The Road Ahead: SOFTSWISS 2026 Report highlights AI, Regulation, and Brand Power as key drivers
Summary
SOFTSWISS has published its fourth annual 2026 iGaming Trends Report (produced with NEXT.io), combining a survey of 350+ iGaming professionals with AI analysis of more than 120,000 media headlines, independent analytics from Kantar and insights from 30 SOFTSWISS experts. The study maps the sector’s shift towards operational AI, brand-focused marketing, tighter regulation and enhanced responsible-gambling measures, while also flagging cybersecurity as a rising priority.
The report introduces a new Microtrends chapter, provides a regional outlook (Europe, North America, South America, Asia) and will be presented at SiGMA Central Europe on 5 November 2025. It follows strong interest in prior editions (13,000+ downloads last year) and is available to download from SOFTSWISS.
Key Points
- AI adoption is accelerating: sector importance rose to 8.41/10 in 2025; 56% of firms rank AI integration among their top three priorities.
- Brand matters more than bonuses: influencer marketing influence has fallen, while brand reputation and trust now outweigh bonuses for player acquisition.
- Marketing is evolving from performance-only tactics to brand-led ecosystems; operators are tracking brand equity metrics as strategic KPIs.
- Regulatory change is widespread: markets such as Brazil, Finland and France move to competitive licencing models; the UK and Lithuania tighten advertising controls.
- Responsible Gambling 2.0: AI tools are being deployed to detect at-risk player behaviour in real time and are increasingly expected by regulators (eg Ontario, Greece).
- Cybersecurity risk is rising: phishing incidents up 180% since 2023 and 35% of smaller operators report inadequate cyber resilience.
- The report adds a Microtrends section to spotlight early-stage shifts and includes regional case studies and NEXT.io’s outlook.
Context and Relevance
The report is significant for operators, suppliers and regulators planning strategy for 2026. It consolidates quantitative and qualitative evidence that AI is moving from experimental to operational use, brand strategy is replacing bonus-led growth, and regulators are tightening frameworks — all of which affect acquisition, retention, compliance and tech investment decisions. Cybersecurity and AI-driven responsible-gambling tools tie directly to trust and licence compliance, making them business-critical rather than optional areas of spend.
Author style
Punchy: this is not just another trends round-up. For industry leaders it is a practical roadmap — clear signals on where to invest, where to harden defences and how to reshape marketing for lasting player value.
Why should I read this?
Short answer: if you work in iGaming, this saves you time. It condenses survey data, AI media analysis and expert insight into the practical moves most operators will face next year — from AI rollouts and brand strategy to compliance and cyber‑resilience. Read it to know what to budget for and where to act first.