iGaming 2025: Valentina Bagniya on Key Trends and Winning Strategies

Inspiration from Valentina Bagniya’s Journey as a Marketer

Valentina shares valuable insights in this Revpanda live session as one of the most experienced marketers in iGaming. Her journey at SOFTSWISS, a renowned gambling software development company, began during COVID-19 when many people started to play online casino games and bet on sports.

Many B2B partners also started to think about how to invest more. She has witnessed significant growth despite challenges such as a lack of data and information to make the right decisions and understand factors that will shape the industry.

The managers she has worked with have been a great source of inspiration. She also attributes her success to the ability to learn from other people, including studying the strategies they have implemented to achieve their goals.

Effective Marketing Strategies in 2025 – Advice for iGaming Operators to Build Trust and Recognised Brands

Faruk applauds SOFTSWISS for providing a comprehensive “industry reference book”, referring to the company’s iGaming Trends Report. The report highlights the key trends in the iGaming industry. It also features a detailed marketing section, which can serve as a guide to anyone looking to develop a marketing plan.

According to Valentina, marketing consists of analytical and creative parts. She asserts that proper analytics and strategic development efforts should come first. This means first understanding what is happening in the industry, what you want to achieve with your brand, and how you want players and punters to perceive your casino or sports betting brand.

She also stresses the importance of using the right marketing channel mix with a clear understanding of the possible impact of choosing a particular channel. Moreover, when the competition grows, she believes that entering new regulated markets will be more difficult. Therefore, it is crucial to develop an effective media plan and evaluate your marketing funnel to attract new players, retain customers, and understand why you are losing some players.
On the other hand, creativity is essential to impress people, build awareness, and attract potential customers. For her, significant iGaming events like ICE Barcelona provide opportunities to create something interesting for the industry.

Valentina’s Thoughts About Regulation in the iGaming Industry

According to Valentina, “regulation is very fragmented.” Therefore, one of the biggest trends will be operators and B2B players working with regulators to harmonise legislation. She posits that there is a need to create something in common to make things easier for everyone.

How Artificial Intelligence (AI) Will Shape the iGaming Industry

Faruk is eager to understand the role of AI in iGaming, mentioning how stakeholders have rated the importance of this technology and machine learning. Responding to his question about how AI will shape the industry, Valentina says that “artificial intelligence is becoming an essential part of our life.”

In her opinion, AI can help B2B technology providers use different approaches to understand player behaviours, improve self-exclusion programs, develop more exciting games, and offer personalised tools to satisfy the needs of players. Moreover, while virtual reality (VR) and Augmented Reality (AR) may not be in high demand, they could be major trends in the next three or four years.

Faruk agrees with her and points out that “strategy should be the initial roadmap.” He also emphasises Revpanda’s commitment to prioritising human-written and localised content.

A New Generation of Players and the Rise of Crypto Casinos

Valentina perceives Gen Z as a unique audience compared to previous generations. She appreciates the fact that this group is stepping into online gaming and thinks it should be a major target for operators. Gambling companies should think about how to attract them, understand what is valuable to this generation, and promote responsible gambling without mainly focusing on money.

She believes that Gen Zs should view gambling as an enjoyable activity. For Faruk, this generation is more inclined to crypto casinos, and it is vital to understand what they want and adapt to align with their preferences.

The Importance of Localisation in iGaming

Faruk and Valentina also discuss the importance of localisation when entering new markets. Valentina advises operators to learn the behavioural and psychological aspects of the target audience. To her, building a successful brand entails understanding how players behave, how they register at online casinos, and their gaming patterns. Operators should also understand how the target audience perceives information and images.

Faruk supports her, arguing that operators should set the roadmap, observe the locals, speak the same language as the target audience, and execute whatever is needed while prioritising the local culture. Valentina also encourages operators to research and hire a local team with experience in iGaming and content marketing.

Learn More About the Latest Trends with Revpanda

Want to learn more about what is happening in the iGaming industry and get inspiration from the top leaders? Visit our news page for more articles on the latest trends.