SOFTSWISS shares the results of a customer survey conducted by Kantar in November.
Press release.- How to stand firm in the face of fierce competition? SOFTSWISS, a technology provider with over 15 years of experience in the igaming sector, shares insights from a customer survey conducted by Kantar in November 2024.
According to Global Gambling Statistics, about 25 percent of the global population has participated in igaming at some point, making the sector home to thousands of projects and hundreds of software developers. To gather data-driven information on the needs and expectations of igaming operators, SOFTSWISS invited Kantar, the analytics agency, to conduct a thorough survey among its clients.
The survey revealed the five most important features for igaming operators when choosing a technology provider:
In particular, many of the features highlighted by respondents in the Kantar study coincide with those described in the recent report Internet Gaming Trends 2025.
Fewer operators prioritize a strong client portfolio and responsible gaming initiatives, as they are not considered immediate business drivers and have a less direct impact on the operator's success. Moreover, responsible gaming tools are mandatory under licensing requirements in many jurisdictions, making them a standard feature in the offerings of licensed providers.
Valentina Bagniya, Marketing Director of SOFTSWISS, commented: "Offering exceptional products starts with a deep understanding of customer needs and expectations. That's why market 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 throughout the sector."
According to respondents, the top five sources of information about the igaming industry are:
The importance of company websites has almost tripled compared to last year's results. Similarly, the value of recommendations has also increased significantly, moving from fourth to first place in the ranking.
Kateryna Kaliuzhna, Senior Client Partner at Kantar, commented: "The trend of increasing importance of recommendations extends beyond the igaming industry. In 2024, consumers navigate an overwhelming media flow, where much information is lost. Although brands continue to communicate actively, capturing audiences has become more challenging. Personal connections are becoming increasingly significant, offering a more direct and reliable way to reach consumers."
