In Episode 95 of iGaming Real Talk, our host Surya Palli sits down with Alexandra Kavelich, Deputy CMO at SOFTSWISS, in Lisbon to discuss the fifth edition of the SOFTSWISS 2027 iGaming Trends Report and what its findings reveal about the industry’s development.

The report began because companies lacked the structured data needed to make informed business and marketing decisions. Five editions later, the research brings together insights from more than 500 industry professionals, 65 experts and around 480,000 media signals. Alexandra explains how comparing findings over time helps distinguish lasting trends from temporary hype.

One of the biggest talking points is the report’s new Digital Maturity Index. iGaming scored 4.67 out of 5, ranking first among the digital industries compared in the study. Surya reflects on how this challenges the common view that iGaming is behind other digital sectors when it comes to innovation and technology.

They also discuss prediction markets, including the interest surrounding the sector, the challenges around regulation and liquidity, and the uncertainty over which business model will prove sustainable. Alexandra shares why she believes the industry’s slowing growth could be another sign that iGaming is becoming more mature.

What the industry is facing:

– A lack of structured data to support business and marketing strategies
– The challenge of separating genuine trends from short-lived hype
– Questions about how iGaming compares with other digital industries
– Strong interest in prediction markets alongside regulatory and liquidity challenges
– Different prediction-market models competing for long-term viability
– Slowing growth as the industry moves towards greater maturity

What this conversation explores:

– Why SOFTSWISS started its annual iGaming Trends Report
– What five editions of research can reveal about changing industry trends
– How the report combines surveys, expert insights, media analysis and external research
– What the Digital Maturity Index measures and why iGaming scored 4.67 out of 5
– Why comparing iGaming with other digital industries matters
– Whether prediction markets are a lasting opportunity or a passing trend
– How SOFTSWISS approaches prediction markets through its B2B solution
– Why regulation, technology and market demand are developing at different speeds
– What the report’s growth forecasts could mean for the industry’s next stage

Brought to you by:

SOFTSWISS
Endorphina

Hosted by Surya Palli
Connect with Surya on LinkedIn.
For podcast sponsorship and collaborations: surya@igamingrealtalk.com
Check out iGaming Real Talk .com

Chapters:

01:34 – Alexandra Kavelich Joins iGaming Real Talk
02:12 – Why SOFTSWISS Started the Trends Report
03:02 – The Lack of Structured Data in iGaming
04:04 – Five Editions and 32,000+ Downloads
04:56 – How the Report’s Methodology Works
05:44 – Separating Hype from Real Signals
06:25 – Experts, Surveys and External Research Partners
07:26 – Is iGaming Actually Behind Other Digital Industries?
08:21 – The New Digital Maturity Index
09:41 – Prediction Markets: Trend or Bubble?
10:38 – Regulation Versus Technology
11:44 – Surya’s View on Prediction-Market Liquidity
12:45 – SOFTSWISS Research into Prediction Markets
13:40 – The 900-Gram Trends Report
14:13 – What Surprised Alexandra Most?
15:24 – Is Slower Growth a Sign of Industry Maturity?

Episode 95 of iGaming Real Talk with Alexandra Kavelich, Deputy CMO at SOFTSWISS.

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In the late 2000s, Ed Hardy’s master licensee Christian Audigier chose to cash in on the brand’s celebrity heat through dozens of sublicenses across ever more product categories, and when Hardy’s side challenged the accessories, the reported settlement folded them into the contract instead of cutting them.

Plan B: License with a ceiling, the way Burberry did from 2006: a fixed set of categories where the art was the product, central design approval, buybacks or refusals of fringe licenses, and the 2009 dispute used to shrink the brand’s footprint rather than price its expansion.

Plan B Files tells what happened to a company, the one decision that turned the story, and the realistic alternative, with the evidence behind it.

CHAPTERS
0:00 Cold open
0:43 Made for skin
2:37 Everything, everywhere
4:38 The licensing machine
6:52 Overexposure
9:14 A ceiling
12:17 Write the limits first
13:05 Wrap-up

