AI, brand and regulation in the iGaming Trends report, with SOFTSWISS CMO Valentina Bagniya

Valentina Bagniya is Chief Marketing Officer at SOFTSWISS. AffPapa's Head of Marketing, Anahit Hovhannisyan, interviewed her at iGB Barcelona about the latest iGaming Trends report. They cover the three signals she takes from it, AI in everyday operations, how the report is built and data versus intuition.

In this episode

• Bagniya calls the report predictable, a sign of maturity, yet says the industry talks more than it acts: it wants AI without a long-term plan, brands without patience and compliance without the cost (1:02, 1:30, 3:00, 3:33).

• She picks three signals: regulation as a strategic choice, since firms that cannot meet tighter rules lose markets; AI in everyday execution; and brand as the key way to grow in a maturing market (4:00, 4:31, 5:31).

• She says the AI experimentation phase is over. SOFTSWISS created a chief AI officer role several months earlier; AI is already in place, and he is responsible for its efficiency (4:31, 5:02, 15:00).

• The report draws on more than 350 interviews and respondents gathered with a research partner, analysis of over 100,000 media mentions and comments from in-house experts, with internal debates over interpretation (8:03, 8:31, 10:00).

• She says marketing is becoming a commercial instrument, not only creative campaigns. AI should assist, not replace, human judgment, and AI-written posts have made industry content look alike (11:02, 12:32, 13:00, 14:01).

• She wants to stop confusing activity with strategy and stay consistent on positioning. She picks intuition grounded in data, estimating that about 70% of her decisions rest on intuition (16:01, 17:32, 20:30).

Interview from AffPapa Exclusive Interviews by AffPapa Media, published on YouTube.