Delivering exceptional products starts with a profound understanding of client needs and expectations.” – Valentina Bagniya, CMO at SOFTSWISS
SOFTSWISS, a leading tech provider with over 15 years of iGaming expertise, has unveiled valuable findings from a customer survey conducted by Kantar, the world’s premier analytics agency, in November 2024. With approximately 25% of the global population engaging in iGaming, as noted by Global Gambling Statistics, the industry remains fiercely competitive. The survey sheds light on operators’ priorities and the evolving dynamics of the iGaming landscape.
Expertise Tops the List
The survey identified the top five characteristics that iGaming operators prioritize when selecting a technology supplier:
- High level of professionalism and expertise in the team
- Security of operations at all stages
- Supplier’s long-term and reliable reputation
- Flexible approach to collaboration terms
- Creation of new opportunities for business revenue growth
Interestingly, these priorities align with findings from the iGaming Trends 2025 Report. Factors like a strong client portfolio and responsible gambling initiatives ranked lower, as these are often viewed as regulatory requirements or secondary drivers of immediate business success.
“By sharing valuable insights with our partners and competitors, we actively contribute to driving innovation and growth across the industry,” added Bagniya.
Insights into Industry Information Sources
The survey also revealed the top five sources of information for iGaming operators:
- Recommendations from colleagues and partners
- Industry news resources
- Company websites offering products and services
- Employees of partner companies
The growing reliance on recommendations marks a significant shift, climbing from fourth place in previous years to take the top spot. Company websites also saw their importance nearly triple in the past year.
“Personal connections are becoming more significant, offering a trusted way to reach consumers in an overwhelming media flow,” shared Kateryna Kaliuzhna, Senior Client Partner at Kantar.
Trust and Transparency: The New Currency of iGaming
This focus on recommendations underscores the critical role of partnerships, networks, and trusted experts in the industry. As brands navigate the challenges of capturing audience attention in a saturated media landscape, trust and transparency emerge as key differentiators. Community-driven insights, credible information sources, and accessible expertise are reshaping how iGaming professionals connect and succeed in a rapidly evolving market.
By leveraging these insights, iGaming operators and suppliers can stay ahead, fostering innovation and reinforcing their competitive edge.
