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SOFTSWISS senior executives will participate in discussions on brand positioning and sportsbook growth strategies at NEXT Valletta 2026, as operators prepare for increased betting activity ahead of the FIFA World Cup 2026.
The conference will take place on May 27-28 at the Mediterranean Conference Centre.
Valentina Bagniya, Chief Marketing Officer at SOFTSWISS, will open the event’s Marketing Hub on May 27 with a keynote titled “Everyone Talks About Brand in Mature Markets – Few Actually Invest in It.”
The session will focus on how operators can maintain long-term brand consistency while responding to changing market conditions and rising customer acquisition costs.
“The industry talks about brand constantly, but when markets become difficult, brand is often the first thing companies sacrifice. Many iGaming companies still treat it as decoration instead of a business asset,” Bagniya said.
“That approach stops working in mature markets, where players already have endless product choice and switching costs are close to zero. Strong brands are built through consistency and difficult decisions, not short-term creative campaigns,” she added.
On May 28, Olga Resiga, Chief Business Development Officer at SOFTSWISS, will join a panel discussion titled “The Battle for the World Cup Fan,” focused on sportsbook engagement and retention strategies during major sporting events.
The discussion will examine how operators can prepare infrastructure for increased traffic volumes, attract new audiences, and retain players after tournaments conclude.
Resiga will also share insights into how the SOFTSWISS Sportsbook team approaches infrastructure readiness, audience engagement and player retention ahead of the FIFA World Cup 2026.
“The 2026 World Cup will be more than just a traffic peak for operators – it will be a real stress test for product, infrastructure, and long-term player strategy. The brands that win during major tournaments are not necessarily the ones spending the most on acquisition, but the ones capable of turning short-term excitement into long-term engagement,” Resiga said.
“In an environment where players have endless options and shorter attention spans than ever, retention, personalisation, and seamless user experience become the real competitive advantage,” she added.
Earlier this year, the company’s sportsbook division launched an API testing tool aimed at helping operators prepare for peak traffic loads during major sports events.
The product also received the Best Sportsbook Innovative Feature award at the SiGMA Awards South America 2026 for its Sportsbook Network Jackpot feature.
SOFTSWISS representatives will be available throughout NEXT Valletta 2026 for meetings with operators and industry partners.