SOFTSWISS to Lead Talks on Sportsbook and Brand Strategy at NEXT Valletta 2026

SOFTSWISS will bring senior leadership to NEXT Valletta 2026 to explore how strong brand positioning and sportsbook engagement strategies can drive growth ahead of the FIFA World Cup 2026. Valentina Bagniya, Chief Marketing Officer at SOFTSWISS, will open the Marketing Hub with a keynote on building resilient brands in mature markets, while Olga Resiga, Chief Business Development Officer at SOFTSWISS, will join a high-level industry panel on sportsbook audience engagement and retention ahead of the World Cup 2026.

NEXT Valletta 2026 takes place on 27–28 May at the Mediterranean Conference Centre in Valletta, Malta.

On 27 May, Valentina Bagniya’s keynote, “Everyone Talks About Brand in Mature Markets – Few Actually Invest in It,” will examine why brand strategy becomes a business necessity as acquisition costs rise and product differentiation continues to narrow. Using SOFTSWISS' experience as a practical example, the session will explore how operators can balance long-term brand consistency with fast-changing market conditions.

The industry talks about brand constantly, but when markets become difficult, brand is often the first thing companies sacrifice. Many iGaming companies still treat it as decoration instead of a business asset. That approach stops working in mature markets, where players already have endless product choice and switching costs are close to zero. Strong brands are built through consistency and difficult decisions, not short-term creative campaigns.

Valentina Bagniya

Chief Marketing Officer at SOFTSWISS

On 28 May, Olga Resiga will join the panel discussion “The Battle for the World Cup Fan,” focused on sportsbook engagement during one of the industry’s busiest betting periods. The discussion will focus on how operators can prepare for increased traffic, attract new audiences, and retain players after the tournament ends. Olga Resiga will share insights on how the SOFTSWISS Sportsbook team approaches infrastructure readiness, audience engagement, and player retention ahead of major sporting events such as the World Cup 2026.

Earlier this year, the SOFTSWISS Sportsbook introduced a new API testing tool designed to help operators prepare for peak traffic loads during major sports events. The product also received the Best Sportsbook Innovative Feature award at the SiGMA Awards South America 2026 for its Sportsbook Network Jackpot feature.

The 2026 World Cup will be more than just a traffic peak for operators – it will be a real stress test for product, infrastructure, and long-term player strategy. The brands that win during major tournaments are not necessarily the ones spending the most on acquisition, but the ones capable of turning short-term excitement into long-term engagement. In an environment where players have endless options and shorter attention spans than ever, retention, personalisation, and seamless user experience become the real competitive advantage.

Olga Resiga

Chief Business Development Officer at SOFTSWISS

SOFTSWISS representatives will be available throughout NEXT Valletta 2026 for meetings with operators and industry partners.