Khoren Ispiryan, SOFTSWISS: “In 2027 AI will become even louder and even more integrated into the igaming industry”

Shows & conferences - 21 October, 2026

During SBC Summit Lisbon 2026, Focus Gaming News sat down with Khoren Ispiryan, Team Lead of Sales at SOFTSWISS, to discuss the company’s fifth annual trend report and what operators are asking of their providers.

Ispiryan called the report a “very proud moment”, saying that after five years SOFTSWISS is becoming a company that also provides insight to the industry and the wider gaming community. Drawing on input from different igaming stakeholders, the report points to AI, which he said will be “even louder and even more integrated” in 2027, and to a strong demand for local content and localisation. Operators, he argued, must localise their content and websites to the needs of each market in order to compete, and SOFTSWISS aims to be a strategic partner in that effort.

 

Asked what operators want from a provider with such a broad aggregation offer, Ispiryan said the company watches closely what they need, because it wants to “cover business needs” rather than provide “random things”. Operators, he said, are “hungry” for market expansion, particularly in Europe, and their main questions are how to enter new markets, how to be compliant and how to enter strategically. SOFTSWISS, he added, is partnering with them on those questions.