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The fifth annual edition analyses more than 480,000 media headlines and examines AI, regulation, personalisation, emerging markets and lessons from industries beyond iGaming.
SOFTSWISS has released its 2027 iGaming Trends Report, the fifth and largest edition of its annual research into the forces shaping the global online gambling industry.
The report draws on input from more than 500 iGaming professionals and analysis of over 480,000 media headlines and market signals. It is available to download free of charge from September 29, 2026.
The new edition was developed with WorldGaming, formerly Clarion Gaming, alongside contributions and data from companies including Amazon Web Services, H2 Gambling Capital, Pentasia, BGaming and FinteqHub.
SOFTSWISS said it nearly doubled both the number of professionals surveyed and the volume of media data analysed compared with the previous edition.
Artificial intelligence is one of the central topics in the 2027 report, but the focus has shifted from whether companies should adopt AI to where the technology already produces measurable operational value.
The research examines applications across compliance, fraud detection, personalisation, customer support and other business functions.
AWS contributes perspectives on AI adoption, while the wider report looks at the distinction between technologies that have already moved into day-to-day operations and those that remain experimental.
The change reflects how quickly AI has moved within iGaming. SOFTSWISS' previous research already identified AI integration as one of the industry's major business priorities, with the 2027 edition concentrating more heavily on practical implementation.
The report also examines how regulatory fragmentation is changing the way operators approach individual markets.
Instead of relying on a single international model, companies increasingly need to adapt licensing, payments, marketing, responsible gambling controls and products to local requirements.
SOFTSWISS and WorldGaming analyse developments across Europe, Latin America, Africa and Asia, including the effect of market-specific regulation on commercial strategy.
H2 Gambling Capital contributes market sizing and forecasting data, while Pentasia provides analysis of recruitment, retention and skills gaps across the sector.
The report also considers personalisation as a competitive factor, examining how operators can adapt products and player journeys without treating every market or customer segment in the same way.
For the first time, the annual report includes a dedicated Beyond iGaming section.
The chapter compares online gambling with other digital industries, including e-commerce, sports, streaming and gaming, to identify practices that could be applied within iGaming.
The approach expands the report beyond developments originating directly inside the gambling sector.
SOFTSWISS argues that iGaming has reached a level of digital maturity where companies increasingly compete for the same consumer attention, technology talent and payment infrastructure as businesses in other online industries.
The cross-industry comparison is intended to show where gambling businesses can adopt established approaches from sectors that have already addressed similar challenges in personalisation, retention, content distribution and digital customer experience.
SOFTSWISS first launched its annual iGaming Trends Report in 2022.
The 2026 edition surveyed more than 350 professionals and analysed over 120,000 media headlines. The new report increases those figures to more than 500 respondents and 480,000 headlines, substantially expanding the underlying research base.
Previous editions of the report have recorded more than 32,000 downloads in total, according to SOFTSWISS.
The 2027 edition was released on September 29 alongside SBC Summit Lisbon, where SOFTSWISS is also hosting a panel examining which iGaming trends from the past five years have endured, which have faded and which issues businesses should prioritise next.
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The fifth annual edition analyses more than 480,000 media headlines and examines AI, regulation, personalisation, emerging markets and lessons from industries beyond iGaming.
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