Reading Time: 6 minutes

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.

Reading Time: 2 minutes

Inspired Entertainment, Inc., a leading B2B provider of gaming content, systems, and solutions, is excited to announce the launch of Bone Appetit and Gold Spinner across the UK and Malta iGaming markets. Featuring striking visuals and thrilling gameplay, this pair of online and mobile slots has been designed to captivate players and drive strong performance for operators, further expanding Inspired’s growing iGaming portfolio of premium content.

Bone Appétit is a lively, pet-themed slot game played on 5X3 reels with 243 ways to win. Developed with a playful mix of pet-themed characters, the game offers an array of engaging features, including Bonus and Scatter symbols that unlock Free Spins, the Wheel Bonus, and progressive-style rewards.

The Wheel Bonus awards cash prizes and special features, while random appearances from a mischievous dog can trigger Big Wins or Bonus rounds. During Free Spins, cat chefs prepare a series of culinary upgrades, with the final payout determined by the quality of the dish they land, with higher-tiered dishes yielding the biggest rewards.

Players can enhance and customise their experience through Fortune Spins, Fortune Bet, and Bonus Buy options, or take risks with the Gamble feature for potentially larger prizes. Bone Appétit delivers an entertaining slot experience designed to appeal to a player’s appetite for light-hearted slots fun.

Gold Spinner is a high-energy 5×4 Ways Pays slot that blends dazzling gold-themed visuals and electrifying graphics with exciting gameplay. Designed for thrill-seeking players, the game revolves around a unique coin collect mechanic supported by two powerful bonus features that build anticipation and deliver potentially big rewards.

A pseudo-persistent coin pile collects coins from the first two reels, guaranteeing a coin drop when triggered. Coins landing on these reels activate a mini slot feature, awarding extra coins, multipliers, or boosts, all of which can carry into the Free Spins Bonus for even greater win potential.

As always, players can further tailor their experience through features such as Bonus Buy, which guarantees a Free Spins coin, Fortune Spins for streamlined play, and Fortune Bet for increased Free Spins frequency. With its combination of striking visuals, immersive mechanics, and adrenaline-fueled gameplay, Gold Spinner delivers a super-charged slot experience packed with winning opportunities.

Claire Osborne, Vice President of Interactive at Inspired Entertainment, said: “We are delighted to expand our iGaming portfolio with the launch of Bone Appétit and Gold Spinner, two fun titles that showcase the creativity and variety Inspired is known for. From the playful charm of Bone Appétit to the high-voltage thrills of Gold Spinner, both games deliver distinctive themes and engaging bonus features designed to entertain players and drive a strong performance for our operator partners.”

The post INSPIRED LAUNCHES BONE APPÉTIT & GOLD SPINNER ACROSS ONLINE & MOBILE appeared first on European Gaming Industry News.

Reading Time: 4 minutes

Spit sunflower seed shells and take a walk with us to the rougher and tougher side of Europe with Sneaky Slots’ latest release Gopnik. Once you’re done squatting with the locals, get ready for our last release of 2025, Gods Go Pew Pew.

Reel Area

Gopnik plays out across a gritty 4-4-4-4-4 reel setup, where street smarts are the most important thing followed by babushka’s home-made cooking.

Two special symbols, Babushka and the Burner Phone, are like two peas in a pod that can deliver some unexpected neighbourhood drama.

• Babushka acts as a Wild and substitutes for all paying symbols. When she lands, she marks 1 to 4 positions across the other reels. If a Gopnik symbol hits any marked spot, it awards an instant bet multiplier of up to 50x.
• Burner Phone: RING RING! Ey brat, pick up! When this symbol drops on reel 5, it flips 2 to 4 random symbols into Wilds.

xNudge®

Fresh from the Nolimit streets, xNudge® rolls into Sneaky Slots for its debut.

The xNudge® Wild always nudges to become fully visible and substitutes for all paying symbols, increasing its win multiplier by 1 for every nudge. It can appear in the base game, Street Roll, and Super Street Roll (but never on the 1st or last reel), with up to 2 xNudge® Wilds landing per spin in the base game and Street Roll, and up to 4 in Super Street Roll.

Pick Your Bonus!

(Scratch Card Bonus Entry)?

Land 3 Bonus scatters to whip out a Scratch Card and try your luck. Matching symbols will trigger either  Street Roll or Kiosk Raid Bonus games.