SOURCES
[1] TIME / Entertainment Weekly, 2015-07-10: time.com/3954078/ed-hardy-christian-audigier-obituary
[2] LAist / KPCC Take Two, 2013-07-02: laist.com/shows/take-two/tattoo-legend-ed-hardy-inks-his-life-story-in-wear-your-dreams
[3] NSS Magazine, 2021-12-23: nssmag.com/en/fashion/28482/ed-hardy
[4] The Austin Chronicle, 2009-11-06: austinchronicle.com/columns/after-a-fashion-11746162/
[5] U.S. SEC (EDGAR), 2009-05: sec.gov/Archives/edgar/data/0000857737/000114420409024957/v148404_8k.htm
[6] U.S. SEC (EDGAR), 2010: sec.gov/Archives/edgar/data/0000857737/000114420410010445/v175724_10k.htm
[7] U.S. SEC (EDGAR), 2011-04-29: sec.gov/Archives/edgar/data/0000857737/000114420411025045/v220191_8k.htm
[8] PR Newswire (Iconix press release), 2011-04-27: prnewswire.com/news-releases/iconix-brand-group-inc-announces-acquisition-of-worldwide-rights-to-the-ed-hardy-brand-120767869.html
[9] PR Newswire (Nervous Tattoo press release), 2011-04-29: prnewswire.com/news-releases/christian-audigier-through-his-holding-nervous-tattoo-inc-sold-the-rights-to-the-master-license-of-ed-hardy-to-iconix-brand-group-120991449.html
[10] U.S. SEC (EDGAR), 2019: sec.gov/Archives/edgar/data/857737/000156459019009857/icon-10k_20181231.htm
[11] Nylon, 2021-07-21: nylon.com/fashion/ed-hardy-comeback-2021
[12] Knowledge at Wharton, 2008-11-20: knowledge.wharton.upenn.edu/article/checked-growth-how-burberrys-angela-ahrendts-is-steering-the-company-through-a-volatile-economy/
[13] The Globe and Mail, 2015-09-29: theglobeandmail.com/report-on-business/how-burberry-mended-its-checkered-reputation/article26558669/
[14] Wikipedia, 2026: en.wikipedia.org/wiki/Ed_Hardy_(brand)

PHOTO CREDITS (Wikimedia Commons)
Ed Hardy running shoe 2008 / karindalziel / CC BY 2.0 / commons.wikimedia.org/wiki/File:Ed_Hardy_running_shoe_2008.jpg
Italian-tattoo-artist-at-work / Technopop.tattoo / CC BY-SA 4.0 / commons.wikimedia.org/wiki/File:Italian-tattoo-artist-at-work.jpg
Tattoo artist Keith Killingsworth / Ta2man / Public domain / commons.wikimedia.org/wiki/File:Tattoo_artist_Keith_Killingsworth.JPG
Female tattoo artist at work / Miguel Discart / CC BY-SA 2.0 / commons.wikimedia.org/wiki/File:Female_tattoo_artist_at_work.jpg
Loro Parque Koi3 / Eistreter / CC BY-SA 3.0 / commons.wikimedia.org/wiki/File:Loro_Parque_Koi3.JPG
Burberry Oslo / Ssu / CC BY-SA 4.0 / commons.wikimedia.org/wiki/File:Burberry_Oslo.jpg
Camp – Notes on Fashion at the Met – Burberry rainbow cape (73854) / Rhododendrites / CC BY-SA 4.0 / commons.wikimedia.org/wiki/File:Camp_-_Notes_on_Fashion_at_the_Met_-_Burberry_rainbow_cape_(73854).jpg
Entrance in Torp shopping mall, Uddevalla / W.carter / CC BY-SA 4.0 / commons.wikimedia.org/wiki/File:Entrance_in_Torp_shopping_mall,_Uddevalla.jpg
Melbourne Old Post Office (Shopping Mall Interior) / Donaldytong / CC BY-SA 3.0 / commons.wikimedia.org/wiki/File:Melbourne_Old_Post_Office_(Shopping_Mall_Interior).jpg
Macy’s Herald Square August 2017 03 / Arild Vågen / CC BY-SA 4.0 / commons.wikimedia.org/wiki/File:Macy%27s_Herald_Square_August_2017_03.jpg
Sephora Store (14606936859) / Mike Mozart / CC BY 2.0 / commons.wikimedia.org/wiki/File:Sephora_Store_(14606936859).jpg
Urban Outfitters, Brussels, 2026 / Bdx / CC0 / commons.wikimedia.org/wiki/File:Urban_Outfitters,_Brussels,_2026.jpg
Urban Outfitters Store – Waikiki (49539057093) / Tony Webster / CC BY 2.0 / commons.wikimedia.org/wiki/File:Urban_Outfitters_Store_-_Waikiki_(49539057093).jpg
Interior sports clothing store Cala Millor / Steffen Mokosch / CC BY-SA 4.0 / commons.wikimedia.org/wiki/File:Interior_sports_clothing_store_Cala_Millor.jpg

Charts and graphics: Plan B Files, based on the sources above. Some quotes are paraphrased and attributed.
Narration: AI voice (ElevenLabs). Script researched and edited by a human.

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Dificultad de la traducción: 8/10

Artista: Coldplay
Álbum: Shiver
Fecha de lanzamiento: 2000
Género: Rock

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Dr. Samuel J. Carter, one of Erie’s early physicians, created his little liver pills right here in Erie at 21 North Park Row. ©2026 …

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Un día antes decía que no renunciaría, que esperaría “a que las cosas se enfríen”. Horas después, algo dramático debió suceder para que Guadalupe Taddei diera completa reversa a su dicho y presentara, ante el Congreso, su carta de renuncia como Consejera Presidenta del Instituto Nacional Electoral (INE).

👉La opinión de Ramón Alberto Garza en #QueAlguienMeExplique:

📍https://codm.info/4iEnFoe

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