SOFTSWISS has published its 4th annual 2026 iGaming Trends Report in collaboration with NEXT.io, addressing some of the most relevant developments and trends in the industry. The report relies heavily on expert input and outlines a data-driven roadmap for suppliers, operators, and industry stakeholders, as they prepare for what is ahead.
SOFTSWISS outlines core trends for 2026 based on a deep dive into existing operations
To arrive at a comprehensive outcome, SOFTSWISS has queried 350 iGaming professionals and analyzed more than 120,000 media headlines, leveraging AI to sift through the fast-evolving industry landscape and focus on emerging trends.
SOFTSWISS used a combination of qualitative and quantitative research, as well as independent analytics from market research firm Kantar, to arrive at the conclusions in the report. Not least, SOFTSWISS’s own experts – a total of 30 well-seasoned industry veterans – contributed their unique insights.
SOFTSIWSS’s report showed an increasing relevance of AI technology, with 56% of companies surveyed confirming that AI integration is one of three core business pillars for them.
According to the company’s report, influencer marketing has dropped by 10% since 2023, with brand reputation and trust now leading the way when it comes to player acquisition – and even more important than bonuses.
Commenting on the results of the report, SOFTSWISS Founder Ivan Montik had this to say:
"In recent years, the sector has moved into maturity. What now matters is disciplined profitability, operational resilience, and the ability to deliver durable player value. This fourth edition reflects that shift. We examine the macrotrends reshaping the sector, the micro-level tactics and technologies that improve performance, and a regional outlook developed in partnership with NEXT.io. Taken together, these chapters provide a structured view of what will shape 2026 and the decisions it asks of operators, suppliers, and partners."
Other insights from the report included the importance of brand-led ecosystems, which are set to replace performance-only tactics. Companies are increasingly interested in brand equity metrics, such as Top of Mind, Purchase Intent, and strategic KPIs.
Shift in responsible gambling, cybersecurity, and player acquisition
The report paid equal attention to important regulatory changes in several core markets, including Brazil, Finland, France, the United Kingdom, and Lithuania, with each market undergoing a specific development relevant to its own development stage, from tightening regulation to liberalizing the market to more individual operators.
Responsible gambling is another major focus in companies’ immediate priorities, with AI-based tools now able to identify at-risk players in real-time and strengthen player protections as a result. SOFTSWISS offered Ontario, Canada, and Greece as examples.
Another core trend is the increasing relevance of cybersecurity at a time when businesses are increasingly being targeted by criminals.
Image credit: SOFTSWISS
