SOFTSWISS debuts new brand experience at iGB L!VE London 2026
The company has transformed its presence at the expo into an immersive brand experience.
Press release.- SOFTSWISS has concluded a successful iGB L!VE London 2026, where the company offered partners the first exclusive opportunity to experience its new positioning and refreshed visual identity in person following the digital launch on July 1, 2026.
Rather than presenting a new visual identity alone, SOFTSWISS transformed its presence at iGB L!VE into an immersive brand experience that reflected the company’s evolving role as a long-term technology and growth partner for operators in regulated markets. Every element was designed around one idea: creating the right environment for meaningful conversations, stronger partnerships, and long-term business growth.
Miranda Guliashvili, head of regional growth at SOFTSWISS, said: “Our new positioning ultimately reflects the way we work with our partners. iGB L!VE became the first opportunity to bring this philosophy to life face to face. We wanted every interaction – from the moment partners left their hotel until their final meeting – to reflect our approach to partnership: personal, thoughtful, reliable, and focused on long-term success.”
As part of this approach, SOFTSWISS provided a Ferrari transfer service between partner hotels and ExCeL London.
Away from the busy exhibition floor, the company welcomed partners to its private Networking Lounge, featuring a secluded balcony that quickly became a popular meeting spot. The dedicated space provided a calm setting for strategic discussions, giving partners more time to explore growth opportunities, regulated markets, and future collaboration.
On the second day of the exhibition, SOFTSWISS hosted a Healthy Morning Breakfast, giving partners an opportunity to recharge and continue conversations in a relaxed atmosphere.
The company also strengthened its relationships with DELULU Gaming by co-hosting an evening networking event for operators, partners, and industry leaders.
Alongside the networking activities, SOFTSWISS brought together leading voices from across the industry for a set of conversations recorded during iGB L!VE, exploring one key question: what drives sustainable growth in today’s igaming market?
Among the participants were Robin Harrison, global content director B2B at WorldGaming, Fernando Saffores, CEO and founder of Focus Gaming News, Levon Nikoghosyan, the CEO and founder of AffPapa, and other industry experts, sharing their perspectives on market maturity, regulation, innovation, and the qualities that define successful long-term partnerships.
For SOFTSWISS, iGB L!VE London 2026 marked more than another industry exhibition. It became the first opportunity to introduce the company’s next chapter in person, demonstrating that its updated positioning extends beyond visual identity into every interaction with partners.
As the igaming industry continues to mature, SOFTSWISS remains focused on helping operators navigate complexity, build resilient businesses, and achieve sustainable growth across regulated markets.
