we cannot maintain.

We also stopped pretending that Google is the only gatekeeper. Search is shifting toward AI driven answers, so the site needs to be fast, clear and machine readable. That means better schema, tighter linking, cleaner layouts, consistent data structures and content that is easy for AI systems to interpret. The goal is not just ranking but becoming the source that AI tools pick because the information is solid and well structured.

Industry Insights & User Perspective

With your background in the gaming industry, what are the biggest misconceptions affiliate sites have about what players want?

Number 1 is surely welcome bonuses, these are a thing of the past. The average consumer is now smart enough to know that welcome bonuses are traps. They actually have the opposite intended effect of what they were originally designed to do. In fact, we are targeting brands that have as low of a wagering requirement as possible. We do not enlist brands that have over 20x wagering requirements. This is completely unrealistic to anyone to ever obtain any chance of a withdrawal. Gambling should be fun, it should not increase the anxiety of the user.

What red flags do you think users should be aware of when reading affiliate content on other sites?

Always check out the authors on site and see if they are real people, most sites put down fake characters for one reason or another which just erodes the authenticity of the brand. This is by far away my number 1 red flag.

How are you collecting feedback from users, and how does that inform your content and design decisions?

We are conducting surveys with our users on a monthly basis and asking for what they like and what they don’t like. This will allow us to adjust our articles and content accordingly. We firmly believe in consumer first at CB360 and this is the motto will stand by for the lifespan of our site.

Looking Forward

What challenges are you expecting in the next 6–12 months, and how are you planning to tackle them?

The number one challenge is to increase the traffic on site. Whilst we have overhauled all the outdated content with brand new, relevant, beautiful pieces of work, we are still struggling to see a big increase in traffic. This may be due to google updates that have hampered SEO of late. We are looking at all avenues into new avenues to increase traffic.

Do you see CasinoBonus360 expanding into new verticals, formats, or markets in the future?

For now, we shall take things one step at a time, we have a 12 month plan which we are executing, and should it come to fruition, we will examine our options further down the line.

If you could give one piece of advice to someone considering launching or rebuilding an affiliate site today, what would it be?

Get ready for a lot of work, it is easier said than done, but the rewards will be worth it.

The post Beyond Bonuses: Shaun Decesare’s Mission to Redefine Affiliate Integrity in iGaming appeared first on European Gaming Industry News.

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European Gaming Media visited RedCore’s impressive multi-brand booth at SiGMA Central Europe in Rome to take a closer look at one of their most technically impactful products: the Communications Hub. Designed as an all-in-one solution for digital businesses, the Communications Hub aggregates multiple verified communication providers – from SMS and calls to high-volume messaging services – into a single platform with one integration and one admin panel.

To explore the technology behind the product, we sat down with Bohdan Bulatsan, CTO of the Communications Hub and a seasoned software engineer with over a decade of experience.

At iGaming, speed and reliability are everything. How does Communications Hub keep messages flowing flawlessly even under pressure?

We have developed a new engine designed specifically to keep our customers’ messages moving smoothly, even during high-pressure periods. One of the key features is our block-geo  mechanism, which allows account managers to block certain message types or specific regions when needed.

Combined with our backup system and intelligent routing, this ensures that messages continue to reach their destination reliably, no matter the load or external pressure.

You’ve made adding new providers incredibly fast. What’s the secret sauce behind this ‘integration magic’?

Our technical team is constantly improving the integration process because it’s a core priority for us. One of the main reasons we can move so fast is our universal SDK (Software Development Kit). It includes all the common features and connection points that most providers rely on, so when we start an integration, we can do it quickly and efficiently.

We also run strict pre-integration tests to catch any potential issues before going live. All of this makes the entire process smoother, more reliable, and much faster for our clients.

With so much analytics coming from every channel, how do you turn all that data into actionable insights for businesses?

That’s a good question. Our analytics model brings together all the data from every service and communication channel and aggregates it in one place. This makes it much easier for our customers to filter, understand, and work with the information quickly.

Because everything is centralized, businesses can see the full picture and make faster, more informed decisions that directly support their growth and profitability.

How is SiGMA going for the Communications Hub? What’s your feedback from the event and what are your plans for the future?

SiGMA has been a very good event for us. We’ve received a lot of positive feedback from visitors and participants, which is always great to see. Looking ahead, our focus is on expanding the product even further, adding new features and continuing to scale the Communications Hub to meet the needs of our clients.

The post Inside RedCore’s Communications Hub: The One-Integration Solution Powering Faster, Smarter Messaging appeared first on European Gaming Industry News.