SOFTSWISS launched a multichannel campaign at NEXT Valletta 2026 to draw attention to products beyond its Casino Platform. The activation focused on the Sportsbook, the Game Aggregator, and the Prediction Markets Platform – three solutions within the SOFTSWISS portfolio that are often overshadowed by the company’s strongest market association.
Making the Industry Take Notice
The campaign addressed a challenge the company openly acknowledged: while SOFTSWISS has developed a broad product ecosystem, many in the market still associate the brand with the Casino Platform. The company decided to fix that by rolling out what it called "the most advanced marketing technology available: people noticing things”.
With a mix of LinkedIn activity, employee-led content, and an offline activation, the campaign focused on getting the industry to notice its broader product lineup. And it worked.
Starting Point: a CMO’s LinkedIn Confession
The campaign started with a LinkedIn post from Valentina Bagniya, Chief Marketing Officer at SOFTSWISS. She reflected on how the company had spent years explaining its wider offering through “brochures, banners, booths, decks, acronyms, acronyms inside decks, and decks explaining the acronyms,” while the market still simplified the story to a single product association. Her takeaway was that SOFTSWISS had been "too elegant" about its own product lineup – marketer's language for "not obvious enough."
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For SOFTSWISS, the Casino Platform is a strong and commercially important association, but it is not the full picture. We wanted to make our wider product lineup more visible in a way that felt simple, human, and memorable. The Sportsbook, Game Aggregator, and Prediction Markets all play an important role in how we support our partners’ growth, and we wanted people to notice them. And they did – so it worked.
Employee Content Amplified the Message
The LinkedIn activity quickly expanded beyond a single executive post. Employees across marketing, business development, product, and leadership teams shared photos of themselves holding signs that called for attention to products beyond the Casino Platform. The result was a steady flow of employee-generated content turning an internal marketing point into a public message.
Offline Activation at NEXT Valletta
The campaign culminated on 27 May at NEXT Valletta 2026, the conference run by NEXT.io, the world’s iGaming community, in Malta. Inside the main hall, more than 50 people held signs highlighting the Sportsbook, the Game Aggregator, and the Prediction Markets Platform. This brought the campaign's central message into direct contact with attendees.
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SOFTSWISS brought one of the most memorable activations we've seen at NEXT Valletta. Rather than relying on standard exhibition presence, they turned product visibility itself into the campaign and it resonated across the floor. The message captured exactly what smart conference marketing should do: make people stop, smile, and remember. It's a great example of how brands can use an industry event as a genuine communication platform.
SOFTSWISS continues to expand its modular product portfolio with solutions that help operators grow their offering and engage new player segments. In April 2026, the tech provider was the first in the industry to introduce the Prediction Markets Platform. Built on a fixed-odds principle, this B2B solution allows operators to offer event-based wagering across politics, economics, entertainment, and other categories.