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SOFTSWISS used NEXT Valletta 2026 in Malta to draw attention to several products in its iGaming technology portfolio, placing its Sportsbook, Game Aggregator, and Prediction Markets Platform at the center of a multichannel campaign that sought to draw attention to products beyond its Casino Platform.
The activation took place inside the main hall of the conference, run by NEXT.io. More than 50 people held signs referencing the three products, bringing the campaign message directly to attendees on the event floor.
The campaign was built around an issue SOFTSWISS said it had identified in the market: although the company has developed a broader product ecosystem, it is still most closely associated with its Casino Platform. The company framed the campaign around what it called “the most advanced marketing technology available: people noticing things”.
Valentina Bagniya, Chief Marketing Officer at SOFTSWISS, first introduced the campaign through a LinkedIn post, reflecting on the company’s earlier efforts to explain its product range through “brochures, banners, booths, decks, acronyms, acronyms inside decks, and decks explaining the acronyms,” while the market continued to reduce the brand’s identity to one product.
She said SOFTSWISS had been “too elegant” about its own product lineup, describing that as marketer’s language for “not obvious enough.”
“For SOFTSWISS, the Casino Platform is a strong and commercially important association, but it is not the full picture. We wanted to make our wider product lineup more visible in a way that felt simple, human, and memorable,” Bagniya said.
“The Sportsbook, Game Aggregator, and Prediction Markets all play an important role in how we support our partners’ growth, and we wanted people to notice them. And they did – so it worked.”
The LinkedIn element then expanded across SOFTSWISS teams, with employees from marketing, business development, product, and leadership sharing photos of themselves holding signs calling attention to products beyond the Casino Platform. The company said the employee-led content turned an internal marketing point into a public message.
Pierre Lindh, Co-Founder and Managing Director at NEXT.io, said the campaign stood out at the event. “SOFTSWISS brought one of the most memorable activations we’ve seen at NEXT Valletta,” according to Lindh. “Rather than relying on standard exhibition presence, they turned product visibility itself into the campaign, and it resonated across the floor.”
“The message captured exactly what smart conference marketing should do: make people stop, smile, and remember. It’s a great example of how brands can use an industry event as a genuine communication platform.“
SOFTSWISS said the campaign was designed to support visibility for its modular product portfolio, which includes solutions intended to help operators expand their offering and reach new player segments.
In April, the company introduced its Prediction Markets Platform, which it describes as the first such product in the industry. Built on a fixed-odds model, the B2B platform allows operators to offer event-based wagering across politics, economics, entertainment, and other categories.