SOFTSWISS' 2026 iGaming Trends Report maps the next evolution of global gaming

SOFTSWISS has published its 2026 iGaming Trends Report in partnership with NEXT.io, offering a detailed analysis of where the global online gaming industry is headed in the coming year. Now in its fourth edition, the report maps out key developments influencing operators, suppliers, and regulators as the industry transitions into a new phase of maturity.

The study draws from a survey of more than 350 iGaming professionals and the AI-powered analysis of over 120,000 media headlines, combining both qualitative and quantitative research. Independent analytics were conducted by Kantar, while SOFTSWISS contributed internal expertise from 30 of its specialists to strengthen the findings.

This year’s report examines the global sphere across technology, marketing, regulation, cybersecurity, responsible gambling, and artificial intelligence. It identifies six major forces transforming the industry:

• AI continues to take center stage, with its perceived importance rising from 8.15 to 8.41 out of 10 year-on-year, and 56% of respondents ranking AI adoption among their top three strategic priorities.
• Marketing models are also undergoing change. The report finds that influencer-led campaigns have fallen by ten percentage points since 2023, with brand reputation and consumer trust now carrying more weight than promotional incentives.
• Operators are shifting their attention from performance-driven tactics to holistic brand ecosystems, tracking long-term equity metrics such as Top of Mind and Purchase Intent to measure success.
• On the regulatory front, several countries are refining their licensing and compliance frameworks. Brazil, Finland, and France are advancing toward competitive licensing systems, while the United Kingdom and Lithuania have tightened advertising rules to strengthen player protection standards.
• Meanwhile, responsible gambling practices are being reshaped by AI-based monitoring tools capable of detecting at-risk behavior in real time, a capability that regulators in markets such as Ontario and Greece are beginning to require.
• Cybersecurity has become another defining metric of business resilience. The report notes that phishing incidents have grown by 180% since 2023, with more than a third of smaller operators acknowledging insufficient cyber defenses. SOFTSWISS links these vulnerabilities to an issue of consumer trust, emphasizing that player confidence is increasingly tied to an operator’s security posture.

For the first time, the report introduces a Microtrends section, focusing on early-stage developments that could quickly influence market direction. Each microtrend is paired with real-world case studies and regional examples, illustrating how companies can anticipate and leverage emerging opportunities before they become mainstream.

NEXT.io contributed a regional outlook assessing Europe’s post-regulatory adjustment, North America’s controlled growth trajectory, South America’s compliance-driven expansion, and Asia’s model of innovation within structured boundaries.

SOFTSWISS Founder Ivan Montik said: “In recent years, the sector has moved into maturity. What now matters is disciplined profitability, operational resilience, and the ability to deliver durable player value.

"This fourth edition reflects that shift. We examine the macrotrends reshaping the sector, the micro-level tactics and technologies that improve performance, and a regional outlook developed in partnership with NEXT.io. Taken together, these chapters provide a structured view of what will shape 2026 and the decisions it asks of operators, suppliers, and partners.”

SOFTSWISS will spotlight the findings during the 2026 iGaming Trends Marathon at the SiGMA Central Europe Summit on November 5, 2025. The four-hour program, scheduled from 12:00 to 16:00 on the People, Partners & Performance Stage, will feature keynote discussions and expert panels exploring the report’s core themes.

Last year’s Trends Report drew more than 13,000 downloads, cementing its reputation as one of the industry’s most referenced analytical resources. The 2026 edition is now available for download, offering operators, affiliates, and stakeholders a data-backed overview of the market forces shaping the year ahead.