Episode 31·10:52·1 Apr 2026

The Exact Positioning Shift SOFTSWISS Is Making for Regulated Markets in 2026 | iGaming Real Talk

with Valentina, CMO at SoftSwiss

Surya Palli

Founder of iGaming Real Talk.·1 Apr 2026

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Welcome to another episode of Marketing Decoded, our special series from ICE Barcelona 2026!

In episode 31 of iGaming Real Talk, Valentina, CMO at SoftSwiss reveals how the leading B2B iGaming technology provider is updating its brand positioning to stay ahead in a maturing industry, focusing on regulated markets, shared ambition with partners, and building long-term commercial value.

Key takeaways

The Necessity of Positioning. A clear positioning statement serves as the essential foundation for any successful marketing strategy, yet many teams fail to define it effectively.
Evolution of Brand Identity. SOFTSWISS is moving beyond its 'Grab Success' campaign to focus on technical excellence, market maturity, and sustainable international growth.
Strategic Focus for 2026. The company identifies regulation as a core strategy, shifting from AI experimentation to practical execution and prioritizing long-term brand strength.
Prioritizing Retention. In the maturing iGaming landscape, the company emphasizes that building emotional connections and fostering customer retention is superior to pursuing pure growth.
Physical Manifestation of Strategy. The refreshed, clean design of the SOFTSWISS stand at ICE Barcelona 2026 acts as a visual representation of their new, more serious corporate direction.

Notable quotes

Regulation is no longer just a hurdle; it is a core strategy for modern iGaming success.

Strong positioning, partner-first thinking, and consistent brand evolution are what separate the leaders from the rest.

The focus must shift from experimentation to practical AI execution to deliver real commercial value.

About the guest

Valentina

CMO at SoftSwiss

Valentina is the Chief Marketing Officer at SOFTSWISS, a leading B2B iGaming technology provider. She is an expert in brand strategy and marketing within the gaming industry, known for leading high-level initiatives that emphasize long-term commercial value and technical maturity.

Transcript excerpt

A short passage published by the podcast, not the whole conversation.

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Surya Palli
Welcome to Marketing Decoded, coming to you live from ICE Barcelona 2026. Today, I’m joined by Valentina, CMO at SOFTSWISS, to talk about the brand evolution of a global B2B tech leader. Valentina, let’s start with a fundamental concept, positioning. Why is it so often overlooked?
Valentina
It’s a pleasure to be here. You’re right; a clear positioning statement is the cornerstone of marketing, yet so many organizations miss it. At SOFTSWISS, we are currently evolving our narrative to reflect our maturity, our technical excellence, and our commitment to sustainable international growth, moving past our 'Grab Success' campaign.
Surya Palli
I noticed your stand here at ICE looks quite different this year. Is that part of this shift?
Valentina
Exactly. The new, cleaner, and more minimalist design of our stand is our first public signal of our 2026 strategy. It represents the authoritative position we are taking in the market.
Surya Palli
As you look at the landscape, what are the primary trends shaping the iGaming industry right now?
Valentina
There are three critical shifts. First, regulation is moving from being a hurdle to becoming a core business strategy. Second, we are seeing the industry transition from AI experimentation toward practical, high-impact execution. Finally, brand strength is becoming the definitive competitive differentiator in the market.
Surya Palli
That focus on brand strength is interesting in a B2B space. Is it really about emotional connection?
Valentina
Absolutely. In the B2B iGaming sector, fostering an emotional brand connection is just as vital as providing technical reliability. We are prioritizing long-term commercial value through retention rather than chasing growth at any cost, which requires that deeper connection with our partners.
Surya Palli
Before we wrap up, for those looking to master these brand mechanics, do you have any reading recommendations?
Valentina
I highly recommend Byron Sharp’s 'How Brands Grow.' It’s essential reading for any marketer who wants to understand the true mechanics of building a sustainable, long-term brand.