SOFTSWISS x NEXT.io: 2026 iGaming Trends

SOFTSWISS« company in cooperation with »NEXT.io« published the fourth annual study of iGaming trends for the coming year. The report is based on a survey of 350+ industry professionals, analysis of 120k media headlines, research by Kantar and the expertise of 30 SOFTSWISS specialists. The iGN editorial team highlights the following key findings:

Assessing the regulatory environment:

• 6.36 - average regulatory convenience score (0-10) in 2025 vs. 6.06 in 2024 (+5% YoY)
• 54% - consider regulation favorable (7+ points) vs. 36% YoY

The role of AI in the industry:

• 8.41 is the average importance score (1-10) in 2025 vs. 8.15 in 2024 (+3% YoY)
• 56% - consider AI critical (9-10 points) vs. 51% YoY
• 60% - mentioned AI as a key technology

Dominant marketing channels:

• 34,1% - Influencers (44% in 2023)
• 26.1% - Affiliate Marketing
• 17.1% - SEO

Verticals with the highest investment potential:

• 60.8% - online casino
• 48.6% - sports betting
• 39.3% - social casino and casual games
• 31.8% - betting on cyber sports

The report analyzes the state of seven regional markets. Europe is tightening regulations, North America is developing through postal regulation, South America is using compliance as an advantage, Asia remains fragmented, the Middle East is linking legitimacy to tourism and IR projects, payment infrastructure remains a key issue for Africa, and Oceania is experimenting with player protection.

The report also analyzes and highlights 6 macro trends (local regulation, responsible gaming, AI industrialization, cybersecurity, brand marketing, mergers and acquisitions) and 6 micro trends (micro-betting, casual gaming, integration of casino and betting, growth of F1 betting, revenue diversification, IPOs as a sign of market maturity). The industry has entered a maturity phase with a focus on compliance and marketing diversification.