How to stay ahead in fierce competition? SOFTSWISS, a leading technology provider with over 15 years of experience in iGaming, invited Kantar, a global analysis agency, to conduct a comprehensive survey with clients. In this article, the company shares new insights into the needs and expectations of online gaming operators.
With about 25% of the global population engaged in iGaming, according to Global Gambling Statistics, the industry hosts 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 analysis agency, to conduct a comprehensive survey with clients.
Expertise comes first
The survey revealed the top 5 most important features for iGaming operators when choosing a technology provider:
- High level of professionalism and expertise in the team
- Security of operations at all stages
- Reliable and long-term reputation of the provider
- Flexible approach to collaboration terms
- Creation of new opportunities for business revenue growth
Notably, many of the characteristics highlighted by respondents in the Kantar survey closely align with those described in the recent iGaming Trends 2025 Report.
Fewer operators prioritize a strong customer portfolio and responsible gaming initiatives, as these are not seen as 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 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 essential to daily operations. By sharing valuable insights with our partners and competitors, we actively contribute to driving innovation and growth throughout the industry”.
Sources of iGaming insights
According to respondents, the top 5 sources of information about the iGaming industry are:
- Recommendations from colleagues, partners
- Industry news resources
- Company websites that provide products and services
- Employees of partner companies
The importance of company websites has almost tripled compared to last year's results. Similarly, the value of recommendations has also significantly increased, moving from fourth place to the top of the ranking.
“The trend of increasing importance of recommendations extends beyond the iGaming sector. In 2024, consumers are navigating an overwhelming media stream, where much information gets lost. While brands still communicate actively, capturing audiences has become more challenging. Personal connections are becoming more significant, offering a more direct and reliable way to reach consumers”, shares Kateryna Kaliuzhna, senior client partner at Kantar.
The leading position of recommendations underscores the growing importance of partnerships and networks, highlighting the value of community-driven expert insights.
This dominance has also expanded the role of news resources and company websites, which serve as key channels for industry professionals to share their expertise.
These changes reflect a broader trend towards trust, transparency, and the demand for reliable and easily accessible information in the rapidly evolving iGaming market.
Source: GMB
