SOFTSWISS Unveils Evolved Brand Identity and Partnership Strategy at iGB L!VE 2026

SOFTSWISS introduced its updated brand identity and strategic direction at iGB L!VE London 2026, positioning itself as a dedicated technology and growth collaborator for iGaming operators navigating regulated markets. This significant event served as the initial in-person unveiling for partners, following its digital launch on July 1.

The company's presence at the exhibition transcended a mere visual rebranding; it was strategically designed to cultivate networking and foster business expansion. SOFTSWISS centered its activities on enhancing partner relationships and facilitating discussions crucial for sustainable, long-term growth within the industry.

To underscore its commitment to its partners, SOFTSWISS implemented several unique engagement initiatives. These included a bespoke Ferrari transfer service, chauffeuring partners between their accommodations and ExCeL London. Furthermore, a private networking lounge was established, offering dedicated areas for in-depth conversations on market regulation, business development, and future collaborative ventures. The firm also organized a "Healthy Morning Breakfast" on the second day and co-hosted an evening networking function with DELULU Gaming, bringing together operators and industry leaders.

Miranda Guliashvili, Head of Regional Growth at SOFTSWISS, articulated the essence of this transformation. She stated that their new positioning "reflects our approach to partnership: personal, thoughtful, reliable, and focused on long-term success." Guliashvili emphasized that iGB L!VE provided the perfect platform to physically embody this philosophy.

Beyond direct networking, SOFTSWISS also facilitated broader industry discourse by recording a series of discussions on fostering sustainable growth in the iGaming sector. These sessions featured prominent executives and media figures, including Robin Harrison, Global Content Director B2B at WorldGaming; Fernando Saffores, CEO and Founder of Focus Gaming News; and Levon Nikoghosyan, CEO and founder of AffPapa. Key topics explored included market maturity, regulatory frameworks, innovation, and the development of enduring partnerships.

The successful debut at iGB L!VE underscored SOFTSWISS's updated strategy: to empower operators in building robust, sustainable enterprises and expanding their footprint across various regulated jurisdictions.