SOFTSWISS, a global iGaming technology provider, launched a multichannel campaign at NEXT Valletta 2026 to spotlight products beyond its flagship Casino Platform.
The activation centred on three solutions within the SOFTSWISS portfolio: the Sportsbook, the Game Aggregator, and the Prediction Markets Platform.
The campaign directly addressed a challenge the company openly acknowledged, noting that many industry professionals still associate the brand primarily with its Casino Platform.
SOFTSWISS described its approach as deploying “the most advanced marketing technology available: people noticing things,” blending LinkedIn activity, employee-led content, and an offline activation.
The campaign began with a LinkedIn post from Valentina Bagniya, chief marketing officer at SOFTSWISS, reflecting on years spent explaining the company’s wider offering through “brochures, banners, booths, decks, acronyms, acronyms inside decks, and decks explaining the acronyms.”
Bagniya concluded that SOFTSWISS had been “too elegant” about its own product lineup, which she described as marketer’s language for “not obvious enough.”
As Bagniya put it: “For SOFTSWISS, the Casino Platform is a strong and commercially important association, but it is not the full picture.”
She added: “We wanted to make our wider product lineup more visible in a way that felt simple, human, and memorable.”
Employees across marketing, business development, product, and leadership teams shared photos holding signs calling attention to products beyond the Casino Platform, amplifying the message considerably.
The campaign culminated on 27 May at NEXT Valletta 2026, where more than 50 people inside the main hall held signs highlighting the three platforms.
Pierre Lindh, co-founder and managing director at NEXT.io, said: “SOFTSWISS brought one of the most memorable activations we’ve seen at NEXT Valletta.”
Lindh continued: “Rather than relying on standard exhibition presence, they turned product visibility itself into the campaign and it resonated across the floor.”
He added: “It’s a great example of how brands can use an industry event as a genuine communication platform.”
In April 2026, SOFTSWISS became the first company in the industry to introduce a Prediction Markets Platform built on a fixed-odds principle for B2B operators.
The platform allows operators to offer event-based wagering across politics, economics, entertainment, and other categories, broadening the scope of what operators can offer players.
SOFTSWISS has operated for over 15 years and currently employs more than 2,000 experts across offices in Malta, Poland, and Georgia.
