SOFTSWISS will take part in NEXT Valletta 2026, where its senior team is set to discuss brand development and sportsbook growth as operators prepare for higher betting volumes linked to the FIFA World Cup 2026.
The event is scheduled for May 27-28 at the Mediterranean Conference Centre in Malta.
Brand strategy in mature markets
On May 27, SOFTSWISS Chief Marketing Officer Valentina Bagniya will open the conference's Marketing Hub with a keynote on the role of brand investment in mature markets.
Her session will examine how operators can preserve a consistent brand over time while adapting to shifting market conditions and rising customer acquisition costs.
Bagniya's main argument is that many iGaming businesses still treat branding as a visual layer rather than a strategic asset. In established markets, where players can easily switch between products, long-term consistency and disciplined positioning become more important than short-term creative campaigns.
Sportsbook readiness ahead of major tournaments
On May 28, SOFTSWISS Chief Business Development Officer Olga Resiga will join a panel titled The Battle for the World Cup Fan.
The discussion will focus on how operators can manage peak traffic, win new audiences during major sports events, and keep players engaged after the tournament ends.
Resiga is expected to share how the SOFTSWISS Sportsbook team approaches three core areas ahead of the 2026 World Cup:
- technical infrastructure readiness
- audience engagement
- player retention strategy
According to Resiga, the tournament should be seen not only as a short-term traffic spike but also as a test of product quality, platform resilience, and long-term customer strategy. She emphasized that the most successful brands are not always those spending the most on acquisition, but those able to convert event-driven excitement into lasting engagement.
She also pointed to retention, personalization, and a smooth user experience as key competitive strengths in a market where users have many alternatives and shorter attention spans.
Recent sportsbook developments
Earlier in 2026, SOFTSWISS introduced an API testing tool designed to help operators prepare for heavy demand during major sporting events.
The company's sportsbook offering also received the SiGMA Awards South America 2026 distinction for Best Sportsbook Innovative Feature, recognizing its Sportsbook Network Jackpot feature.
SOFTSWISS added that its representatives will be available throughout NEXT Valletta 2026 for meetings with operators and other industry stakeholders.
