SOFTSWISS orchestrated an unconventional multichannel campaign at NEXT Valletta 2026 to address a persistent branding challenge – breaking the industry's singular association with its Casino Platform to showcase its broader product ecosystem.
The activation centred on three key solutions: the Sportsbook, Game Aggregator, and Prediction Markets Platform – products that the company acknowledged often remain overshadowed by its strongest market recognition.
From LinkedIn Confession to Industry Campaign
The campaign originated from a candid LinkedIn post by Valentina Bagniya, Chief Marketing Officer at SOFTSWISS, who reflected on years of explaining the company's wider offering through traditional marketing materials whilst the market continued to simplify the story to a single product association.
Her assessment was that SOFTSWISS had been "too elegant" about its own product lineup – essentially, not obvious enough in its messaging approach.
"For SOFTSWISS, the Casino Platform is a strong and commercially important association, but it is not the full picture. We wanted to make our wider product lineup more visible in a way that felt simple, human, and memorable. The Sportsbook, Game Aggregator, and Prediction Markets all play an important role in how we support our partners' growth, and we wanted people to notice them. And they did – so it worked."
— Valentina Bagniya, Chief Marketing Officer at SOFTSWISS
Employee-Generated Content Strategy
The LinkedIn activity quickly expanded beyond executive messaging. Employees across marketing, business development, product, and leadership teams participated by sharing photos of themselves holding signs calling attention to products beyond the Casino Platform.
This approach generated a steady flow of employee-generated content that transformed an internal marketing objective into a public industry conversation.
Content Amplification Strategy
Employee-generated campaigns work most effectively when participants span multiple departments rather than just marketing teams. The cross-departmental approach from business development, product, and leadership creates authentic diversity in messaging and reaches different professional networks within the same campaign cycle.
NEXT Valletta Activation
The campaign reached its crescendo on 27 May at NEXT Valletta 2026, the conference organised by NEXT.io, described as the world's iGaming community. Inside the main hall, more than 50 people held signs specifically highlighting the Sportsbook, Game Aggregator, and Prediction Markets Platform, bringing the campaign's core message into direct contact with conference attendees.
The activation drew positive industry reaction, with conference organisers acknowledging its effectiveness.
"SOFTSWISS brought one of the most memorable activations we've seen at NEXT Valletta. Rather than relying on standard exhibition presence, they turned product visibility itself into the campaign and it resonated across the floor. The message captured exactly what smart conference marketing should do: make people stop, smile, and remember. It's a great example of how brands can use an industry event as a genuine communication platform."
— Pierre Lindh, Co-Founder and Managing Director at NEXT.io
50+
Conference Participants in Live Activation
April 2026
Prediction Markets Platform Launch
3
Core Products Featured in Campaign
Product Portfolio Expansion
The campaign coincided with SOFTSWISS's continued expansion of its modular product offerings. In April 2026, the tech provider became the first in the industry to introduce the Prediction Markets Platform. Built on a fixed-odds principle, this B2B solution enables operators to offer event-based wagering across politics, economics, entertainment, and other categories.
Technical Implementation
The Prediction Markets Platform operates on fixed-odds principles, distinguishing it from traditional betting mechanisms. This technical foundation allows operators to structure wagering across non-sports categories including political outcomes, economic indicators, and entertainment events, expanding revenue opportunities beyond conventional gaming verticals.
Strategic Communication Lessons
The SOFTSWISS approach highlights a common challenge for diversified B2B providers – managing brand perception when one product line dominates market recognition. Rather than conventional marketing channels, the company deployed what it termed "the most advanced marketing technology available: people noticing things."
The campaign's success suggests that direct, human-centred messaging can effectively shift established industry perceptions. For providers with broad product portfolios, the activation demonstrates how creative conference marketing can serve as a platform for strategic brand repositioning.
The emphasis on employee participation also indicates how internal teams can amplify corporate messaging authentically, particularly when addressing industry-wide perception gaps that may limit business development opportunities across different product verticals.
