SOFTSWISS backs F1 film to highlight tech-driven iGaming vision

iGaming solutions provider SOFTSWISS has launched a high-profile marketing push around the release of F1: The Movie, using the premiere as a platform to showcase its "commitment to innovation, performance, and teamwork."

The company hosted exclusive red-carpet premiere screenings in São Paulo and Malta for partners and clients. The events featured champagne towers, photo zones, and a personal video greeting from former F1 driver Rubens Barrichello, now Non-Executive Director for Latin America at SOFTSWISS.

Barrichello, who joined SOFTSWISS in 2024, supports the company’s strategic growth across Latin America, one of the fastest-growing iGaming regions. Known for his precision and data-led approach during his racing career, the company says that Barrichello’s involvement underscores its emphasis on performance and innovation.

In the lead-up to the screenings, SOFTSWISS released a reaction video featuring Barrichello viewing the film’s trailer. In it, he drew parallels between Formula 1 and the iGaming sector, citing the importance of real-time decisions and teamwork in both.

“In the world of iGaming, we also deal with large amounts of data, adjust solutions in real time, and rely on teamwork,” Barrichello said. “Just as a driver trusts engineers and mechanics, we trust our developers and analysts. Both worlds share the same values, and I am happy to be part of each of them.”

The partnership and the film campaign are part of SOFTSWISS’s broader strategy to align with culturally resonant moments and personalities that reflect the brand’s values and market ambitions.

By connecting with figures like Rubens Barrichello and cultural events that resonate with its audience, the company said it aims to showcase not just the story of iGaming, but also the role of technology and teamwork in shaping the future of entertainment.