SOFTSWISS highlights products other than its Casino platform

The company is shining a light on its Sportsbook, Game Aggregator and Prediction Markets platforms - three solutions from the SOFTSWISS portfolio that are sometimes eclipsed by the company’s strongest market association.

SOFTSWISS has created a wide product ecosystem, yet the name is still associated by many in the industry with its Casino platform. That led the corporation to decide to roll out what it dubbed “the most advanced marketing technology available: people noticing things”.

The campaign included some LinkedIn engagement, information from employees and an offline activation to persuade the industry to take note of its expanded product selection. And it worked.  

Origin: A CMO’s confession on LinkedIn
The campaign began with a LinkedIn post by Valentina Bagniya, chief marketing officer at SOFTSWISS. She remembered the company spending years trying to describe its broader offering with “brochures, banners, booths, decks, acronyms, acronyms in decks, decks in decks explaining the acronyms” and still the market boiled the tale down to a single product association. Her conclusion was that SOFTSWISS had been “too elegant” with its own product line up - marketers’ speak for “not obvious enough”.

«The Casino platform is a strong and commercially significant partnership for SOFTSWISS, but it’s not the whole picture,» says Bagniya. We wanted to make our expanded range of products evident in a way that felt easy, personable and memorable. “The Sportsbook, Game Aggregator and Prediction Markets are all an important part of how we support our partners’ growth and we wanted people to notice them. And they did. So it worked.”

The message was reinforced by employee content
The action on LinkedIn quickly became more than just one executive’s post. Marketing, business development, product and leadership team employees posted images of themselves carrying posters calling for attention to goods other than the Casino platform.  The net consequence was a constant stream of employee-generated content that turned an internal marketing point into a public message.

SOFTSWISS keeps broadening its modular product line with solutions that enable operators expand their offering and attract new player categories. In April 2026, the IT provider announced the launch of Prediction Markets, the first in the business. This B2B solution based on the fixed-odds principle enables operators to offer event-based wagering on politics, economics, entertainment and other categories.