EEG sat down with Ivan Bilash, Director of Partner Operations at SOFTSWISS, after the SiGMA Central Europe Summit, where the company launched its 2026 iGaming Trends report. With over eleven years of experience in project and product management, Ivan brings a practical yet visionary understanding of operational excellence and partnership building. In this conversation, we explore key iGaming trends for 2026, the importance of data-driven insights, and how SOFTSWISS uses technology and collaboration to help operators improve player acquisition and build stronger relationships with affiliates.

Interview by Maria Emma Arnidou for EEG, HIPTHER.

The SOFTSWISS iGaming Trends report has become a highly anticipated annual playbook for industry professionals. What inspired this initiative, and how has it evolved into a vital resource over the years?

When we released the very first edition four years ago, the idea was to bring together everything the industry was experiencing but hadn’t structured yet. There was a lot of noise in the market – regulatory changes, new technologies, shifts in player behaviour, and so on. But there was no single place that connected all these dots.

Over time, the report has evolved into a tool that helps the market understand where things are actually heading. And that’s why it is so anticipated by both iGaming professionals and newcomers. It’s not just ‘trends for the sake of trends’ – it’s grounded in real data and clear patterns we observe, supported by our experience in analysing them.

For us at SOFTSWISS, it’s also a way to share what we see from the inside. We work with hundreds of operators, so we naturally spot early signals before they become global trends. The report is a way to turn all of that into something useful for the entire industry.

This year’s 2026 edition gathers insights from over 350 experts and applies AI analysis to more than 120,000 media headlines. From your perspective, what are the most striking or transformative findings emerging this year?

To be honest, there are many, which is why the report is over 100 pages long. But let me highlight the key points. 

The first thing that jumps out is how quickly the industry is maturing. As we note in the report, the industry has outgrown its ‘Wild West’ phase. We see this in regulation, taxation, responsible gambling, and advertising. Many markets are tightening rules, but they are also becoming more predictable. That’s a good sign of a sector moving towards sustainable growth.

Another big takeaway is the scale of M&A activity. It’s no longer just large companies buying smaller ones. It’s about building ecosystems and obtaining technologies that help acquirers prepare for a world where efficiency is as important as market share. 

And last but not least, of course, there is AI – not as a buzzword, but as infrastructure. Companies have moved past experiments, and now expect AI to deliver real value. This primarily concerns fraud detection and player protection. But I think it’s fair to say that AI has permeated all areas of business, from coding to marketing, and this shift is happening fast. In the report, we call this the industrialisation of AI.

When you combine all these trends, you realise that iGaming is becoming more mature and more structured, but also far more competitive. And with that comes a new reality: the industry is now much more demanding operationally.

The report presentation launched alongside the iGaming Trends Marathon at SiGMA Central Europe. What role do live discussions and community dialogue play in shaping industry progress?

I strongly believe that conversations matter more than slides. Trends only become useful when people challenge them and connect them to their own experience.

During the marathon, we saw something important: different parts of the industry –  operators, suppliers, tech companies, media – are finally speaking the same language. Everyone understands that the next stage is about taking responsibility and making smarter decisions.

Events like SiGMA create that space. When you place 200+ people in one room and let them debate AI, regulation, M&A, and marketing, you get insights you would hardly get from reading a report alone. These discussions help operators understand why acquisition is becoming more complex and why working closely with affiliates, rather than treating them as a separate layer, is increasingly important.

For me, as someone responsible for partner operations, this is invaluable. These events show what operators are truly concerned about and what they expect.

Speaking of acquisition, how do you see the role of affiliates changing within the iGaming ecosystem?

This is an important topic that frequently arises in conversations with operators. Traditional acquisition channels are becoming increasingly expensive, more restricted, and in some cases simply unavailable. Naturally, this pushes the industry to rely much more on affiliates.

But affiliates today are no longer just traffic suppliers. Many have grown into strong, independent ecosystem players with their own strategies, data, and long-term goals. They understand user behaviour extremely well and often have deeper insight into acquisition funnels than anyone else in the market.

We also see another interesting shift: some large affiliate groups are moving into direct operations. This changes the dynamics. On one hand, there is less traffic available on the open market. On the other, new operators emerge with very strong marketing expertise from day one. That naturally increases competition for the end player.

Budgets are no longer the only decisive factor. Operators’ success now also depends on the quality of partnerships, transparency in working with affiliates, and having a product and strategy capable of converting and retaining high-quality traffic. From our perspective, this is a long-term trend that will shape the industry’s growth in the coming years.

The 2026 iGaming Trends report builds on years of data, but also integrates new analytical layers powered by AI and expert research. What makes this edition stand out, and how can professionals best use its insights?

This edition stands out because it explains why certain trends are emerging. AI helped us process more than 120,000 media headlines, and confirmed what operators tell us privately: the market is recalibrating. Responsible gambling rules are strengthening, cybersecurity is becoming a board-level topic, and compliance is now part of product design.

If you’re an operator or a supplier, the best way to use this report is as a planning tool. We’ve done all the heavy lifting and distilled each business area down to the most important insights. We have also introduced ‘Adaptation Paths’ at the end of each chapter. It’s a kind of checklist that operators can refer to when building their strategy. 

Of course, the report won’t make decisions for everyone, but it gives a very clear map of the road ahead.

