SOFTSWISS: The strategy behind brand power

SOFTSWISS won the marketing team of the year award at the EGR Marketing & Innovation Awards in June 2025, with the judges praising the team’s passion, use of new technologies and data analytics in the solutions provider’s marketing efforts. The award also highlighted the success of their chief marketing officer (CMO), Valentina Bagniya, who was named B2B marketer of the year for her leadership and role in transforming SOFTSWISS’s marketing function and building a powerful brand.

Here, EGR talks to Valentina about SOFTSWISS’ success.

EGR: This is SOFTSWISS’ third consecutive year winning EGR’s marketing team of the year award. What does the award mean to SOFTSWISS? 

Valentina Bagniya (VB): This award is truly meaningful for us. It’s one of the industry’s most respected accolades and receiving it three years in a row as a team confirms we’re on the right track – shaping not just a strong brand but a benchmark for others. Just five years ago, SOFTSWISS was a brand few had heard of, and today, it’s a recognised leader. We’re proud that our marketing approach has helped inspire a new level of creativity, strategy and ambition across the igaming space.

EGR: Valentina, you also won EGR’s marketer of the year award. What do you think makes a strong marketer? 

VB: To me, being a strong marketer is not just a profession; it’s a passion and a calling. And it requires a rare mix of qualities. It’s about being a sharp analyst who can navigate uncertainty, a strategist, but also a creative thinker – someone who can see beyond the obvious (yes, I’m about the overused out-of-the-box thinking), connect the dots and anticipate what’s next.

Marketing may seem simple on the surface but it’s deeply complex. It’s not about ‘what you like’, as many think, but about what matters to your audience. A great marketer listens, observes and understands context and makes meaning from it. Above all, it’s about owning the responsibility that comes with real impact. Marketing today plays a strategic role in business, and the cost of getting it wrong is high. The best marketers know that and lead with both ambition and accountability.

EGR: What have been your main achievements since joining SOFTSWISS in 2020, and how have you helped elevate the brand? 

VB: My greatest achievement since 2020 has been building a bold, forward-thinking team that has turned SOFTSWISS into one of the industry’s leading brands – a team that’s not afraid to experiment, challenge the status quo and constantly raise the bar.

It’s the kind of team that keeps the industry watching – curious to see what we’ll do next. This mix of courage, creativity, strategic awareness and exceptional execution has truly elevated our brand. For me, that’s the real win; building a team that not only creates impact but also understands the responsibility of leading from the front.

EGR: How has the marketing team built, maintained and strengthened its brand identity through marketing initiatives? What have been SOFTSWISS’ most impactful initiatives and concepts?

VB: Our approach to brand identity has always been rooted in analytics, strategy, consistency and creative courage. We combine structured thinking with a readiness to experiment, drawing on FMCG (fast-moving consumer goods) best practices to bring emotion and originality into B2B.

One of our most impactful turning points was the ‘Bringing the Heat’ campaign in the heart of the igaming industry, Malta, in 2022. It was the first time we applied emotionally charged messaging at scale in B2B, backed by insight that emotion drives decision-making just as much as rationality – even in this space.

The campaign was a success not only for us but also in setting a new tone across the industry. We’ve since seen a clear shift – even our competitors have moved away from purely functional messaging toward more emotionally engaging brand narratives. For us, that’s the impact of marketing done right – when non-traditional thinking meets relevance and moves the market forward.

EGR: How does SOFTSWISS incorporate social responsibility into its marketing strategy? 

VB: At SOFTSWISS, social responsibility is not a marketing tool – it’s a core part of our business strategy. We believe that any company – especially one with scale and influence – has a duty to contribute to the wellbeing and progress of the communities it operates in.

That’s why our approach to ESG is deeply embedded in our day-to-day culture and decision-making. We treat social impact as something that belongs to the whole company, not just the marketing department. For example, we provided help on the ground in Brazil and Poland after those countries were hit by devastating floods last year. We also gave our support to Turkey after it suffered an earthquake, and likewise Cyprus following the effects of wildfires that ripped through the island this summer.

We don’t believe in doing good for the sake of visibility. We believe in doing good because it’s the right thing to do, and because long-term brand trust is built on authentic values.

EGR: What part do emerging technologies play in SOFTSWISS’ marketing strategy?

VB: Emerging technologies shape what we build, our products and our communication. In product development, we implement cutting-edge solutions in our products and develop proprietary technologies that push the industry forward.

In marketing, the brightest, though already a bit clichéd, example is AI. We implement it in everyday work to enhance efficiency, generate insights and support content development. But AI hasn’t changed our belief that the real power of communication lies in the human touch and human voice: in nuance, empathy, emotional clarity and in the little imperfections that add depth and accentuate uniqueness.

That’s why we see technology not as a replacement but as an enabler – a way to amplify our voice, not replace it. AI is a powerful tool, but the message still belongs to the people behind the brand.

EGR: What are the biggest challenges in marketing? 

VB: One of the biggest challenges in marketing today is navigating its growing complexity. Marketers are now expected to master technology – from AI-driven analytics to automation tools – without losing the human touch that makes brands resonate emotionally. And that balance isn’t easy.

Another challenge is branding, which is no longer just a competitive advantage, it’s a strategic asset. Yes, strong brands tend to survive market consolidation but becoming one is increasingly difficult. In a market where choices are multiplying and attention is shrinking, being top of mind in B2B isn’t optional – it’s existential. As competition intensifies, building and sustaining brand equity requires sharper positioning, more emotional intelligence and faster execution – all under growing pressure on budgets and timelines.

We also face pressure to move beyond awareness and take ownership of pipeline performance, aligning tightly with product and revenue teams, which requires a very different kind of operational mindset.

Finally, there’s the leadership challenge. Marketing today is a team sport. Results come not from individuals but from strong, collaborative teams that take responsibility, move fast and stay strategically aligned. Managing that kind of team is a challenge, but also one of the most rewarding parts of the job.

EGR: What can we expect to see from SOFTSWISS over the next 12 months?

VB: The next 12 months will be a year of transformation for SOFTSWISS, but some things will remain unchanged. Our commitment to product excellence, outstanding service and the highest data security standards will continue to define who we are and how we support our clients.

Valentina Bagniya, chief marketing officer at SOFTSWISS, is an award-winning marketing leader with over 15 years of experience.

Since joining SOFTSWISS in 2020, Bagniya has built a global team of 70+ professionals from scratch. Her strategic approach has transformed marketing into a data-driven growth engine of business growth.