Date: 10.04.2024

by Mateusz Mazur

“This year Latin America is one of our key focus regions”

iGamingExpress interviewed Tatyana Kaminskaya, Head of SOFTSWISS Game Aggregator, who played a significant role in taking the company to new heights in the competitive iGaming industry.

Can you share what motivates you and how you approach innovation within the iGaming industry?

The industry offers significant freedom and flexibility in business approach. While official regulations dictate certain operational procedures that we must adhere to, there is little room for traditional rules and conventions.

Confronting numerous challenges prompts me to engage in deep thinking and experiment with various strategies. I feel a sense of pride and happiness when my decisions result in success.

Under your guidance, the SOFTSWISS Game Aggregator has seen remarkable growth. What do you believe are the key factors that have contributed to this achievement?

In my opinion, the success of the SOFTSWISS Game Aggregator stems from our comprehensive approach, which goes beyond being just a technical partner. We prioritise ongoing communication with our clients after providing a technical solution. Our platform offers a vast portfolio and can be seamlessly integrated into any online casino through a single API.

Our relationship with clients transcends technical support; we are their business partners. This means we provide all necessary information, share insights, and genuinely invest in our partners’ growth. We have achieved remarkable outcomes by addressing problems, offering valuable data, and supporting their development.

Furthermore, we place a strong emphasis on enhancing the client experience. We systematically conduct research to measure client satisfaction and always strive to improve it. As a result, SOFTSWISS achieved a service satisfaction score of 8.6 out of 10 in 2023, according to a study by Kantar, a globally respected data analysis and consulting firm.

SOFTSWISS has been recognised for its innovative solutions across the iGaming sector. How do you ensure your team stays ahead of the curve in such a field?

We engage extensively with our partners, seeking to understand their needs and challenges and collecting feedback on existing solutions. We gather insights about the best practices on the market, aiming to come up with the best possible solution.

What strategies do you employ to adapt and succeed in diverse regions like LatAm and Asia?

This year, Latin America is one of our key focus regions. We have taken significant steps there, including hiring a local team.

To ensure our success in this region, we’ve conducted in-depth research into the market landscape, audience preferences, behavioural patterns, and popular games. One critical insight is the importance of content and support localisation for this region – a requirement we fully understand and are equipped to meet.

Based on this research, we have developed our strategy. Also, we keep an eye on all regulatory changes to be prepared to help our clients succeed there, supplying them with excellent software solutions and a variety of different games preferable to this specific region.

Collaboration and client service are pivotal to SOFTSWISS’s success. How do you foster a culture of excellence and responsiveness within your team to maintain high client satisfaction?

It’s crucial to acknowledge the role of our account managers. They truly understand the significance of our client’s success and go above and beyond to assist them. Their approach is always proactive, and they excel in building strong connections by deeply understanding the clients’ issues.

Our managers are committed to continuous learning and have access to the latest market data, which is essential for staying informed and ahead in this fast-paced industry. Moreover, they frequently communicate with each other, fostering a collaborative environment. This not only enhances their knowledge but also allows them to share valuable insights with our clients, further enhancing the quality of our service and maintaining high client satisfaction.

When it comes to operational and technical support, we have a 24/7 helpdesk for all our clients. There is a committed team behind it with the main goal of providing fast and quality service. The operational team is constantly measuring their KPIs and looking for improvement opportunities.

Finally, looking at the broader picture, what do you see as the biggest challenges and opportunities facing the iGaming industry today, and how is SOFTSWISS positioned to address them?

Regulation and licensing: the requirements and possibilities change all the time. We need to invest a lot of effort to keep the existing turnover, and even more – in order to grow and expand.

The industry is evolving rapidly, with technologies advancing at a similar pace. On one hand, we need to move quickly to stay ahead of competitors; on the other, we must be reasonable, given that user demands are continually increasing and the business landscape is shifting.

In this context, the SOFTSWISS Game Aggregator recognises significant potential in the deep analysis of players across various geographies. This enables us to monitor changes in demand and audience preferences, allowing us to offer our casino clients technological solutions that address real needs.

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