SOFTSWISS has moved to reduce the need for technical resources through the launch of its new feature, Motion.
Described as a ‘no-code workflow automation tool’, the feature is integrated into SOFTSWISS’s casino platform and enables operators to automate aspects such as bonus issuance, segmentation and player tagging.
Targeted at CRM and retention teams, Motion requires a trigger, condition and action.
For example, operators feed in a trigger, such as player registration or deposit, and set up a rule defining which players the action applies to. The action then determines the outcomes, for example, issuing a bonus.
Once set up, Motion runs these rules automatically without the need for manual involvement.
Suren Vardanyan, Head of Sales for SOFTSWISS’s Casino Platform, commented: “Motion addresses a common operational constraint for operators – the dependency on technical resources for everyday CRM execution.
“By enabling teams to define and run player logic directly within the platform, it removes delays and manual steps. This allows CRM and retention teams to focus on strategy and player engagement, while supporting a shift toward more autonomous, where business teams can act faster and rely less on technical mediation.”
According to SOFTSWISS, Motion is already being utilised by more than 130 casino projects.
All eyes on AI
Earlier this year, SOFTSWISS announced the appointment of its first-ever Chief AI Officer, Denis Romanovskiy.
Formerly one of the company’s Deputy Chief Technology Officers, Romanovskiy is now responsible for executing SOFTSWISS’s AI strategy and leading the rollout of its AI platform, which seeks to scale AI automation across the company.
Ivan Montik, Founder of SOFTSWISS, noted that the creation of the role serves as a clear reflection of the critical role that AI is playing in the future development of technology, and the investment in dedicated leadership represents SOFTSWISS’s ambition to be at the “forefront of the shift”.
“We’ve seen first-hand the amazing things AI can do,” said Romanovskiy at the time of the announcement. “Our focus now is on making AI a trusted, governed and economically efficient capability that delivers measurable productivity gains across every part of the business.”
