How to Choose Games for Expanding to New Markets

SOFTSWISS shares insights with operators on how to maximise the value of launching in new markets, combining strategic game selection and detailed analysis to reduce risks and improve market performance.

SOFTSWISS has identified common challenges almost every operator faces when expanding into new markets: regulatory complexities, mismatched game portfolios, and cultural missteps. To help operators avoid costly mistakes during expansion, SOFTSWISS experts address a key industry question: how to scale into new markets without losing momentum. Tatyana Kaminskaya, Head of Operations at SOFTSWISS Game Aggregator, shares practical, actionable insights on how to select the right game mix and enter new markets effectively.

Drawing on the challenges operators commonly face, Tatyana outlines key steps to help prevent them. In the video, she highlights seven core actions that contribute to success, addressing some of the most pressing questions for operators: Which critical steps are often overlooked before signing contracts or integrating new content? What are the consequences of ignoring regulatory standards, and why is compliance essential? And how can platforms be adapted to local cultures to better engage players across different markets? She explains each element of the strategy, providing operators with clear, practical guidance.

Head of Operations at SOFTSWISS Game Aggregator emphasises the importance of balancing new and proven games and addresses common operator questions related to engagement and portfolio strategy. The video also covers analytics and performance tracking, offering insights that support data-driven decision-making based on comprehensive analysis and smart promotion practices.

Game selection for a new market is a long-term, data-driven process that supports risk mitigation and helps operators achieve sustainable growth and engagement over time. Through years of working across multiple jurisdictions and markets, SOFTSWISS has gained a strong understanding of the strategic levers behind successful portfolio development. This expertise has shaped a structured approach that we share with operators as a practical reference.

Tatyana Kaminskaya

Head of Operations at SOFTSWISS Game Aggregator

The video with Tatyana is available on the SOFTSWISS PRODUCTS channel, highlighting the best strategic moves to entering and growing in new markets.

In 2025, the SOFTSWISS Game Aggregator marked its 10th anniversary, reinforcing its long-standing position in the industry with major international recognition. The platform was named Best Game Aggregator 2025 at the CGS Recife Awards and Best Aggregator 2025 at the SiGMA Euro-Med Awards, reflecting its continued leadership in the B2B iGaming market.