Finally, as Director of Partner Operations, what do you see as the most valuable trait in industry partnerships going into 2026?

I’d say consistency. Everyone talks about innovation, but in practice, what partners value most beyond stable operations is predictable communication and support they can rely on.

This year’s report shows that growth will depend on how well companies adapt to the new reality of increased speed and stricter regulations. In 2026, the best partners will be those who can combine flexibility with discipline: reacting quickly when needed while also thinking long-term.

For SOFTSWISS, this approach is in our DNA. We work side-by-side with operators through technical support, risk management, and daily operational guidance. When the market becomes tougher – which it inevitably will – this kind of partnership becomes a competitive advantage.

As SOFTSWISS continues to pioneer data-driven growth across the global iGaming ecosystem, the 2026 iGaming Trends report reaffirms the company’s commitment to knowledge sharing, collaboration, and innovation.

The 2026 iGaming Trends report is available – download it now!

The post 2026 iGaming Trends Marathon by SOFTSWISS – A Sneak Peek with Ivan Bilash, Director of Partner Operations appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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SOFTSWISS, a leading international technology provider with over 15 years in the iGaming sector, shares a video that addresses a key challenge every business faces in 2026: building a winning strategy. Valentina Bagniya, CMO at SOFTSWISS, has outlined concrete steps to identify the signals and trends, drawing on insights from the 2026 iGaming Trends report.

Valentina emphasises the growing importance of strong and data-driven market research and explains how the 2026 iGaming Trends report helps professionals take a closer look at the key trends shaping the year ahead. CMO answers the main questions defining 2026, including AI role in the tech industry, the most effective marketing channels and the real impact of responsible-gambling communication. 

SOFTSWISS approaches research with clarity and precision, aiming to give businesses a foundation they can confidently rely on when shaping their own strategies. That’s why each trend in the report is supported by clear adaptation paths and practical, actionable steps that show how companies can respond to market changes in real operations, not just observe them from the sidelines.

“Trends themselves don’t change industries – people do. A trend only becomes valuable when you can translate it into real decisions, actions, and measurable results. The sooner you see trends as tools for foresight rather than reaction, the closer you are to leading the market instead of chasing it,” says Valentina Bagniya, CMO at SOFTSWISS.

Video: https://youtu.be/2–F2iNqDWY?si=fqn0c9kNIxc4nI9_

The 2026 iGaming Trends report is the fourth edition of SOFTSWISS’ annual flagship ebook. Its third release earned strong industry recognition, with over 13,000 downloads and features across more than 100 pages. The 2026 edition continues to meet a clear market demand – less speculation and more actionable, data-backed substance.

The 2026 iGaming Trends report is based on in-depth interviews with more than 350 iGaming professionals, two waves of quantitative market research conducted by Kantar, and extensive market analysis covering over 120,000 media headlines. Presented at SiGMA Central Europe and discussed during the 2026 iGaming Trends Marathon, the report has already attracted strong industry attention. 

Being named Marketer of the Year at the EGR Marketing & Innovation Awards and leading the Marketing Team of the Year, with several Best Marketing Campaign wins, Valentina stated that the report focuses on what is real, what is proven, and what is already creating value in the market.

Watch Valentina’s video  to learn how to distinguish empty hype from real progress, and shape the future in the most effective way.

About SOFTSWISS

SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Casino Platform, the Game Aggregator with over 35,000 casino games, Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.

The post SOFTSWISS CMO Valentina Bagniya Reveals How to Lead in 2026 Before it Starts appeared first on European Gaming Industry News.

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SOFTSWISS, a global tech leader in iGaming solutions, has wrapped up a remarkable showcase at SiGMA Central Europe 2025. From the launch of the 2026 iGaming Trends Report to the live-built Alfa Romeo 4C handover, the company once again demonstrated why it stands as the industry’s leading technology provider and creative pioneer.

One of the main highlights of the event was the official release of the 2026 iGaming Trends Report. The fourth edition offers a data-driven overview of the macro- and microtrends shaping the future of iGaming – from the industrialisation of AI to regulatory shifts, cybersecurity evolution, and the rise of brand trust.

To mark the launch, SOFTSWISS hosted the 2026 iGaming Trends Marathon, a four-hour live event featuring global thought leaders. In the opening panel discussion, Ivan Montik, Founder of SOFTSWISS, Heathcliff Farrugia, COO of SiGMA, and Pierre Lindh, CEO of NEXT.io, arranged the ‘Ultimate Forecast Duel,’ exploring which trends will define the industry’s next chapter.

Another key moment was the Alfa Romeo 4C gifting, organised to celebrate the launch of the 100th brand powered by SOFTSWISS software in 2025. The sports car, assembled live during the expo at the SOFTSWISS stand, became a symbol of the company’s engineering precision and team spirit. 

During a special ceremony, Ivan Montik handed over the keys to one of SOFTSWISS’ valued partners, Lottu, represented by Hugo Baungartner, Chief Business Officer, marking another milestone in a long-standing partnership based on trust and shared success.

About SOFTSWISS

SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Casino Platform, the Game Aggregator with over 36,700 casino games, Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.

The post Presenting Industry Trends and Celebrating 100 Brands: SOFTSWISS Shines at SiGMA Central Europe appeared first on European Gaming Industry News.