Industry leaders debate the future direction of iGaming at SoftSwiss and Clarion

Senior executives from SoftSwiss and Clarion Gaming have shared their views on where the iGaming industry is heading during a filmed discussion in Warsaw. SoftSwiss CMO Valentina Bagna and Clarion Gaming global content director Robin Harrison responded to a series of provocative statements designed to challenge common industry assumptions. The result was a wide-ranging conversation that reflected a sector becoming more mature, analytical and self-aware.

Marketing and brand building must balance creativity with data

The discussion opened with the claim that marketing is about brands and creativity, not data — a premise Bagna immediately challenged. She argued that creativity without analysis risks missing its audience, while data without creativity fails to create meaning or visibility.

"It's no longer about creating something really unique and engaging and striking. It's about thinking about who that's going to reach and how that's going to reach. And obviously that feels like an actual evolution of the industry." - Robin Harrison, Global Content Director at Clarion Gaming.

Harrison broadly agreed, noting that gambling marketing has evolved beyond striking visuals. Campaigns are now judged on reach, relevance and impact. Both speakers returned repeatedly to the idea that data should validate direction, while creativity enables differentiation in an increasingly crowded market.

Experience defines strong brands, but design still signals identity

On whether strong B2B brands are built through experience rather than design, Bagna emphasised that experience is foundational. Products that fail to deliver value quickly lose ground to competitors.

Harrison expanded on this by highlighting the signalling role of design, particularly in iGaming’s noisy visual landscape. He drew parallels with slot development, where breakout successes are often those that deliberately avoid familiar design conventions. In that sense, experience, design, and brand ethos were presented as inseparable.

Industry leaders still read – but they want depth, not news

The idea that iGaming leaders no longer read industry articles sparked one of the most revealing exchanges. Harrison acknowledged that senior figures rarely have time for daily news, and often learn basic information through networks or events.

However, he stressed that when a topic becomes relevant, leaders read extensively. What they want is context: why something happened, what it signals, and what comes next. Bagna agreed, adding that articles and reports remain essential when they explain trends rather than simply repeat information.

Growth, research and awards only matter when they create real value

Discussion around expansion strategy highlighted the risks of both over-concentration and aggressive growth. Bagna pointed to classic strategic thinking: single-market focus can be safer early on, but long-term growth requires diversification.

Harrison argued that successful global brands often build dominance in one market before exporting proven models, while warning that regulatory shifts can quickly expose over-reliance.

On reports and awards, both were clear-eyed. Research risks becoming content marketing if it lacks depth, while awards are undeniably PR — but PR that can build trust, validate teams and support commercial outcomes when credibility and process are taken seriously.