Alexander Kamenetskyi, SOFTSWISS: “A World Cup is not something you can prepare for at the last minute”

The company’s Head of Operations – Sportsbook explains why early preparation is critical ahead of FIFA World Cup 2026, analysing shifts in player behaviour, operational challenges and the strategies operators need to adopt now to maximise performance during the tournament.

Exclusive interview.- With the FIFA World Cup 2026 approaching, sportsbook and casino operators are already entering a crucial preparation phase. Major tournaments test platforms and teams by placing them under extreme pressure. Ahead of ICE, Focus Gaming News spoke with Alexander Kamenetskyi, head of operations – Sportsbook at SOFTSWISS, about why early preparation matters, how player behaviour is changing, and what operators need to do now to avoid falling behind before the tournament even begins.

FIFA 2026 is still months away. Why is early preparation so critical for casino and sportsbook operators?

Because a World Cup is not something you can prepare for at the last minute. Technically, the launch itself can be fast – our recently released API 2.0 allows you to integrate sportsbook software into any third-party platform in less than a week. But building a betting project that actually performs during a tournament takes time.

Operators need time to test payment flows, tune bonus logic, prepare risk settings, and get players comfortable with sports betting. This is especially important for casino-first brands that want to activate their audience before the tournament starts.

If you begin preparing only a few weeks before kick-off, you’re already late. Operators who start early have time to learn, adjust, and build player habits. Those who delay are losing momentum before the tournament even begins.

“If you begin preparing only a few weeks before kick-off, you’re already late.”

Alexander Kamenetskyi, head of Operations – Sportsbook at SOFTSWISS.

What major shifts in player behaviour do you expect during the tournament, and how can operators prepare for them now?

Player behaviour during big tournaments is very different from everyday betting. Traffic grows fast, sessions become shorter, and decisions are made much quicker.

In the SOFTSWISS 2026 iGaming Trends report, we highlighted two important microtrends that are especially relevant here. The first is microbetting. Players want fast, simple bets that resolve quickly – the next corner, the next goal attempt, the next serve, and so on. This pattern fits perfectly with how people consume content today.

The second trend is the sportsbook and casino crossover. Many players move between verticals during tournaments. They place a few sports bets, then switch to casino games during breaks or after matches. Operators who make this transition smooth usually see much higher engagement.

To support this behaviour, we often help partners launch themed gamification campaigns around major events. For example, during one of our holiday campaigns, we introduced a gamification program based on an Easter egg hunt concept. Players received daily tasks that guided them through different parts of the Sportsbook, unlocking rewards step by step. It made the experience more intuitive and helped players explore features they might otherwise miss.

Preparing for FIFA 2026 is about exactly this – simplifying the journey and making sure the sportsbook and casino feel like one connected experience.

“Player behaviour during big tournaments is very different from everyday betting. Traffic grows fast, sessions become shorter, and decisions are made much quicker.”

Alexander Kamenetskyi, head of operations – Sportsbook at SOFTSWISS.

What are the main opportunities FIFA 2026 creates for operators, and which markets or segments look the most promising?

The biggest opportunities are acquisition and reactivation. A World Cup attracts not only regular bettors, but also casual players who might place bets only during major events. To capture this audience, operators need effective marketing promotions that explain why and how to engage.

This is where well-planned campaigns are crucial. Pre-tournament promotions, simple entry offers, themed bonuses, and educational messaging help lower the barrier for new and returning players. Without this support, even the best sportsbook product can remain underused. When promotion and product work together, players are more active and more likely to stay engaged throughout the tournament.

From a sportsbook perspective, the most promising markets are simple, easy-to-understand betting options. Pre-match markets like match winner, total goals, or double chance perform particularly well with less experienced players. Live markets with fast resolution are also extremely popular during matches.

Another important segment is casino-first players. With the right approach, sports betting can become a natural extension of their existing experience. Targeted cross-promotions, tournament-themed campaigns, and smooth transitions between casino and sportsbook help turn the World Cup into a long-term engagement driver. But again, this process takes time and requires action several months before the tournament starts – that is, right now.

“A World Cup attracts not only regular bettors, but also casual players who might place bets only during major events.”

Alexander Kamenetskyi, head of operations – Sportsbook at SOFTSWISS.

What challenges do operators typically face during large-scale tournaments, and how can they mitigate them ahead of time?

The first challenge is technical load. During intense, unpredictable traffic spikes, platforms need to be stable, fast, and ready for heavy usage. That’s why the SOFTSWISS Sportsbook supports high-volume operations with capacity for 250 simultaneous live events and 10,000 bets per minute.

The second challenge is operational. Risk management, bonus abuse, VIP handling, and customer support all become more complex during tournaments. Without automation and effective processes, teams quickly become overwhelmed.

And the third challenge is timing again. Operators tend to underestimate the preparation needed to avoid problems during a big event. Testing under real conditions, training teams, and fine-tuning campaigns take much longer than operators think and must be polished before the first match.

How does the SOFTSWISS Sportsbook support operators during peak traffic and increased betting volume?

Over the past five years, we’ve built the Sportsbook not just as a product, but as an ecosystem. It is supported by dedicated Operations Teams that work closely with partners throughout the entire project lifecycle. These include Business Account Managers, Technical Account Managers, and the Risk Management Team – they all make sportsbook operations as smooth as possible.

From the very start, partners are assigned a dedicated Technical Account Manager who supports integration, setup, and day-to-day technical operations. And this support doesn’t stop after launch. TAMs stay with the partner long term, know each project inside out, and respond quickly to any technical needs.

Our BAM team helps operators run their sportsbook from a business perspective. They support bonus strategy, campaign planning, sports calendars, and generally help partners make better operational decisions without needing a large internal team of their own.

And the Risk Management team plays a critical role during large events and peak traffic periods. They monitor betting patterns, help manage limits, identify suspicious behaviour, and support VIP management. This is especially important during tournaments like the World Cup, when volumes spike, and risks increase.

That’s what allows partners to focus on growth and player experience, even when things get busy.

Which SOFTSWISS Sportsbook tools will be most valuable for operators looking to maximise acquisition and retention during FIFA 2026?

Bonuses and gamification will play a big role. Tools like flexible bonus mechanics, jackpots, and tournament-style promotions help keep players engaged throughout the event, not just during big matches.

Another key factor is mobile performance. Most betting activity now happens on smartphones, especially during live events, so having a fully featured and stable mobile application is critical.

Finally, automation and analytics are essential. Operators need to see what’s working in real time and react quickly. During a World Cup, the speed of decision-making can make a real difference.