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SOFTSWISS demonstrated how research initiatives can evolve into strategic marketing tools during TechIsland's 7th MarComms Community Meetup in Cyprus.
Mar 3, 2026 · 5 min read
SOFTSWISS showcased its evolution from traditional marketing approaches to product-driven strategies during TechIsland's 7th MarComms Community Meetup in Cyprus. The presentation highlighted how established iGaming operators are restructuring their marketing capabilities to balance internal control with external expertise.
Valentina Bagniya, CMO at SOFTSWISS, used the company's iGaming Trends Report as a case study for transforming research initiatives into scalable marketing products. The flagship initiative has evolved beyond its original thought leadership purpose, becoming a practical tool that strengthens brand authority and supports sales conversations.
The presentation demonstrated how in-house marketing teams can build and scale sophisticated products without relying solely on external agencies. This approach allows operators to maintain closer control over brand messaging while developing proprietary assets that deliver long-term value.
Product-Driven Marketing Transformation
SOFTSWISS demonstrated how marketing teams can evolve beyond traditional approaches by transforming research initiatives into scalable marketing products. The iGaming Trends Report serves as a prime example of how thought leadership content can become a practical business tool that strengthens brand authority and supports sales conversations while maintaining internal control over brand messaging.
The presentation fed into a broader panel discussion titled "The Marketing Team Mix: Balancing In-House and Agency Partnerships." Moderated by Evgeny Kozlov, Regional Marketing Manager at Aleph Group, the panel featured marketing leaders from across the tech and gaming sectors.
Participants included Nikolay Kozlov, CMO at Wargaming; Rebecca Theodorou, Managing Director & Head of Communications Action 360x at Action Global Communications; Pietra Flouri, General Manager at Thinkbloom; and Olga Loktionova, Representative of SPORTSOFT and PR Director of CAPSBOLD Creative Marketing Agency.
The discussion revealed a significant shift from full-service agency reliance toward stronger in-house capabilities, with agencies increasingly valued for specialized expertise and multi-market execution rather than comprehensive marketing management.
"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
7th
TechIsland MarComms Community Meetup Edition
2,025
Year SOFTSWISS Won Best Marketing Team Award
A significant portion of the Q&A session focused on AI's emerging role as a third key player in marketing team structures. Panellists discussed practical applications and how artificial intelligence is reshaping collaboration between internal teams and external partners.
Bagniya outlined SOFTSWISS' strategic approach following the appointment of Denis Romanovskiy as Chief AI Officer. The company has rolled out an enterprise AI platform designed to securely scale AI automation by connecting AI capabilities with corporate tools and data.
This technology integration represents a broader industry trend toward sophisticated marketing automation while maintaining security and data governance standards critical for regulated iGaming operators.
AI Implementation Strategy
When integrating AI into marketing operations, iGaming operators should prioritize enterprise-level platforms that connect AI capabilities with existing corporate tools and data while maintaining security and governance standards required for regulated environments. SOFTSWISS' approach of appointing a Chief AI Officer demonstrates the strategic importance of dedicated AI leadership in marketing transformation.
The strategic focus on in-house capabilities has delivered measurable results for SOFTSWISS. In 2025, the company's marketing team was recognised as Best Marketing Team at the EGR Marketing & Innovation Awards, reflecting successful investment in internal marketing capabilities and long-term brand asset development.
The TechIsland presentation signals a broader recalibration of marketing strategies across the iGaming sector. Operators are prioritizing internal capabilities that provide direct control over brand positioning and customer relationships while selectively partnering with agencies for specialized expertise.
This hybrid approach allows companies to maintain agility in fast-moving regulatory environments while building proprietary marketing assets that deliver sustained competitive advantages. The success of SOFTSWISS' product-driven approach suggests operators should evaluate their own research and content initiatives for similar transformation opportunities.
Operators are shifting from full-service agency reliance toward stronger in-house capabilities. Agencies are increasingly valued for specialized expertise and multi-market execution rather than comprehensive marketing management, allowing companies to maintain closer control over brand messaging.
AI is emerging as a third key player in marketing team structures, with companies like SOFTSWISS implementing enterprise AI platforms that securely scale automation. This integration helps maintain security and data governance standards critical for regulated iGaming operators.
Product-driven marketing allows operators to build scalable assets without relying solely on external agencies. This approach enables companies to maintain control over brand positioning while developing proprietary marketing assets that deliver sustained competitive advantages and long-term value.
According to SOFTSWISS.
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