SOFTSWISS unveils Kantar survey on operator expectations

The expansion of companies within the competitive iGaming vertical demands innovation, leadership and professionalism.

A new survey conducted by the world-famous analytics agency, Kantar, shares valuable insights regarding the online gambling sector.

The survey was conducted upon request from SOFTSWISS, the leading tech provider with more than 15 years of experience in iGaming and was completed in November 2024.

Importantly, the survey uncovers what are the most important characteristics for iGaming operators when selecting a technology supplier and delves into the most popular sources for information about the iGaming industry.

Recommendations from colleagues and partners play a key role when selecting a technology partner

Focusing on the top five sources of information about the iGaming industry, Kantar's new survey designated recommendations from colleagues and partners among the top answers.

This result is not unexpected and not uncommon for the iGaming sector where recommendations can help build long-lasting business partnerships.

News outlets offering industry resources made it to the top five sources of information about the iGaming industry list, along with company websites that offer insights about a particular service or product. A parallel can be drawn between the two sources of information.

Last but not least, Kantar's survey recognized LinkedIn and employees of partner companies as another valuable source of information for the online gambling vertical.

Kateryna Kaliuzhna, Kantar's Senior Client Partner, highlighted the growing popularity of recommendations that extend outside of the iGaming vertical.

"In 2024, consumers are navigating an overwhelming media flow, where much information gets lost. While brands still communicate actively, capturing audiences has become harder," she added.

Finally, Kaliuzhna said: "Personal connections are becoming more significant, offering a more direct and trusted way to reach consumers."

iGaming operators' most important characteristics when picking a tech partner

Another aspect of the survey focused on the top five most important characteristics iGaming operators consider when selecting a technology partner.

Having a highly professional and expert team was recognized as the most crucial factor, followed by the offering of robust operational security at every stage.

Further important characteristics for iGaming operators are trust, as well as a well-established reputation and flexible collaboration terms.

Further important characteristics for iGaming operators, per Kantar's survey, are innovative opportunities that can contribute to business growth and development.

Valentina Bagniya, SOFTSWISS' Chief Marketing Officer, said on the topic: "Delivering exceptional products starts with a profound understanding of client needs and expectations."

She spoke about the importance of customer surveys and marketing research and added: "By sharing valuable insights with our partners and competitors, we actively contribute to driving innovation and growth across the industry."

Recently, SOFTSWISS confirmed its intention to showcase cutting-edge solutions at the upcoming ICE Barcelona 2025.

The exceptional networking event for the iGaming sector is scheduled to run for three days starting January 20, 2025.

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