SOFTSWISS is a leading tech provider with over 15 years of experience in iGaming. It shares fresh insights from a customer survey conducted in November this year by Kantar.
According to Global Gambling Statistics, the industry hosts thousands of projects and hundreds of software developers with around 25% of the world’s population ever involved in iGaming. SOFTSWISS invited Kantar to gain data-driven insights into the needs and expectations of iGaming operators to conduct a comprehensive customer survey. It is the world’s leading analytics agency.
The survey reveals the top five most important characteristics iGaming operators consider when choosing a technology supplier.
These are the high level of professionalism and expertise in the team, security of operations at all stages, supplier’s long-term and reliable reputation, flexible approach to collaboration terms, creation of new opportunities for business revenue growth.
Many of the characteristics highlighted by respondents in the Kantar survey were noteworthy. They align closely with those outlined in the recent iGaming Trends 2025 report.
Lesser operators prioritize a strong client portfolio and responsible gambling initiatives. This is because operators do not view these as immediate business drivers, and they have a less direct impact on success. Moreover, responsible gambling tools are mandatory under licensing requirement in many jurisdictions. This makes them a standard feature in the offerings of licensed providers.
SOFTSWISS’s Chief Marketing Officer, Valentina Bagniya, emphasizes the importance of understanding clients. She comments that delivering exceptional products begins with a deep knowledge of their needs and expectations. That’s why marketing research and customer surveys are integral to daily operations. By sharing valuable insights with their partners and competitors, they actively contribute to driving innovation and growth across the industry.
According to respondents, the top five sources of information about the iGaming industry are:
Recommendations from colleagues and partners, Industry news resources, Company websites supplying products and services, LinkedIn, Employees of partner companies.
