SOFTSWISS Sportsbook ecosystems, esports & AI
Previewing SOFTSWISS’ annual iGaming Trends Report, Victor Sekushenko, Head of Sales at SOFTSWISS Sportsbook, shares a sports betting perspective on where he sees the industry heading in 2025.
Could you tell us a bit more about yourself and where SOFTSWISS Sportsbook fits into the company’s ecosystem of products?
My role is Head of Sales for SOFTSWISS Sportsbook, a fully developed system that allows operators to start a sports betting business, whether it be on our platform as a PAM or any other platform where we can integrate our product as a module. I manage a team of business development and sales, so everything related to helping start new businesses and develop existing ones, selling our product and services to customers.
Te role of the product in the ecosystem of SOFTSWISS is one of the growth drivers. SOFTSWISS is always associated with the casino platform, aggregator, and games. Sportsbook is a relatively young product compared to the others in the portfolio. We expect this product to be instrumental in the future growth of the company.
Te SOFTSWISS team is finalising its iGaming Trends Report for 2025. From a sportsbook perspective, what changes have you observed in technology and betting behaviour?
It’s different every year because new things pop up, new trends create themselves or are created by the leaders of the industry. Tis year there’s quite a significant difference from the previous edition. I’ll summarise a couple of points from a sports betting perspective as the report is quite large!
Te first is the trend of creating ecosystems and operating within this environment where casino and sports betting go together and provide a full unified experience for the players. From an operator’s perspective they get a full product that covers all the main aspects of betting. It’s a win-win situation for all concerned. Another trend that I wanted to mention are the developments we’re seeing on the
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esports side because, in general, the audience is skewing younger and they are more educated in this cyberspace, is more tech savvy and they want to bet and entertain themselves with what’s interesting for them.
Esports is growing rapidly and it’s going to be the future. Many people might say that’s not news, but we’re seeing it in numbers as well. If we compare Q3 and Q2 of this year, our numbers have doubled in esports. Tere are several reasons, I’ll talk about them later, but this is a trend that we see, and it’ll be even bigger as we progress through 2025.
And what else? Obviously, AI. I know it’s a buzzword, but let’s be realistic, nowadays you can’t really go anywhere without implementing AI. Te way we do it is, again, two sides of the coin. We have the operator’s perspective and the player’s perspective. In the first case, we utilise AI to help our partners make data-driven decisions. We compile all these numbers and statistics to help them make educated decisions and grow their projects. From the player’s perspective, AI is being utilised to personalise and create a more tailored experience for each customer.
Commercially, how has 2024 been for SOFTSWISS Sportsbook? Are you satisfied with progress this year?
First and foremost, I can say that the year from a commercial standpoint was good. It’s not finished yet, but we can see already that it’s been successful. From my almost five years at the company, it’s one of the better years. We have signed a lot of new deals and plan to do even more next year. At the start of the year, we acquired a majority stake in Turfsport, a South African provider of multichannel wagering software for sports, horse racing, and lotto. Tis gave us a significant footprint in a new market and environment.
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