Alexandra Kavelich, SOFTSWISS: “Our brand is more than just one product”
Shows & conferences - 23 June, 2026
During the NEXT.io Summit Valletta 2026, Focus Gaming News sat down with Alexandra Kavelich, Deputy CMO at SOFTSWISS, to discuss the company's recent high-profile marketing activations, its expanding product portfolio, and its strategic vision for the future.
Kavelich began by explaining the thinking behind SOFTSWISS's striking "medieval building" activation at the event, which saw over 50 people engaged in a direct exercise. For SOFTSWISS, a company initially known almost exclusively for its casino platform, the challenge was to broaden perception. "When people have one strong association with a brand," she noted, it's vital to break that mould. The activation aimed to showcase SOFTSWISS' "full ecosystem of products" covering "all the business lines for the igaming industry" in a distinctive, "non-standard way."
The initiative wasn't confined to a single hour; it began as a LinkedIn challenge or "flash mob" involving not just the marketing department, but also business development, and eventually, almost every department within the company. Kavelich expressed pride in the widespread team engagement, noting that even other companies at the event were inspired to follow suit.
Regarding the measurement of such a campaign, Kavelich acknowledged that "in marketing numbers are very important" and analysis would follow. However, the immediate success was evident in the real-time reactions: "I saw people smiles, I saw people taking photos, taking videos. I heard whisper all around here." She added that the "buzz is still around us," with event organisers even receiving enquiries about the concept, confirming it was a memorable and highly collaborative effort.
Beyond the marketing spectacle, Kavelich elaborated on SOFTSWISS' diverse product offering. While the casino platform remains "well-known and reputable," the company is now strongly pushing its Game Aggregator, boasting "more than 40,000 games" and deemed its "flagship product at the moment." The Sports Platform, previously "a little bit in the shadow," is also gaining prominence, alongside a newly launched Prediction Market Platform, reflecting a rapidly growing interest in this sector. The core message is that SOFTSWISS provides a "full ecosystem" of high-level products that function both synergistically and as "stand alone solutions" capable of integration into other platforms.
Kavelich emphasised that the brand's evolution is a dual effort of corporate identity building and marketing. The goal is to reshape the brand perception, highlighting its "full compliance portfolio of product" and strong presence in "regulated markets" like Brazil and Africa. She stressed SOFTSWISS' foundation as a "tech company" and "tech providers," underscoring their "powerful technical background," robust infrastructure, "exceptional uptime" (especially for the game aggregator), and strong "cybersecurity advantages."
Looking ahead, SOFTSWISS is addressing a perceived gap in the industry by launching the Tech Race Summit in Warsaw later this year. This conference is designed to bring together technical professionals from various companies, including giants like Amazon and Cloudflare, to foster discussion and cooperation on architecture, cybersecurity, and AI solutions, reinforcing the belief that "technology is behind all the businesses."