Hit the Super Bonus scatter on reels 4 and 5 alongside the Bonus scatters, and level up to the Super Scratch Card Bonus.

Keep an eye out for the Golden Car on the scratch card. Reveal this to win the filthy 6,666x Max Win.

Street Roll

Street Roll drops you onto the cardboard with 7 Free Spins and a boosted 6-reel setup. During this feature, Gopnik symbols on the 1st and last reel can land holding a dice token. If you manage to hit a Gopnik-with-dice on both ends, you’ll trigger the Cheeki Breeki Dice mini game, packed with multipliers also featuring xNudge.

Super Street Roll

Same rules as Street Roll apply, but if a win Multiplier is awarded from the Cheeki Breeki dice game it stays for the whole round and is stacked up with each new Multiplier awarded.

Cheeki Breeki Dice

Ey brat, come closer… got a game for you.

During Street Roll or Super Street Roll, the Cheeki Breeki Dice can hit the cardboard, and whatever those cubes show decides your fate. If the left die wins, you score a win multiplier for the current spin. If the right die wins, you get a burst of random Wilds. The value of the multiplier or the number of Wilds  match whatever number landed on the winning die.

Land three pairs and you score a retrigger of 5 Free Spins. But hit the same pair three times in a row and boom, you unlock the Blyatiful Throw, awarding an instant prize based on the number rolled.

Kiosk Raid Spins

Kiosk Raid starts you off with 3 Spins, and only label symbols can drop. Every time a label lands, your spin count resets back to 3. Up top, the kiosk shelf flashes fresh bet multipliers each spin. Land a label right under one, and it grabs that multiplier and holds it till the end. Multipliers range from 1x all the way up to a fat 100x.

On every spin, the Kiosk Lady places bet multipliers across the top shelf of her stand. Each time you land a new label symbol below a Multiplier it will receive that Multiplier and hold it until the end of the bonus. And if the Kiosk Lady’s in a good mood (or just bored) she might toss in a modifier on the top row, giving a random label below a little  upgrade.

Your total bet multiplier racks up above the grid as the labels stack their value. When the bonus ends, the Kiosk Lady whips out her trusty old calculator, probably older than Babushka, totals everything up, and hands over your payout with that classic “don’t bother me again” energy.

• Upgrade – Upgrades Multiplier on a random label below it to a bigger value.
• Double – Doubles value of a random label symbol below it.
• Collect – Collects a random label below it and adds its value to the total bet Multiplier again.
• Super Bonus – Gets you into Super Kiosk Raid.

Super Kiosk Spins

The same rules as in the normal Kiosk Raid apply here as well, but 2 more rows are unlocked. The first adds room for even more label symbols, while the new bottom row rolls out extra added values; from +1 all the way to +100, boosting every label stacked above it. This bottom row can also reveal exclusive Super modifiers, hitting entire vertical lines at once:

• Upgrade All – bumps all multipliers in that column to a higher value.
• Collect All – collects every label in that column and adds their total again.
• Double All – doubles the value of all labels in that column.

Sneaky Buy

Can’t wait for the shop to open up on its own? Ey brat, no shame in cutting the line. You can directly purchase the game features through the Sneaky Buy menu!

• Street Roll – You are guaranteed to enter the Street Roll Bonus.

Sneaky Boost

Sneaky Boost is activated for 2 times the base bet, where there is an increased chance of triggering the Bonus rounds. Landing 1 or 2 active Sneaky Symbols in a spin trigger a normal bonus feature.

Super Sneaky Boost can be activated for 5 times the base bet for an increased chance of triggering the Super Bonus feature. Landing 1 Super Sneaky symbol will trigger a normal Bonus and landing 2 Super Sneaky symbols will trigger a Super Bonus.

The Stats

Max Win: 6,666x

Volatility: Highly Volatile

Angel Gardzhev, Product Owner at Sneaky Slots, said: “We wanted to follow up Freak Show Revelation with something that hits even harder, and nothing hits quite like a proper Gopnik. The mechanics, the humour, the whole vibe came together in a way we’re incredibly proud of. Sit tight, brat… this is only the beginning.”

The post Sneaky Slots drags players to the streets of Eastern Europe with its latest release, Gopnik appeared first on European Gaming Industry News.