SoftSwiss has a new look after refreshing its brand identity and identifying a new positioning strategy.
The company said that the decision to change was taken in response to structural changes that are continuing to reshape iGaming markets around the world.
Among the changes noted by SoftSwiss are market fragmentation, greater complexity for operators and a shift from ‘transactional vendor relationships’ to long-term partnerships.
Ivan Montik, Founder of SOFTSWISS, comments: “The role of the technology partner has fundamentally changed over the past few years. As iGaming becomes more regulated and more complex, operators need much more than technology alone. They need a partner that understands regulations, brings operational expertise, and supports sustainable growth over the long term.
“Over the past 17 years, we’ve built those capabilities alongside the technology at the core of our business. Our updated positioning doesn’t change who we are – it simply reflects the company we’ve become and the role we already play for our partners.”
SoftSwiss highlighted that it is seeking to meet the demands of its over 1,500 brand partners by providing regulatory expertise, operational reliability and strong service.
As part of the changes, its operator partners will now be met with a new visual identity that reflects this shift.
AI in the spotlight
Among the biggest changes highlighted by SoftSwiss was the rise of AI, which the company has acknowledged by appointing Denis Romanovskiy as its first Chief Artificial Intelligence Officer in January.
Romanovskiy’s remit is focused on driving AI adoption and innovation across SoftSwiss.
“The creation of the Chief AI Officer role is a reflection of how critical artificial intelligence has become to the future of technology. AI is transforming how we build products, how businesses operate and how value is created,” said Montik at the time of the announcement.
SoftSwiss’ new identity is being implemented across its products, communications and ‘industry touchpoints’ across 2026.
