SOFTSWISS will bring its senior leadership to the NEXT Valletta 2026 event to discuss how brand positioning and sportsbook engagement strategies can drive growth ahead of the 2026 FIFA World Cup.
Valentina Bagniya, Chief Marketing Officer at SOFTSWISS, will open the Marketing Center with a talk on building resilient brands in mature markets.
At the same time, Olga Resiga, the company’s Chief Business Development Officer, will participate in a high-level panel on audience engagement and retention in sportsbooks ahead of the 2026 World Cup.
NEXT Valletta 2026 will take place on May 27th and 28th at the Mediterranean Conference Center in Valletta.
On May 27th, Valentina Bagniya‘s talk, entitled “Everyone Talks About Branding in Mature Markets – Few Really Invest in It”, will analyze why brand strategy becomes a business necessity as acquisition costs increase and product differentiation decreases.
How can operators strengthen brands and retain players before the 2026 World Cup?
Drawing on SOFTSWISS experience, the session will show how operators can balance long-term brand consistency with changing market conditions.
Valentina Bagniya, Chief Marketing Officer at SOFTSWISS, comments: “The industry constantly talks about brand, but when markets get tough, brand is often the first thing companies sacrifice. Many iGaming companies still treat it as decoration rather than a business asset.
This approach stops working in mature markets, where players already have numerous product options and switching costs are practically non-existent. Strong brands are built through consistency and tough decisions, not short-term creative campaigns.”
On May 28th, Olga Resiga will participate in the panel “The Dispute for the World Cup Fan”, focused on engagement in sportsbooks during one of the busiest betting periods in the industry.
The discussion will address how operators can prepare for increased traffic, attract new audiences and retain players after the tournament ends.
Olga Resiga will share insights into how the SOFTSWISS Sportsbook team works on infrastructure preparation, audience engagement and player retention ahead of major sporting events, such as the 2026 World Cup.
Infrastructure and retention tools gain prominence ahead of the 2026 World Cup
Earlier this year, SOFTSWISS Sportsbook launched a new API testing tool designed to help operators prepare for traffic spikes during major sporting events.
Additionally, the product received the award for Best Innovative Sportsbook Feature at the SiGMA Awards South America 2026 thanks to the Sportsbook Network Jackpot feature.
Olga Resiga, Chief Business Development Officer at SOFTSWISS, comments: “The 2026 World Cup will be more than just a traffic spike for operators – it will be a true stress test for product, infrastructure and long-term retention strategy.
The brands that win during major tournaments are not necessarily the ones that invest the most in acquisition, but rather the ones capable of transforming short-term enthusiasm into lasting engagement.
In an environment where gamers have infinite choices and lower attention spans than ever before, retention, personalization and frictionless user experience become the true competitive advantage.”
SOFTSWISS representatives will be available throughout NEXT Valletta 2026 for meetings with operators and industry partners.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience developing innovative solutions for the iGaming industry.
The company offers complete software for managing iGaming projects. The portfolio includes the Casino Platform, the Games Aggregator with over 40 thousand casino games, the Sportsbook Platform and the Prediction Markets Platform.
The specialized team, based in Malta, Poland and Georgia, brings together more than 2 thousand professionals.
