Navigating iGaming's Evolving Landscape: Insights from Industry Leaders

As the iGaming industry prepares for key events like iGB London, discussions are increasingly focused on data, market signals, and long-term strategic planning. Yet, some of the most profound shifts are occurring beneath the surface.

Industry veterans Robin Harrison, Global Content Director B2B at Worldgaming, and Alexandra Kavelich from SOFTSWISS recently shared their unique perspectives on how trends emerge, how to distinguish meaningful change from mere 'noise', and what merits closer attention in today's dynamic market.

Geographical Shifts and Emerging Powerhouses

Robin Harrison observes a distinct geographical shift in the industry's center of gravity. He notes that much of iGaming's past growth originated in the US and Europe, but this is clearly migrating towards new regions, particularly Latin America and Africa. Harrison highlights Africa's immense potential, despite the inherent challenges of market entry and success. This evolution, he suggests, could lead to a 'changing of the guard' among top-tier operators, with companies like Superbet and Kaizen Gaming/Betano demonstrating strong performance in these emerging territories. He is keen to see if their success translates into gaining market share in Europe, even with its increasingly stringent regulatory frameworks and rising taxes.

A New Behavioral Focus for Operators

Echoing the sentiment on geographical expansion, Alexandra Kavelich points to a parallel, yet distinct, behavioral shift among operators. She notes that a few years ago, the primary question was often about rapid market entry. Today, the conversation has evolved to focus on critical inquiries such as: "Do we have the right technology? Can we navigate local regulation? Can we scale without compromising quality or player experience?" Kavelich explains that this change signifies a maturing market where businesses can no longer rely solely on speed. Instead, they must build reliable technology, transparent operations, and resilient partnerships for sustainable long-term growth. This emphasis on preparedness for 'what comes after' market entry is a strong signal of industry change, prompting SOFTSWISS's investments in market intelligence.

The Evolving Role of Data and Interpretation

While the industry now has access to an unprecedented volume of data, Kavelich cautions that this doesn't automatically improve foresight. She identifies the consolidation of fragmented data into meaningful intelligence as a significant growth opportunity. A positive development, however, is a shift in mindset, with more companies now investing in data-informed products and business models rather than merely reacting to market changes. She cites SOFTSWISS's Prediction Markets Platform as an example of adapting emerging signals into scalable business opportunities.

Harrison reinforces this, stating that raw data alone is insufficient; it must be combined with deep industry knowledge, experience, and a willingness to challenge assumptions. Effective communication of data is also crucial. He points to the Netherlands, where dire industry warnings about tax increases, though supported by data (only a €2 million increase in 2025 tax revenue projected), failed to influence government policy, which continues to tighten controls. This highlights a gap in how data is presented to external stakeholders.

Both experts concur that in a maturing market, interpretation of information becomes far more valuable than mere access to it, which is increasingly commoditized. Worldgaming, for instance, is now focusing on exploring the 'why' behind market phenomena, rather than just reporting the 'what'.

Beyond Chasing the Next Big Thing

There's a risk of overlooking current progress and value while constantly pursuing the 'next big thing'. Harrison suggests the land-based casino sector offers valuable lessons, as its capital-intensive nature fosters a longer-term perspective and clearer decision-making, exemplified by major operators like Wynn and MGM Resorts withdrawing from New York's downstate licensing process. Kavelich agrees, emphasizing that while curiosity drives progress, not every trend translates into a sustainable business opportunity. She stresses that lasting value in iGaming is built on fundamental elements such as technical reliability, compliance, security, scalability, and an excellent player experience. These foundational strengths foster trust and enable operators to confidently adopt new technologies and expand into new markets.

The Hallmarks of a Healthy Industry

Kavelich distinguishes between a fast-growing industry, which prioritizes speed, and a healthy industry, which optimizes for resilience. A healthy industry asks if its technology is robust, if it's building trust with regulators, partners, and players, and if it's creating long-term value. SOFTSWISS, she notes, views technical reliability, security, compliance, and exceptional service as strategic assets that empower operators in complex, regulated markets, understanding that trust, not technology alone, builds lasting partnerships. Harrison concurs, highlighting that a healthy industry focuses on underlying fundamentals: sustainable foundations, robust processes, strong compliance protocols, player trust, and effective stakeholder management. He cautions that a relentless pursuit of growth can become an unsustainable 'hamster wheel' for some companies, where maintaining momentum overshadows core health.