Regulatory landscape 

The global regulatory framework is marked by growing fragmentation, with each region introducing increasingly specific compliance requirements that span various aspects of business development, from taxation to player protection. In 2025, a company’s ability to swiftly adapt to these regional differences will be crucial to its success in the market. 

Marketing: brand awareness is a key

In 2025, brand awareness will be essential for long-term growth, driving visibility and player loyalty. The goal is to create a clear association with a trusted name in online entertainment. Strong brand identity, trust, and high engagement will mark effective brand marketing.
The SOFTSWISS survey participants identified the top marketing channels for 2025: influencer partnerships, affiliate marketing, SEO,  and paid advertising. Notably, research across the broader digital landscape shows SEO offers the highest ROI among digital marketing activities, exceeding 29%.