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SOFTSWISS, a global tech leader in iGaming solutions, has released its 2026 iGaming Trends Report. The fourth edition of this annual study provides a data-driven roadmap for industry stakeholders.
The report is based on a survey of over 350 iGaming professionals and the AI-driven analysis of over 120,000 media headlines, making it one of the most comprehensive overviews of the global iGaming landscape to date. It combines qualitative and quantitative research methods, including independent analytics from Kantar, the leading research agency, and internal insights from 30 SOFTSWISS experts.
Covering global key regions and industry domains, including marketing, regulation, technology, responsible gambling, cybersecurity, and AI, the 2026 iGaming Trends Report offers an in-depth look at the factors driving market transformation:
- AI goes operational: The perceived importance of AI scored 8.41/10 in 2025, up from 8.15 the previous year, with 56% of surveyed companies listing AI integration as one of their top-three business priorities.
- Brand Over Bonus: Influencer marketing dominance has dropped by 10 percentage points since 2023, while brand reputation and trust now play a bigger role than bonuses in player acquisition.
- Marketing reinvented: Operators are shifting their focus from performance-only tactics to brand-led ecosystems. iGaming Companies are now tracking brand equity metrics, such as Top of Mind and Purchase Intent, as strategic KPIs.
- Regulation reshaped: New markets, including Brazil and Finland, are transitioning to competitive licensing models, while countries such as the UK and Lithuania are introducing tighter advertising controls.
- Responsible gambling 2.0: AI-based tools are being deployed to identify at-risk player behaviour in real time, a step now expected by regulators in jurisdictions including Ontario and Greece.
- Cybersecurity as a core metric: Phishing incidents have increased by 180% since 2023, while 35% of smaller operators report inadequate cyber resilience, underscoring the growing connection between trust, compliance, and player retention.
This year's edition introduces a new microtrends section, exploring early-stage shifts and emerging ideas with near-term potential. This dedicated chapter highlights the smaller signals shaping tomorrow's market opportunities.
Each microtrend is supported by real examples and regional case studies, showing how forward-looking operators and suppliers can capitalise on these movements before they reach mainstream adoption.
Ivan Montik, founder of SOFTSWISS, comments: "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. Taken together, these chapters provide a structured view of what will shape 2026."
Operators and industry professionals can download the 2026 iGaming Trends Report on SOFTSWISS's website.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Casino Platform, the Game Aggregator with over 35,000 casino games, Affilka Affiliate Platform, the Sportsbook Platform, and the Jackpot Aggregator. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees. For more information, visit www.softswiss.com.
Media Contact
Alena Praskuryna
PR Manager
alena.praskuryna@softswiss.com
