Miranda Guliashvili, SOFTSWISS: “Sometimes companies believe they are doing enough simply by providing solutions, but the most important part is truly listening”
Shows & conferences - 22 April, 2026
During the recent SiGMA South America event, Focus Gaming News sat down with Miranda Guliashvili, Head of Regional Growth at SOFTSWISS, to discuss the company's significant presence and strategic approach in the burgeoning Brazilian igaming market. Guliashvili expressed SOFTSWISS's immense pride in their Casino Platform, Game Aggregator, and Sportsbook offerings, all of which are performing exceptionally well in Brazil. Despite the market's relatively new regulation, introduced just over a year ago, SOFTSWISS has seen strong success "since the day one of the regulation." This, she explained, is largely due to their existing experience in regulated markets, making Brazil a natural extension of their portfolio. The Game Aggregator, boasting nearly every certified game provider, stands out as a "number one" choice for operators, whilst the Sportsbook is proving crucial in a nation passionate about sport. Guliashvili highlighted the advantage of offering all three products – the platform, sportsbook, and game aggregator – for "a smooth cooperation between them," all built upon a foundation of technical stability. The interviewee confirmed that SOFTSWISS's established reputation has been instrumental in penetrating the Brazilian market. Demand for their Sportsbook, in particular, is high, with the upcoming World Cup serving as a significant catalyst. Guliashvili underscored this period as "the best time to make the acquisition of the new kind of players from the sports to the casino and make the good cross-sell." SOFTSWISS has demonstrated a commitment to localisation, ensuring their offerings cater to specific Brazilian demands, a strategy that further bolsters their "very good brand awareness" and builds trust. Offering advice to operators, Guliashvili stressed the importance of preparing platforms for the anticipated influx of new traffic during major sporting events like the World Cup. It's not just about sports betting, she noted, but also about optimising cross-sell opportunities for casino games during periods "between the matches." Operators should "prepare the platform for you to have very good cross-sell moments," implementing smart placements of relevant casino games and special promotions to engage and retain players. When questioned on how a leading game aggregator continues to grow, Guliashvili attributed SOFTSWISS's sustained success to its robust internal team and a strong focus on partner collaboration. She described their operation as "one huge factory," where individual contributions ensure partner success. Crucially, SOFTSWISS acts as a "main messenger, the communicator between what the market needs and what our partners need to do." The "secret sauce," she revealed, lies in actively listening to partners. "The most important part is not to just believe in what we like what we need to do but also to listen to them because they exactly know... what's happening on the market," she emphasised, highlighting the necessity of flexibility in delivering upon their requests.