iGaming Trends<\/a> as a case study, Valentina Bagniya explained how a research-driven product can go beyond thought leadership, becoming a practical marketing tool that strengthens brand authority and supports sales conversations.<\/p>\n\n\n\nThis perspective naturally fed into the panel discussion ‘The Marketing Team Mix: Balancing In-House and Agency Partnerships,’<\/strong> where leaders from tech companies, alongside global and local agencies<\/strong>, discussed how organisations are reshaping their marketing structures. The discussion highlighted the shift from full-service agency reliance towards stronger in-house capabilities, while agencies continue to deliver value through specialised expertise, strategic bursts, and multi-market execution.<\/p>\n\n\n\nThe panel, moderated by Evgeny Kozlov<\/strong>, Regional Marketing Manager at Aleph Group<\/strong>, featured:<\/p>\n\n\n\n\nValentina Bagniya<\/strong>, chief marketing officer at\u00a0SOFTSWISS<\/strong><\/li>\n\n\n\nNikolay Kozlov<\/strong>, CMO at Wargaming<\/strong><\/li>\n\n\n\nRebecca Theodorou<\/strong>, managing director & head of communications Action 360x at\u00a0Action Global Communications<\/strong><\/li>\n\n\n\nPietra Flouri<\/strong>, general manager at\u00a0Thinkbloom<\/strong><\/li>\n\n\n\nOlga Loktionova<\/strong>, representative of\u00a0SPORTSOFT<\/strong>\u00a0and PR director of\u00a0CAPSBOLD Creative Marketing Agency<\/strong><\/li>\n<\/ul>\n\n\n\n
Together, the panellists represented a broad spectrum of marketing models across the tech, igaming, and gaming industries, offering a practical view of how companies balance speed, ownership, and brand intimacy in-house while partnering with agencies for scale and specialised expertise.<\/p>\n\n\n\n
Commenting on the meetup, Valentina Bagniya<\/strong>, CMO at SOFTSWISS, said: ‘Marketing teams are being rebuilt around speed, ownership, and closeness to the business. The most sustainable results come when core capabilities stay in-house, and agencies are used as strategic partners where their expertise creates real value.’<\/p>\n\n\n\nOne of the main topics of the Q&A session was AI\u2019s role as the third key player in today\u2019s marketing team mix. The panellists shared how they already work with AI in practice, and how it is reshaping collaboration between in-house teams and agencies. Valentina Bagniya also spoke about SOFTSWISS\u2019 approach following the appointment of Denis Romanovskiy as Chief AI Officer (CAIO)<\/strong>, and highlighted the rollout of the company\u2019s enterprise AI platform<\/strong> designed to securely scale AI automation by connecting AI capabilities with corporate tools and data.<\/p>\n\n\n\nIn 2025, SOFTSWISS\u2019s marketing team was recognised as ‘Best Marketing Team’<\/strong> at the EGR Marketing & Innovation Awards<\/strong>, reflecting the company\u2019s ongoing investment in building strong internal marketing capabilities and long-term brand assets.<\/p>\n","protected":false},"excerpt":{"rendered":"Valentina Bagniya explained how a research-driven product can go beyond thought leadership, becoming a practical marketing tool that strengthens brand authority and supports sales conversations.<\/p>\n","protected":false},"author":2395,"featured_media":18007,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"is_press_release":true,"is_interview":false,"is_opinion":false,"focusai_summary":"SOFTSWISS showcased its strategic marketing approach at TechIsland's MarComms Meetup, highlighting how its iGaming Trends Report functions as a research-driven product to bolster brand authority and sales. The discussion emphasized the industry shift towards robust in-house marketing capabilities, complemented by agencies for specialized expertise, and the increasing integration of AI in marketing operations. This includes SOFTSWISS's appointment of a Chief AI Officer and the rollout of an enterprise AI platform.","focusai_entities":"SOFTSWISS, TechIsland, Valentina Bagniya, Aleph Group, Evgeny Kozlov, Wargaming, Nikolay Kozlov, Action Global Communications, Rebecca Theodorou, Thinkbloom, Pietra Flouri, SPORTSOFT, CAPSBOLD Creative Marketing Agency, Olga Loktionova, Denis Romanovskiy, EGR Marketing & Innovation Awards","focusai_location":"Cyprus","focusai_target_profile":"ceo_executive (0.9), operator_casino (0.7), tech_data (0.9), marketing_crm (1.0), investor_analyst (0.8), supplier_vendor (1.0), journalist_researcher (0.9)","focusai_suggestions":[{"label":"AI's Impact on Marketing","query":"How will SOFTSWISS's enterprise AI platform and Chief AI Officer appointment specifically enhance B2B client acquisition and retention metrics, and what governance frameworks are being established for data privacy and ethical AI use?"},{"label":"In-house vs. Agency ROI","query":"What specific KPIs does SOFTSWISS utilize to measure the ROI of its in-house marketing capabilities versus specialized agency partnerships, particularly in multi-market execution and brand authority development?"}],"footnotes":""},"categories":[60616,60018],"tags":[2279],"class_list":["post-17965","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-emea","category-partner-news","tag-softswiss","press-release"],"_links":{"self":[{"href":"https:\/\/focusgn.com\/africa\/wp-json\/wp\/v2\/posts\/17965","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/focusgn.com\/africa\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/focusgn.com\/africa\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/focusgn.com\/africa\/wp-json\/wp\/v2\/users\/2395"}],"replies":[{"embeddable":true,"href":"https:\/\/focusgn.com\/africa\/wp-json\/wp\/v2\/comments?post=17965"}],"version-history":[{"count":7,"href":"https:\/\/focusgn.com\/africa\/wp-json\/wp\/v2\/posts\/17965\/revisions"}],"predecessor-version":[{"id":18014,"href":"https:\/\/focusgn.com\/africa\/wp-json\/wp\/v2\/posts\/17965\/revisions\/18014"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/focusgn.com\/africa\/wp-json\/wp\/v2\/media\/18007"}],"wp:attachment":[{"href":"https:\/\/focusgn.com\/africa\/wp-json\/wp\/v2\/media?parent=17965"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/focusgn.com\/africa\/wp-json\/wp\/v2\/categories?post=17965"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/focusgn.com\/africa\/wp-json\/wp\/v2\/tags?post=17965"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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