Loading...
SOFTSWISS demonstrated how research initiatives can become strategic marketing products at Cyprus tech industry gathering.
Mar 5, 2026 · 4 min read
SOFTSWISS showcased its product-focused marketing approach at TechIsland's 7th MarComms Community Meetup in Cyprus, with CMO Valentina Bagniya presenting how the company transformed its iGaming Trends Report from a research initiative into a comprehensive marketing product.
The presentation centered on how SOFTSWISS's flagship iGaming Trends Report evolved beyond traditional thought leadership content. Bagniya detailed the transformation process, demonstrating how the in-house marketing team built and scaled the report into a practical tool that strengthens brand authority while supporting sales conversations.
This case study approach provided concrete insights into converting research-driven content into measurable business value, moving beyond conventional marketing metrics to drive tangible outcomes for the organisation.
SOFTSWISS iGaming Trends Report
SOFTSWISS transformed their flagship research publication from traditional thought leadership content into a comprehensive marketing product that drives measurable business value. The report now serves as both a brand authority tool and a practical asset supporting sales conversations.
The presentation naturally transitioned into a panel discussion titled "The Marketing Team Mix: Balancing In-House and Agency Partnerships." Moderated by Evgeny Kozlov, Regional Marketing Manager at Aleph Group, the session brought together marketing leaders from across the technology sector.
The panel featured diverse perspectives from:
The discussion revealed a significant industry shift away from full-service agency dependence toward enhanced in-house capabilities, while agencies maintain value through specialised expertise and multi-market execution.
"Marketing teams are being rebuilt around speed, ownership, and closeness to the business. The most sustainable results come when core capabilities stay in-house, and agencies are used as strategic partners where their expertise creates real value."
— Valentina Bagniya, CMO at SOFTSWISS
A substantial portion of the Q&A session focused on artificial intelligence as a transformative force in marketing operations. Panellists shared practical applications of AI tools and discussed how this technology is reshaping collaboration between internal teams and external agencies.
Bagniya highlighted SOFTSWISS's strategic approach following the appointment of Denis Romanovskiy as Chief AI Officer (CAIO), including the rollout of an enterprise AI platform designed to securely scale automation by integrating AI capabilities with existing corporate infrastructure. The emphasis on professional iGaming content creation processes reflects broader industry trends toward structured, quality-focused content operations.
The company's commitment to internal marketing excellence received industry recognition when SOFTSWISS's marketing team was named Best Marketing Team at the EGR Marketing & Innovation Awards in 2025.
This presentation reflects broader industry trends toward marketing operations that prioritise agility and business alignment. The shift suggests operators and technology companies are reassessing traditional agency relationships, seeking models that combine internal control with external specialisation.
The emphasis on transforming content initiatives into measurable business tools indicates growing pressure on marketing departments to demonstrate direct revenue impact rather than focusing solely on brand metrics.
Marketing Strategy Evolution
Industry trends show operators and technology companies are moving away from full-service agency dependence toward enhanced in-house capabilities. The most effective approach combines internal control with external specialisation, focusing on agility and direct business alignment rather than solely brand metrics.
SOFTSWISS evolved their research report beyond traditional thought leadership by building it into a practical tool that strengthens brand authority while supporting sales conversations. The transformation moved beyond conventional marketing metrics to drive tangible business outcomes.
AI is becoming a transformative force in marketing operations, reshaping collaboration between internal teams and external agencies. SOFTSWISS appointed a Chief AI Officer and rolled out an enterprise AI platform to securely scale automation by integrating AI capabilities with existing corporate infrastructure.
Marketing teams are being rebuilt around speed, ownership, and closeness to the business. Companies are finding that the most sustainable results come when core capabilities stay in-house, while agencies serve as strategic partners where their specialized expertise creates real value.
According to SOFTSWISS.
Professional iGaming content agencies prioritize structured processes over speed to manage regulatory risks and deliver compliant, high-quality content that meets SEO and legal requirements.
Professional iGaming content agencies use multi-stage workflows to manage regulatory risk and SEO compliance – here's what separates quality providers from risky alternatives.
Pragmatic Play's Chief Revenue Officer Mark Maislish reflects on the provider's record-breaking 2025 performance in an exclusive interview covering achievements and future strategy.
Get regulation updates, content insights, and market news delivered to your inbox every week.
No spam. Unsubscribe anytime.
