Alexander Kamenetskyi, SOFTSWISS: “Our platform allows operators to tailor nearly every aspect of the sportsbook”

Alexander Kamenetskyi, head of SOFTSWISS Sportsbook shared insights about the future of personalised betting experiences.

Exclusive interview.- A recent surge in demand for tailored betting experiences has prompted operators to rethink their strategies, focusing on personalisation and customisation to meet diverse player preferences. This shift is particularly evident in emerging markets like Latin America and Africa, where cultural nuances and regional interests play a significant role in user engagement.

To delve deeper into this topic, Alexander Kamenetskyi, head of SOFTSWISS Sportsbook, shared insights that shed light on the future of personalised betting experiences.

Alexander, the SOFTSWISS Sportsbook is known for giving operators a lot of freedom in adapting the product to their needs. What’s the philosophy behind this approach, and how do you implement it in practice?

Absolutely. We believe that no two operators are the same, and their audiences certainly aren’t either. That’s why we’ve built the SOFTSWISS Sportsbook to be as flexible as possible. Our platform allows operators to tailor nearly every aspect of the sportsbook – from UI/UX elements to promotional mechanics and content presentation. Whether they want to launch with a bold, gamified interface or a clean, data-heavy layout, the system can be adapted accordingly.

And this isn’t a one-time effort. We’re constantly improving the tools available to our clients. One example is our newly updated CMS – a key step forward in how operators manage and customise their frontend. It gives them even more control over layout, content blocks, and the ability to adjust interfaces in real time without involving developers. It’s a practical way to support our philosophy of putting flexibility in the operator’s hands.

This is particularly important when entering diverse regions like Latin America or Africa. Player behaviour, sporting preferences, and even expectations around user experience can differ greatly from market to market. Giving operators the tools to reflect those local specifics on their platform isn’t just a nice-to-have – it’s a fundamental part of running a competitive business today.

How does this level of customisation benefit operators and players alike?

For operators, it means they can offer a unique brand experience, setting themselves apart in a crowded market. For players, it translates to a more engaging and relevant betting experience. When users feel that the platform resonates with their preferences and cultural nuances, their engagement and loyalty naturally increase.

You’ve mentioned the importance of UI/UX personalisation. How does this aspect influence player retention?

UI/UX is the player’s first point of contact with the platform. A well-designed, intuitive interface can significantly enhance user satisfaction. We’ve incorporated features like customisable dashboards, localised content, and adaptive layouts to cater to different user segments. For instance, in mobile-first markets like many African countries, ensuring a seamless mobile experience is paramount.

But at the end of the day, it’s all about making the journey as easy and frictionless as possible. The player shouldn’t need to think twice about where to click or how to find what they need. That’s where smart product design comes in – things like simplified bet flows, clear navigation, real-time updates, or even subtle prompts that help players stay engaged without feeling overwhelmed. These small touches might seem invisible, but they have a huge impact on retention and satisfaction.

Are there specific features that have proven particularly effective in these markets?

Yes, features like quick bet options, local language support, and region-specific promotions have shown great success. Additionally, integrating local payment methods and providing real-time updates on popular regional sports events have boosted user engagement.

It’s also important to understand the context of these markets. In many African and Latin American regions, personal computers never really became widespread – which makes mobile-first design an absolute must. Our platform is built with that in mind: it ensures full functionality and speed on mobile devices, even with low connectivity.

And then there’s the behavioural side. Many players in these regions prefer fast-paced, high-reward experiences. They often want to win big, quickly – which is why we’ve made it easy to create express bets with just a few taps. It’s these kinds of practical, locally relevant features that really resonate with players. That’s what they expect – and that’s what keeps them coming back.

Risk management is a critical component of igaming operations. How does the SOFTSWISS Sportsbook utilise automation in this area?

At the SOFTSWISS Sportsbook, we place a strong emphasis on building an automated risk management system that operates efficiently under the supervision of our internal risk team. The key is flexibility – we provide tools to fine-tune margin, limits, and line management in real time. Operators can set clear rules, adjust quickly to market changes, and react before issues escalate.

