AI Growth Lessons from SOFTSWISS for Malta iGaming

A 45% jump in a game portfolio in a single year isn’t “more content.” It’s a sign that the operating model has changed.

SOFTSWISS closed 2025 claiming 45% growth in its iGaming content portfolio across 24 regulated jurisdictions, alongside expansion across Brazil, Peru, parts of Europe, and Africa. It also highlighted operational metrics that most operators quietly obsess over: 40,000+ active games, 300+ providers, and 99.999% uptime for its Game Aggregator.

For Malta-based iGaming companies, the headline isn’t the growth itself. The headline is what this pace implies: you don’t scale globally in regulated markets without automation and intelligence built into your workflows. In practice, that increasingly means AI in iGaming—not as a buzzword, but as the machinery behind multilingual content, trend-based marketing, compliance checks, CRM segmentation, and player communication.

This article is part of the series “Kif l-Intelliġenza Artifiċjali qed tittrasforma l-iGaming u l-Logħob Online f’Malta”. The point here is simple: if you’re operating from Malta and trying to grow internationally in 2026, AI isn’t optional; it’s the only way to keep speed without sacrificing compliance.

The real story behind 45% portfolio growth: operations, not luck

Scaling a game portfolio by 45% is mostly a process challenge. The games themselves don’t magically appear. What scales is the ability to onboard providers, certify content, localise, QA, market, and support that content without drowning your teams.

SOFTSWISS’ numbers (40,000+ active games, 300+ providers, 600+ clients) hint at a reality Malta teams recognise: content growth creates secondary complexity. Every new provider means more:

• game metadata management (names, RTP info, features, categories)
• jurisdiction rules (availability, restrictions, disclosures)
• language localisation (lobby strings, promos, help content)
• compliance verification and evidence trails
• marketing assets at scale (banners, CRM messages, push, email)

Where AI fits (and where it doesn’t)

AI doesn’t replace platform engineering or compliance. It compresses the time between “we want to launch this” and “it’s live, correct, and performing.” For Malta iGaming teams, the highest-impact uses tend to be:

• Multilingual content generation for game pages, promo copy, and CRM messaging
• Automated tagging and categorisation of game metadata (themes, mechanics, volatility labels)
• Anomaly detection for performance and uptime signals (flagging spikes in errors or latency)
• Player segmentation that updates dynamically based on behaviour

My stance: most companies misuse AI by pointing it at “creative copy” first. The bigger win is to use AI where it reduces rework—metadata, localisation QA, and compliance-adjacent checks.

Regulated-market expansion is an AI problem disguised as a business plan

SOFTSWISS’ 2025 recap focuses heavily on expansion into regulated markets, including full certification in Brazil and further growth in Europe and Africa. That matters for Malta because regulated expansion is rarely blocked by ambition—it’s blocked by execution capacity.

When you enter a new jurisdiction, you don’t just translate a few screens. You rebuild parts of your operation:

• KYC flows and document handling
• responsible gaming messaging and limits
• payment methods and fraud controls
• reporting and audit readiness
• customer support language and tone

AI-driven localisation: the difference between “translated” and “ready to convert”

Multilingual content in iGaming isn’t a translation task; it’s a conversion and compliance task. A Malta operator entering LatAm (or any new region) needs language that matches local expectations.

What works operationally:

1. Create jurisdiction language packs (terminology, prohibited phrases, RG disclaimers, brand tone)
2. Use AI to generate first drafts for:
   • lobby descriptions
   • bonus explanations
   • transactional emails
   • help-centre articles
3. Add human review for compliance-sensitive surfaces (bonuses, wagering, RG, KYC)
4. Feed edits back into your prompts/style guides so the model improves over time

If you’re doing this well, you can go from “new market decision” to “market-ready content library” in weeks—not quarters.

“Trends reports” aren’t content marketing. They’re a data product.

SOFTSWISS also leaned into its iGaming Trends Report and a related industry conference format. Lots of brands publish reports. Few treat them as a repeatable system.

Here’s the better way to see it: a trends report is a packaged analytics product that shapes partnerships, sales conversations, and market positioning. AI makes this more scalable in two specific ways.

