SOFTSWISS has unveiled a new brand positioning and refreshed visual identity as it seeks to reflect its evolution from a software provider into a broader technology and growth partner for the regulated iGaming industry.
The rebranding responds to structural changes in the sector, where operators increasingly expect technology providers to offer compliance expertise, operational reliability, security and long-term growth support in addition to software.
Drawing on insights from five years of its iGaming Trends reports, SOFTSWISS identified three major industry shifts: growing market fragmentation driven by local regulation, rising operational complexity for operators and a move away from transactional vendor relationships toward long-term partnerships built on expertise and trust.
The updated positioning highlights the company’s focus on regulatory expertise, operational reliability and customer service.
SOFTSWISS now holds licences and certifications covering more than 25 jurisdictions and has built experience across regulated markets, including key growth markets such as Brazil, where it works with more than 60 certified brands.
The company has maintained 99.999% uptime over 17 years while supporting more than 1,500 brands globally.
SOFTSWISS has also expanded its participation in industry organisations, including Brazil’s ANJL and Malta-based iGEN, as part of its efforts to contribute to discussions on regulated iGaming markets.
To strengthen its focus on artificial intelligence while maintaining platform stability, the company created a dedicated Chief Artificial Intelligence Officer role alongside its existing Chief Technology Officer function.
The CAIO oversees AI adoption and innovation, while the CTO continues to focus on software stability, scalability and performance.
Ivan Montik, Founder of SOFTSWISS, comments: “The role of the technology partner has fundamentally changed over the past few years. As iGaming becomes more regulated and more complex, operators need much more than technology alone. They need a partner that understands regulations, brings operational expertise, and supports sustainable growth over the long term.
“Over the past 17 years, we’ve built those capabilities alongside the technology at the core of our business. Our updated positioning doesn’t change who we are – it simply reflects the company we’ve become and the role we already play for our partners.”
The refreshed visual identity is being rolled out globally throughout 2026 across the company’s products, communications and other customer touchpoints, reinforcing its focus on supporting operators in regulated markets.
Further details, including the Logobook and logo assets, are available here.
Original article: https://www.yogonet.com/international/news/2026/07/01/125180-softswiss-introduces-new-positioning-and-a-refreshed-visual-identity
