SOFTSWISS, a key player in the iGaming industry, recently showcased its in-house marketing strategy during TechIsland’s seventh MarComms Community Meetup in Cyprus. At the event, Valentina Bagniya, the company’s chief marketing officer, elaborated on how the iGaming Trends Report has transformed from a research initiative into a comprehensive product, developed and scaled by the internal marketing team.
Photo: cyprus-mail.com
In-house marketing: Transforming Research into a Commercial Tool
The iGaming Trends initiative serves as a prime example of how research-based content can transition beyond mere thought leadership to become a significant commercial asset. Bagniya highlighted the importance of linking marketing output directly to business conversations, allowing the internal team to leverage insights effectively.
Photo: cyprus-mail.com
SOFTSWISS’s Broader Marketing Strategy
Employing over 2,000 professionals across Malta, Poland, and Georgia, SOFTSWISS focuses on creating platforms for casino operations, affiliate management, sportsbook services, and jackpot solutions. Bagniya presented the iGaming Trends Report as part of a larger marketing strategy that aims to integrate research-driven insights with practical applications in the industry.
Panel Discussion on Marketing Team Structures
The discussion surrounding SOFTSWISS’s approach contributed to a panel titled “The Marketing Team Mix: Balancing in-house and agency partnerships.” This session included leaders from various tech companies and global agencies, who addressed the evolving landscape of marketing structures. A noticeable trend emerged, with many organisations shifting away from reliance on full-service agencies towards building stronger in-house capabilities while still recognizing the value that agencies provide through specialised expertise.
A Hybrid Operating Model
The panel, moderated by Evgeny Kozlov from Aleph Group, also featured CMO of Wargaming Nikolay Kozlov, Rebecca Theodorou from Action Global Communications, Pietra Flouri of thinkbloom, and Olga Loktionova from CAPSBOLD PR. Together, they described a hybrid model where companies maintain control and speed internally but collaborate with external partners for specific expertise and scalability.
Emphasising Speed and Ownership
Bagniya commented on the necessity for marketing teams to be rebuilt around principles of speed, ownership, and close alignment with business objectives. She stated, “The most sustainable results come when core capabilities stay in-house, and agencies are used as strategic partners where their expertise creates real value.” This approach underscores the belief that in-house teams can drive more effective marketing outcomes when they maintain ownership of critical functions.
The Role of Artificial Intelligence in Marketing
During the Q&A session, the conversation turned to the integration of artificial intelligence within marketing structures. The panellists discussed the practical applications of AI already being employed and how this technology is reshaping collaboration between internal teams and external agencies. Bagniya pointed out that following the appointment of Denis Romanovskiy as chief AI officer, SOFTSWISS has been actively developing an enterprise AI platform aimed at securely scaling automation by connecting AI tools with corporate systems and data.
Acknowledging Marketing Excellence
In recognition of its efforts, SOFTSWISS’s marketing department was awarded the title of Best Marketing Team at the 2025 EGR Marketing and Innovation Awards. This accolade reflects the company’s ongoing commitment to investing in its internal capabilities and developing long-term brand assets. The recognition also reinforces the effectiveness of the in-house marketing strategy that SOFTSWISS has championed.
Looking Forward
As the landscape of marketing continues to evolve, the insights shared at the TechIsland meetup highlight the importance of adaptability and innovation within marketing teams. By embracing a hybrid operating model and leveraging the strengths of both in-house and agency resources, companies like SOFTSWISS are well-positioned to navigate the complexities of the iGaming industry and achieve sustainable growth.
