SOFTSWISS wrapped up a strong showing at iGB L!VE London 2026, giving partners their first in-person look at the company’s refreshed visual identity and new positioning.
The company had digitally launched its new brand on 1 July 2026, making iGB L!VE the first opportunity to bring that identity to life in a physical setting.
Rather than simply unveiling a new look, SOFTSWISS transformed its entire exhibition presence into an immersive experience built around partnership and long-term growth.
Every element of the company’s presence was designed around creating the right environment for meaningful conversations, stronger partnerships, and sustained business development.
Miranda Guliashvili, head of Regional Growth at SOFTSWISS, explained the thinking behind the approach taken at this year’s event.
“Our new positioning ultimately reflects the way we work with our partners,” said Guliashvili. “iGB L!VE became the first opportunity to bring this philosophy to life face to face.”
Guliashvili added: “We wanted every interaction – from the moment partners left their hotel until their final meeting – to reflect our approach to partnership: personal, thoughtful, reliable, and focused on long-term success.”
To put that philosophy into practice, SOFTSWISS arranged a Ferrari transfer service between partner hotels and the ExCeL London venue throughout the event.
The company also welcomed partners into a private Networking Lounge featuring a secluded balcony that quickly became one of the most popular spots for strategic discussions.
On the second day of the exhibition, SOFTSWISS hosted a Healthy Morning Breakfast, offering partners a relaxed environment to recharge and continue conversations away from the busy show floor.
SOFTSWISS further strengthened industry relationships by co-hosting an evening networking event alongside DELULU Gaming, bringing together operators, partners, and industry leaders.
The company also recorded a series of industry conversations during iGB L!VE, exploring what drives sustainable growth in today’s increasingly competitive iGaming market.
Participants included Robin Harrison, global content director B2B at WorldGaming, Fernando Saffores, CEO and founder of Focus Gaming News, and Levon Nikoghosyan, CEO and founder of AffPapa, among other industry experts.
Those conversations touched on market maturity, regulation, innovation, and the qualities that define successful long-term partnerships in the modern iGaming landscape.
For SOFTSWISS, the London event marked the beginning of a new chapter, demonstrating that its updated positioning extends well beyond visual identity into every partner interaction.
