Max Trafimovich, SOFTSWISS: “When all different parts are brought together by specialists… it’s magic”
Shows & conferences - 24 November, 2025
During the latest edition of SiGMA Central Europe 2025, Focus Gaming News spoke with Max Trafimovich, International Non/Executive Director at SOFTSWISS, about the company’s new report on igaming and macro trends for 2026, the growing impact of regulation and fiscal instability, SOFTSWISS’s role in supporting operators in regulated markets, its “iGaming Trends Marathon” at the show, an innovative live car‑assembly activation, and its expansion plans for 2026.
Trafimovich explained that the new SOFTSWISS report explores “igaming trends or maybe also macro trends that shape this upcoming year.” While many of these forces are long‑term, SOFTSWISS aims to “highlight them so that the industry… and everyone who is keeping the finger on the pulse of the industry, maybe also from outside the industry, knows what’s really happening and can… make some great, quality decisions.”
One of the key macro trends identified is regulation – and, increasingly, regulatory instability. “It’s continuing,” he said, “but what we’re also seeing is the instability in terms of regulation and in terms of the fiscal policies in particular.” In several countries that have already regulated igaming, “the tax levels… the tax levies [are] rising, sometimes gradually, sometimes in large increments such as in Mexico from 30 per cent to 50 per cent, which is a massive… surge.” This uncertainty “creates both barriers for operators as well as opportunities for newcomers,” who may see space to enter as conditions change.
In this context, SOFTSWISS positions itself as a stabilising partner for operators. Trafimovich noted that the company not only provides technology solutions in aggregation, sportsbook and beyond, but also “offers some consulting, [and] some licensing help” and seeks to “be present in more and more regulated markets.” He described this as a core strategic direction for the group.
To foster deeper discussion of market shifts, SOFTSWISS has organised a four‑hour “iGaming Trends Marathon” at SiGMA Central Europe. “We’re having an igaming trends marathon which is [a] 4‑hour… number of sessions and each session will focus on a particular trend or a particular area,” Trafimovich said. Most of these are being held as panel discussions: “We want them to be maybe friendly discussions, maybe some disputes – it’s always interesting when a hot topic sparks off some… controversial thought out here.” Among the topics on the agenda are branding and cybersecurity, and he invited attendees to join: “Welcome everyone to this.”
Beyond the conference content, SOFTSWISS is also drawing attention with an interactive stand experience: a live car assembly. “It’s a live car assembly,” Trafimovich explained. “Of course, we’re not building it from zero, but it’s an assembly of a nice Alfa Romeo. You can see all those different parts coming together to create… a beautiful car which we’ll give away at the end of the show.” For Trafimovich, the activation symbolises SOFTSWISS’s philosophy: “I think it’s a good analogy to how we see our work. We see it as something collaborative… something challenging and something that is super‑complex, but when all different parts come together and [are] brought together by specialists, it’s magic.”
Looking ahead to 2026, Trafimovich said SOFTSWISS will “continue expanding” while maintaining a strong focus on its current offering. “We’ll focus on our existing product line,” he said, and will “continue… fostering [and] developing new partnerships.” He highlighted particular interest in developing business “especially in the tier‑2 markets such as South Africa and Brazil amongst all other Latin markets,” aligning the company’s geographic priorities with the broader trends identified in its research.