Iren Kuznietsova: "Get ready for FIFA and launch ahead"

Casino Guru News correspondent Denisa Vydumova had the opportunity to catch up with Iren Kuznietsova, Head of Business Operations at SOFTSWISS Sportsbook, at ICE Barcelona 2026.

The conversation focused on the upcoming FIFA World Cup and why the period between now and then is important for sportsbooks that are keen to retain their audiences, attract more sports fans, and generally retain their competitive edge.

As Head of Business Operations at SOFTSWISS Sportsbook, Kuznietsova is uniquely positioned to elaborate on this challenge and address it head-on.

The conversation started by explaining SOFTSWISS’s motto, "Power Your Ambition," with Kuznietsova elaborating on the logic of the slogan, and explaining that SOFTSWISS is "the engine" that runs on clients’ ambitions.

Kuznietsova also spoke about SOFTSWISS Sportsbook’s ambitions for 2026, with the company strengthening loyalty among existing customers, as well as targeting growth into new markets and jurisdictions.

The arrival of the FIFA World Cup is also another opportunity to spur growth and connect with new partners, with the company focusing on managing risk, boosting retention, and addressing any technical challenges associated with the heightened activity associated with the world’s crowning soccer event.

SOFTSWISS Sportsbook is relying on quick and smooth integration that allows partner brands to run their sportsbook products simply and reliably, whether those are established operators or casinos that are only now launching into the vertical, which could prove daunting.

Specifically, Kuznietsova notes that the company will continue delivering on its 99,999% uptime even during the peak of the upcoming event, so that partners will not experience crashes that would cost them money. Everything is in motion right this moment, she told Casino Guru News, so that when the time comes, SOFTSIWSS Sportsbook partners would not have anything to worry about.

Kuznietsova also highlighted how the company is adapting to changing player behavior and generational shifts in the betting audience. She explained that younger users increasingly expect faster, more engaging experiences, which is pushing sportsbooks to focus on gamification, mobile-first design, and simplified mechanics.

According to her, major sporting events such as the FIFA World Cup amplify these trends, creating a surge of interest not only among existing bettors but also among audiences who have never placed a wager before.

This makes early preparation crucial for operators who want to convert curiosity into long-term engagement rather than short-term spikes. Kuznietsova emphasized that SOFTSWISS Sportsbook is not only preparing for the event itself but also for the period before and after it, ensuring that partners can sustain growth once the initial wave of activity subsides.

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