SOFTSWISS unveiled its new brand positioning and refreshed visual identity at iGB L!VE London 2026, using the event to showcase its updated strategy as a technology and growth partner for operators in regulated markets.
The exhibition marked the first opportunity for partners to experience the company’s new branding in person following its digital launch on July 1.
Rather than focusing solely on its visual identity, SOFTSWISS designed its presence around networking and business development, with initiatives aimed at strengthening relationships with partners and supporting discussions on long-term growth.
The company provided a Ferrari transfer service between partner hotels and ExCeL London and hosted a private networking lounge with dedicated meeting spaces for discussions on regulated markets, business expansion and future collaboration.
SOFTSWISS also organised a Healthy Morning Breakfast on the second day of the exhibition and co-hosted an evening networking event with DELULU Gaming for operators, partners and industry executives.
“Our new positioning ultimately reflects the way we work with our partners,” Miranda Guliashvili, Head of Regional Growth at SOFTSWISS. “iGB L!VE became the first opportunity to bring this philosophy to life face to face. We wanted every interaction – from the moment partners left their hotel until their final meeting – to reflect our approach to partnership: personal, thoughtful, reliable, and focused on long-term success.”
Alongside its networking activities, SOFTSWISS recorded a series of industry discussions on sustainable growth in the iGaming sector, featuring executives and media representatives including Robin Harrison, Global Content Director B2B at WorldGaming; Fernando Saffores, CEO and Founder of Focus Gaming News; and Levon Nikoghosyan, the CEO and founder of AffPapa.
The discussions focused on market maturity, regulation, innovation and long-term partnerships.
The event marked the first in-person presentation of the company’s updated brand positioning and reflected its strategy of helping operators build sustainable businesses and expand across regulated markets.