SOFTSWISS’ 2026 iGaming Trends Report maps the next evolution of global gaming
Summary
SOFTSWISS, in partnership with NEXT.io, has released the fourth edition of its 2026 iGaming Trends Report, drawing on a survey of 350+ industry professionals and AI analysis of over 120,000 headlines, with independent analytics by Kantar and input from 30 SOFTSWISS specialists. The report examines technology, marketing, regulation, cybersecurity, responsible gambling and artificial intelligence, identifying six major forces shaping the sector as it moves into maturity.
Key themes include the growing centrality of AI, a shift from short-term performance tactics to brand equity-focused marketing, regulatory tightening in multiple jurisdictions, AI-driven responsible gambling tools, and a rise in cyber threats. The report also introduces a Microtrends section and provides a regional outlook developed with NEXT.io. SOFTSWISS will present the findings at the 2026 iGaming Trends Marathon during SiGMA Central Europe on 5 November 2025, and the full report is available to download from SOFTSWISS.
Key Points
- AI continues to move centre stage — average importance rose from 8.15 to 8.41/10; 56% rank AI adoption among their top three strategic priorities.
- Influencer-led campaigns declined by 10 percentage points since 2023; brand reputation and consumer trust now outweigh promotional incentives.
- Operators are shifting from short-term performance tactics to building holistic brand ecosystems and tracking long-term equity metrics such as Top of Mind and Purchase Intent.
- Regulatory changes are underway: Brazil, Finland and France are moving towards competitive licencing; the UK and Lithuania have tightened advertising rules to boost player protection.
- Responsible gambling is being reshaped by AI-based monitoring capable of detecting at-risk behaviour in real time; some regulators (eg Ontario, Greece) are beginning to expect or require such tools.
- Cybersecurity is a growing business resilience metric — phishing incidents are up ~180% since 2023, and many smaller operators acknowledge insufficient defences.
- The report debuts a Microtrends section highlighting early-stage developments with case studies to help companies anticipate opportunities before they mainstream.
- NEXT.io provides a regional outlook: Europe (post-regulatory adjustment), North America (controlled growth), South America (compliance-driven expansion), Asia (innovation within structured boundaries).
- SOFTSWISS will showcase the findings at SiGMA Central Europe on 5 November 2025; the report is available to download from SOFTSWISS for operators, affiliates and stakeholders.
Why should I read this?
Short and real — if you work in iGaming (operator, supplier, affiliate or regulator), this report cuts through the noise. It tells you where budgets and rules are heading in 2026: AI, security and brand trust. Read it to spot practical shifts before your competitors do — it’s a quick, data-backed map of what will actually matter next year.
Author style
Punchy: this isn’t fluff. The report combines survey data, AI headline analysis and Kantar verification — if strategy, compliance or product development is your remit, the details are worth digging into.