SOFTSWISS 2026 Trends Report Reveals Where Industry is Heading

SOFTSWISS, a global tech leader in iGaming solutions with a strong operational base in Malta, has released its 2026 iGaming Trends Report, developed in partnership with NEXT.io. The fourth edition of this annual study provides a data-driven roadmap for operators, suppliers, and industry stakeholders as they prepare for the next phase of industry evolution.

The report is based on a survey of over 350 iGaming professionals and the AI-driven analysis of over 120,000 media headlines, making it one of the most comprehensive overviews of the global iGaming landscape to date. It combines qualitative and quantitative research methods, including independent analytics from Kantar, the leading research agency, and internal insights from 30 SOFTSWISS experts.

In line with Malta’s position as one of the world’s foremost iGaming jurisdictions, the 2026 iGaming Trends Report covers global key regions and industry domains, including marketing, regulation, technology, responsible gambling, cybersecurity, and AI. The findings reveal the factors driving market transformation:

• AI Goes Operational: The perceived importance of AI scored 8.41/10 in 2025, up from 8.15 the previous year, with 56% of surveyed companies listing AI integration as one of their top-three business priorities.
• Brand Over Bonus: Influencer marketing dominance has dropped by 10 percentage points since 2023, while brand reputation and trust now play a bigger role than bonuses in player acquisition.
• Marketing Reinvented: Operators are shifting their focus from performance-only tactics to brand-led ecosystems. iGaming companies are now tracking brand equity metrics, such as Top of Mind and Purchase Intent, as strategic KPIs.
• Regulation Reshaped: New markets, including Brazil, Finland, and France, are transitioning to competitive licensing models, while countries such as the UK and Lithuania are introducing tighter advertising controls. Malta remains a benchmark jurisdiction for responsible regulatory evolution — an approach reflected in the report’s analysis of compliance trends.
• Responsible Gambling 2.0: AI-based tools are being deployed to identify at-risk player behaviour in real time, a step now expected by regulators in jurisdictions including Ontario and Greece. The study also highlights the growing alignment between EU and MGA-driven initiatives, where technology is being used to support safer play.
• Cybersecurity as a Core Metric: Phishing incidents have increased by 180% since 2023, while 35% of smaller operators report inadequate cyber resilience, underscoring the growing connection between trust, compliance, and player retention.

This year’s edition introduces a new Microtrends section, exploring early-stage shifts and emerging ideas with near-term potential. This dedicated chapter highlights the smaller signals shaping tomorrow’s market opportunities, with several insights drawn from Maltese and European case studies illustrating how the region continues to lead in regulatory and technology adoption.

Each microtrend is supported by real examples and regional case studies, showing how forward-looking operators and suppliers can capitalise on these movements before they reach mainstream adoption.

The report also includes a regional outlook developed by NEXT.io, covering Europe’s recalibration, North America’s measured growth, South America’s compliance-driven execution, and Asia’s controlled innovation model.

Ivan Montik, Founder of SOFTSWISS, comments: “In recent years, the sector has moved into maturity. What now matters is disciplined profitability, operational resilience, and the ability to deliver durable player value. This fourth edition reflects that shift. We examine the macrotrends reshaping the sector, the micro-level tactics and technologies that improve performance, and a regional outlook developed with NEXT.io. Taken together, these chapters provide a structured view of what will shape 2026 and the decisions it asks of operators, suppliers, and partners.”

From its Maltese base, SOFTSWISS continues to contribute to the country’s reputation as the heart of iGaming research and innovation, using data-led insights to support transparency, compliance, and responsible growth.

Last year’s Trends Report edition attracted significant industry attention, with over 13,000 downloads, confirming its value as one of the sector’s most respected analytical resources.

Operators and industry professionals can download the 2026 iGaming Trends Report here.