Global Tech Report Highlights Shifting AI, Cybersecurity, and Brand Trust Trends in the Digital Entertainment Sector

SOFTSWISS, a renowned global technology company, is making waves in the iGaming industry, particularly with its expanding influence in South Africa. Its recently released 2026 iGaming Trends Report, developed in partnership with NEXT.io, sheds light on a significant evolution in the digital entertainment and tech landscape. In this study, SOFTSWISS emphasizes that operational AI, advanced cybersecurity, and brand reputation are now deemed more crucial than traditional performance marketing techniques.

This fourth edition of the report unveils the intricate factors driving a transformation in the industry, with insights specifically tailored for South Africa’s burgeoning digital economy. Let’s delve deeper into the report’s key findings.

AI Goes Operational

One of the standout trends identified in the report is the operationalization of artificial intelligence (AI). In 2025, the perceived importance of AI surged to a notable score of 8.41 out of 10, reflecting an upward tick from 8.15 the previous year. A significant 56% of surveyed organizations marked AI integration as one of their top three business priorities. This increasing emphasis indicates a strategic shift where companies are leaning on AI not just for enhancements but as a fundamental aspect of their operations.

Cybersecurity as a Core Metric

The report underscores the pressing need for robust cybersecurity frameworks. Alarmingly, phishing incidents have seen an increase of 180% since 2023, and 35% of smaller iGaming operators have reported lacking adequate cyber resilience. These statistics reveal a critical intersection of trust, compliance, and user retention—particularly for platforms handling high-value transactions. As the landscape grows more perilous, prioritizing cybersecurity isn’t merely a recommendation; it’s fast becoming essential for sustained success.

Brand Over Bonus

Perhaps one of the most enlightening shifts noted is the declining effectiveness of influencer and bonus-oriented marketing strategies. Users increasingly favor brand reputation and trust over mere monetary incentives when choosing where to play. This change indicates a maturation of the market, as businesses align more closely with regulatory expectations, particularly pertinent in South Africa’s evolving gaming scene.

Responsible Gambling 2.0

As the industry grapples with its responsibilities toward players, the report highlights the role of AI-based tools in enhancing player protection. These innovative technologies are being deployed to detect at-risk user behavior in real time—a proactive approach increasingly expected by global regulators aiming to cultivate safer digital environments.

Regulation Reshaped

The trends report reflects a tightening of regulations across Africa. Key examples from 2025 include significant changes such as Kenya’s ban on celebrity and influencer advertising, Nigeria’s implementation of new tax levies on winnings, and Ghana’s mandate for biometric player identification. These adjustments underline an urgent need for operators to adapt their strategies to remain compliant and competitive in a shifting regulatory landscape.

Marketing Reinvented

In light of this evolving environment, marketers are pivoting from performance-centric tactics to a more holistic, brand-led approach. Organizations now emphasize metrics related to brand equity—such as Top of Mind and Purchase Intent—as strategic key performance indicators (KPIs). This shift promises to create more sustainable growth by fostering long-term relationships with players.

While the focus of the report primarily lies within the iGaming sector, its implications resonate with a broader spectrum of South Africa’s digital economy, which spans e-commerce and fintech. The industry-wide movement away from aggressive user acquisition towards nurturing brand trust and the integration of AI technology presents challenges and opportunities vital for all local organizations handling high volumes of transactions.

Empirical evidence supports the report’s findings, as it rests on a survey involving over 350 professionals from the iGaming industry, supplemented by AI-driven analysis of over 120,000 media headlines. This comprehensive synergy of qualitative and quantitative research methods renders it one of the most thorough overviews of the global iGaming landscape available today. Notable independent analytics from Kantar and insights from 30 domain experts at SOFTSWISS elevate the report’s credibility.

Additionally, the release of this year’s report follows SOFTSWISS’s significant accolade for its commitment to the African continent, having clinched the ‘Best Platform’ title at the SIGMA Africa Awards 2025. This grounded local involvement lends SOFTSWISS a pertinent global perspective on market-specific challenges and opportunities.

This year’s edition also introduces a compelling section on Microtrends, offering insights into emerging shifts and ideas with potential for near-term impact. This new chapter aims to highlight the subtler signals on the horizon that may shape future market dynamics.

In the words of Ivan Montik, the Founder of SOFTSWISS, “In recent years, the sector has moved into maturity. What now matters is disciplined profitability, operational resilience, and the ability to deliver durable player value. This fourth edition reflects that shift.” Montik’s insights provide a lens through which the industry can view the macrotrends influencing strategic direction while also acknowledging the micro-level tactics that enhance performance.

Last year’s Trends Report generated significant interest, boasting over 13,000 downloads—further confirming its status as one of the most respected analytical resources in the sector. Industry operators and professionals eager to explore the detailed findings and insights can access the full report through SOFTSWISS’s official website.

For those keen to remain ahead of the curve in the rapidly evolving iGaming landscape, downloading the 2026 iGaming Trends Report is a vital step toward understanding the forces that will shape the industry in the coming years.