How to stay ahead in the midst of fierce competition? SOFTSWISS, a leading technology provider with over 15 years of iGaming experience, shares new insights from a customer survey conducted by Kantar in November 2024.
With around 25% of the world’s population already involved in iGaming, according to Global Gambling Statistics, the sector is home to thousands of projects and hundreds of software developers.
To gain data-driven insights into the needs and expectations of iGaming operators, SOFTSWISS invited Kantar, the world’s leading analytics agency, to conduct a comprehensive customer survey.
Experience comes first
The research revealed the five most important characteristics for iGaming operators when choosing a technology provider:
- High level of professionalism and experience of the team
- Operations safety at all stages
- Reliable, long-term supplier reputation
- Flexible approach to collaboration terms
- Creating new opportunities for business revenue growth
Notably, many of the characteristics highlighted by respondents in Kantar’s survey align closely with those outlined in the recent iGaming Trends 2025 report.
Fewer operators prioritize a strong customer portfolio and responsible gaming initiatives as they are not seen as immediate business drivers and have a less direct impact on the operator’s success.
Additionally, responsible gaming tools are mandatory under licensing requirements in many jurisdictions, making them a standard feature in licensed providers’ offerings.
Valentina Bagniya, Marketing Director at SOFTSWISS, comments: “Delivering exceptional products starts with a deep understanding of customer needs and expectations.”
“That’s why marketing research and customer surveys are an integral part of daily operations. By sharing valuable information with our partners and competitors, we actively contribute to driving innovation and growth across the industry.”
SOFTSWISS reveals sources of information about iGaming
According to respondents, the top 5 sources of information about the iGaming sector are:
- Recommendations from colleagues and partners
- Industry News Resources
- Websites of companies that provide products and services
- Employees of partner companies
The importance of company websites has almost tripled compared to the previous year’s results. Likewise, the value of recommendations also increased significantly, rising from fourth place to the top of the rankings.
“The growing trend in the importance of recommendations goes beyond the iGaming sector. In 2024, consumers are navigating an overwhelming stream of media where much information is lost.”
“But while brands still communicate actively, capturing audiences has become more difficult. Personal connections are becoming more meaningful, offering a more direct and reliable way to reach consumers,” shares Kateryna Kaliuzhna, Senior Client Partner at Kantar.
The primacy position of the recommendations highlights the growing importance of partnerships and networks. The emphasis is on the value of community-driven insights from trusted experts.
This domain also expanded the role of news resources and company websites. Thus, they end up functioning as important channels for professionals in the sector to share their knowledge.
Therefore, these changes reflect a broader trend towards trust, transparency and demand for reliable and easily accessible information in the rapidly evolving iGaming market.