One of the core capabilities we focus on is early detection. The system is designed to identify suspicious behaviour or problematic player patterns as early as possible – ideally even before the first bet is placed. That’s where data science comes into play: we leverage predictive models to support risk segmentation and take action proactively.

But risk management goes beyond automation. We also believe in industry collaboration. The SOFTSWISS Sportsbook works in cooperation with international integrity bodies like Sportradar Integrity Exchange and is aligned with the Malta Gaming Authority (MGA) policies. This gives us the ability to recognise and act on cases of potential match manipulation – including bet cancellations where appropriate – to ensure fairness and transparency for both operators and players.

How does SOFTSWISS support operators in emerging markets like Africa and Latin America?

We provide comprehensive support, from market analysis to localisation strategies. Our collaboration with local experts and continuous updates to our platform ensure that operators can offer relevant and competitive services. For instance, our partnership with Rubens Barrichello has been instrumental in strengthening our presence and understanding of the Latin American market.

We provide comprehensive support, from market analysis to localisation strategies. But most importantly, we grow alongside our partners in these markets – it’s a two-way process. As we help them enter and succeed there with our international experience, we also adapt our product and internal teams based on what we learn from local realities.

“But risk management goes beyond automation. We also believe in industry collaboration.”

Alexander Kamenetskyi, Head of SOFTSWISS Sportsbook.

Our collaboration with local experts and ongoing feedback loops allow us to fine-tune everything from UI and payment methods to content and support models. For example, our cooperation with Rubens Barrichello has been instrumental in deepening our understanding of the Latin American market. Instead of offering a standard product, we work hand in hand with partners to shape what truly works for their region.

Looking ahead, what trends do you foresee in sportsbook customisation?

Personalisation will continue to evolve, with AI-driven recommendations and dynamic content becoming standard. But it’s not just about offering more – it’s about offering better. Players increasingly expect a tailored experience: whether that’s odds tailored to their preferences, content that aligns with their betting habits, or a mobile experience that feels native to their region.

We also see a strong shift towards integrating social features – things like community betting, real-time interaction, and gamification. These help drive engagement and build loyalty. And if we look at markets like Africa and Latin America, the igaming Trends 2025 report clearly shows the potential of mobile-first innovation and localised solutions. For instance, the African gambling market is projected to reach €10.71bn by 2032 (p. 86), driven largely by mobile accessibility and football betting. In Brazil, 9 out of 10 sports fans are aware of betting platforms, but 40 per cent still haven’t engaged – which is a massive untapped opportunity.

This shift puts pressure on operators to move beyond one-size-fits-all platforms. They need solutions that speak directly to these audiences.

How is SOFTSWISS preparing to meet these evolving demands?

We’re investing heavily in R&D to stay ahead of the curve, and that includes both technological capability and market adaptability. Our roadmap includes AI-powered tools that help with responsible gambling measures, which we identify as a top priority. AI and machine learning scored 8.2 out of 10 in importance among stakeholders.

We’re also building out mobile-first features, which are crucial in high-growth regions like Brazil and South Africa. That means faster load times, simpler bet flows, and seamless integration with local payment methods – all of which are highlighted in the report as essential for market entry and retention.

“We’re investing heavily in R&D to stay ahead of the curve, and that includes both technological capability and market adaptability.”

Alexander Kamenetskyi, head of SOFTSWISS Sportsbook.

Another area we’re focused on is integrating betting into the broader entertainment ecosystem. The report also notes how sports betting is becoming a core driver of player engagement, and we’re seeing that play out firsthand. Whether it’s through esports, niche segments, or major sporting events, we’re designing our product to plug into those opportunities in a smart, scalable way.

Ultimately, our goal is to give operators the tools and flexibility to differentiate, adapt and grow and to provide players with an experience that feels like it was designed specifically for them. But that’s only possible when you work side by side with your partners, listening closely and co-creating solutions together. You can’t build a successful sportsbook in isolation – it has to reflect the needs and realities of those who use it every day.