According to the SOFTSWISS 2026 iGaming Trends Report, after years marked by rapid expansion and aggressive entry of operators into new markets, the sector is moving into a cycle in which regulatory discipline, operational efficiency, and long-term sustainability become the main competitive differentiators.
Regulation advances across multiple regions
The report identifies the 2025–2026 period as the most significant phase of regulatory transformation ever recorded in iGaming. Countries such as Brazil, Chile, Finland, France, New Zealand, Austria, and Ireland are implementing new licensing models, tightening advertising rules, or dismantling existing monopolies.
This regulatory shift is redefining global strategies. Brazil, for instance, has consolidated itself as one of the most closely watched markets internationally since regulation was implemented in 2025. In Europe, new advertising restrictions and compliance requirements are reshaping the operational environment.
“The era of lightly regulated operations is coming to an end. Today, operators compete on credibility, compliance, and governance, guided by data and strong technological infrastructure for large-scale processing,” says Ivan Montik, founder of SOFTSWISS.
Higher tax burdens squeeze margins
Several governments have increased taxes on net gaming revenue, licenses, and even promotional spending. France, for example, introduced a specific tax on marketing campaigns.
While these measures boost public revenue, the report warns that excessive taxation may compromise “channelization,” potentially pushing players toward unregulated platforms.
Responsible Gaming takes center stage
With regulatory expansion, Responsible Gaming systems are becoming a central pillar of licensing. New requirements include mandatory limits, integrated self-exclusion tools, continuous monitoring, and even biometric verification.
The study also notes that poorly designed “play responsibly” campaigns can inadvertently encourage risky behavior. This finding is pressuring regulators to revise communication guidelines.
Player protection is no longer secondary — it has become a key factor for reputation and long-term viability in the market.
AI reaches industrial-scale adoption in iGaming
One of the strongest findings of the report is the consolidation of artificial intelligence as operational infrastructure. The technology already underpins:
* fraud and Anti-Money Laundering (AML) detection and prevention;
* data-driven personalization and retention;
* real-time Responsible Gaming interventions;
* customer support automation;
* behavior-driven game development.
More than half of surveyed professionals attribute the highest levels of importance to AI, indicating that the sector has moved from initial enthusiasm to systematic adoption.
“The question is no longer whether AI will be relevant, but to what depth it will be integrated into operations,” reinforces Rubens Barrichello, non-executive director at SOFTSWISS.
Cybersecurity becomes an escalating global risk
The combination of deepfakes, bots, and attacks has pushed cybersecurity to the top of corporate priorities. Small and medium-sized enterprises remain the most vulnerable, often lacking adequate infrastructure.
The report highlights the adoption of more robust solutions, such as continuous authentication, biometrics, behavioral analysis, and advanced layers of DDoS protection — attacks that overload systems to render them inoperable.
Brand becomes strategic in a more competitive market
With acquisition costs rising and bonuses losing effectiveness, operators are shifting investments toward strengthening brand equity — consumers’ perceived value of the brand. Advertising restrictions, increasingly common in mature markets, accelerate this trend.
Emerging strategies include proprietary loyalty programs, culturally relevant campaigns, long-term partnerships with creators, and positioning centered on trust and safety.
Brand, once secondary in a rapidly expanding environment, is becoming a central asset for global differentiation.
A more regulated, tech-driven, and consolidated sector
The SOFTSWISS 2026 iGaming Trends Report concludes that the industry is moving toward a more structured, supervised, and technologically sophisticated ecosystem. Companies that combine strong compliance, advanced use of AI, and consistent brand positioning will be better positioned to scale globally.
“The competitive landscape has changed. Sustainable growth now depends on trust, responsible innovation, and operational resilience. Furthermore, the combination of AI, personalization, player retention, and risk management offers strong competitive advantages for businesses. That’s what I see as the future of the sector,” summarizes Fellipe Fraga, CBO of EstrelaBet, a SOFTSWISS client.
SOFTSWISS
SOFTSWISS is an international technology company with more than 15 years of experience developing innovative solutions for the iGaming industry. The company holds several gaming licenses and provides comprehensive software for managing iGaming projects.
Its product portfolio includes the Online Casino Platform, the Game Aggregator with more than 30,000 casino games, the Affilka Affiliate Platform, Sportsbook Software, and the Jackpot Aggregator.
In 2013, SOFTSWISS revolutionized the industry by introducing the world’s first Bitcoin-optimized online casino solution. Its team of specialists includes more than 2,000 employees.
Source: GMB
