Inside the Mind of an Industry Leader: SOFTSWISS CMO Valentina Bagniya on Team Building, Creativity, and Global Growth

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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. 

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