1) AI turns messy inputs into usable insight faster

Most iGaming businesses already have the raw inputs:

• player behaviour events
• game and provider performance
• bonus uptake and churn signals
• CRM campaign results
• support tickets and complaint themes

AI is strong at:

• clustering feedback themes from support and community channels
• summarising performance shifts by segment or market
• identifying outlier behaviour worth investigation

The win isn’t “AI wrote a report.” The win is your analysts stop spending half their time cleaning and summarising.

2) AI turns one report into 50 assets (without turning it into spam)

If you publish a serious report, you can create:

• 10 short thought pieces for LinkedIn-style distribution
• 5 partner emails tailored to specific buyer personas
• 3 sales enablement one-pagers (casino, sportsbook, affiliates)
• 20 CRM snippets for player education (RG tips, feature explanations)

This is where Malta iGaming marketing teams can gain an edge: AI-assisted repurposing with strict brand and compliance constraints. The constraint part is non-negotiable.

What SOFTSWISS’ product metrics tell Malta teams about AI readiness

A few metrics in the recap are more revealing than they look:

• 99.999% uptime (Game Aggregator)
• setup times as short as 14 days (Sportsbook)
• 500+ jackpot campaigns and 70,000+ jackpot hits in a year
• 500,000+ affiliate accounts and 122 million registered players (Affilka)

These numbers point to a familiar truth: iGaming growth is constrained by operational reliability and decision speed.

AI for reliability: detect issues before players do

If you’re running at scale, you can’t wait for “support ticket volume increased” as your alert.

AI-assisted monitoring (often layered on top of existing observability) can:

• flag abnormal error rates by provider/game/version
• detect payout latency patterns that correlate with churn
• identify geolocation-specific issues (CDN, device, payment)

This is especially relevant for Malta companies serving multiple regions: issues don’t show up evenly. One payment rail in one country can tank your conversion overnight.

AI for decision speed: make segmentation and offers less manual

For sportsbook and casino operations, the slow step is usually human:

• building segments
• deciding offers
• timing the campaigns

AI can propose segments and message variants, but the right operating model is human approval with automated execution. A practical approach:

• AI suggests: “Players in Market X who played Y games and reduced sessions by 30% in 14 days”
• Human approves the segment and selects an allowed offer type
• System runs controlled A/B tests with strict RG constraints

If your team can’t explain why an offer was shown, don’t ship it.

A practical 30-day AI plan for Malta iGaming teams (that won’t backfire)

You don’t need a massive AI programme to get results. You need a focused one that respects regulation and brand risk.

Week 1: Build your “AI-safe” foundation

• Define which content is safe for AI drafting (game blurbs, blog posts, internal summaries)
• Define which content requires human sign-off (bonuses, wagering, RG, legal)
• Create a terminology and tone guide per language (especially for multilingual content)

Week 2: Ship one multilingual workflow

Pick one:

• game page localisation pipeline
• help-centre localisation pipeline
• CRM lifecycle messages (onboarding → reactivation)

Measure:

• production time saved
• QA defects found
• conversion or engagement impact

Week 3: Add AI to performance insight, not just content

• summarise weekly market performance automatically
• cluster top support themes
• generate a “what changed and why it matters” dashboard note

Week 4: Connect it to lead generation (without being pushy)

If your goal is LEADS, the clean path is:

• create one high-value asset (a checklist or mini-report)
• use AI to tailor outreach messaging by persona (product, compliance, marketing)
• keep claims specific and verifiable

The aim isn’t more volume. It’s higher relevance per message.

The next year belongs to the teams who can scale and stay compliant

SOFTSWISS’ 2025 numbers—45% portfolio growth, 40,000+ active games, expansion across regulated regions—signal a market reality Malta already feels: competition isn’t only about products anymore. It’s about how fast you can operate across languages, jurisdictions, and channels without mistakes.

AI in iGaming is most valuable when it reduces operational drag: faster localisation, smarter segmentation, cleaner insight loops, earlier detection of issues. Used badly, it creates compliance headaches and brand damage. Used well, it creates the one thing you can’t buy easily: speed with control.

If you’re building from Malta and planning new-market growth in 2026, what’s your bottleneck right now—content production, compliance throughput, player communication, or insight speed? The answer tells you exactly where AI should go first.