Sonya Tsvetanova, Marketing Director at INSTASOFT, on iGaming platform identity, B2B casino software strategy and what it really took to debut at ICE Barcelona 2026.

You joined INSTASOFT from the very beginning. What does it actually take to build a B2B iGaming brand identity from zero?

The first step was a thorough market analysis: how competing iGaming platform providers were positioning themselves, where visual language in B2B iGaming software felt overused, and where there were genuine gaps in messaging. It means starting before anything exists — before a logo, before a tone of voice, before anyone in the iGaming industry knows your name. What I found was that many platforms were either too technical and cold, or too vague about what they actually delivered to operators. There was room for something that felt both dynamic and grounded. That became the direction for Instasoft's entire brand strategy.

What core principles did you establish for the Instasoft brand?

Three things anchored everything: speed, clarity and reliability — not as abstract values, but as real commitments that had to show up at every touchpoint. Speed because the iGaming platform itself was built and launched in a matter of months, and that energy had to be reflected in how the brand felt. Clarity because B2B iGaming buyers are experienced operators who do not need inflated language. Тhey need to understand immediately what your software does and why it matters to their business. And reliability because operators are not making a quick purchase. Тhey are selecting a long-term technology partner.

How does Instasoft differentiate itself in a market that already has established, large-scale iGaming software providers?

We are not trying to out-scale iGaming companies that have been in the market for fifteen years — that would be the wrong fight. What we offer is an iGaming platform built with current technology from the start, without the legacy architecture that larger B2B providers often carry. Big companies have scale and history, and that means something to certain operators. But it also means inherited constraints. We can offer a cleaner, faster and more focused software solution built for the way the iGaming market operates today — not ten years ago.

How do you balance a modern visual identity with the need to communicate stability?

The visual identity signals where we are going. But stability is not something you design — it is something you demonstrate through execution. INSTASOFT moved from platform launch to international iGaming exhibition presence in a very short time. That trajectory is itself a form of proof. When the brand looks sharp and purposeful and the iGaming company behind it is already delivering and expanding, the two things reinforce each other naturally. We did not try to look established before we had earned it. We let the pace of execution make the argument.

ICE Barcelona 2026 was INSTASOFT's first ever iGaming exhibition. Can you describe the challenge of getting the stand ready?

We had around two months from the decision to attend ICE Barcelona to the moment the stand needed to be physically ready on the exhibition floor. Within those two months, the concept development, design, sourcing of suppliers and a number of other organisational things all had to happen — everything in parallel and with no buffer for delays. It was one of the most compressed timelines I have managed and the fact that everything came together the way it did says a lot about the team and the iGaming industry partnerships we had in place.

What were the strategic goals behind the stand — brand visibility, operator meetings or iGaming market positioning?

All three, but with a clear hierarchy. The primary goal was qualified meetings — real conversations with operators and iGaming partners who were genuinely relevant to what we are building. Visibility without the right conversations is expensive noise. So the stand was designed to draw people in but also to give them a reason to stay: a welcoming atmosphere, premium catering and enough space for several meetings to run at the same time. Brand positioning was the layer underneath everything ensuring that whether someone sat down with us or simply walked past, the impression of INSTASOFT as a serious B2B iGaming platform provider was immediate and clear.

What was it like to see the NSTASOFT brand exist physically for the first time at an international iGaming exhibition?

Seeing it at ICE Barcelona, alongside iGaming software companies that have been in this industry for years, is something that cannot be described in words alone. What made it truly rewarding was not just the visual result, but what was happening at the stand. The meeting tables were occupied from the first hour of the day to the last. At one point I could not get a clear photograph of the sales team because every one of them was mid-conversation with a casino operator or potential partner. That is the metric that actually matters.

How did the meetings go? Were you connecting with the right iGaming partners?

The volume was high — full days, back to back, without real gaps. But more importantly, the conversations were substantive. The visitors who sat down with us came with specific questions about the platform, about integration timelines, about what working with an iGaming software provider would actually look like. That quality of engagement does not happen by accident. It is the result of the right message reaching the right decision-makers before the event, and a stand environment that makes serious conversations easy to have.

How much do supplier and partner relationships influence what you can achieve at a major iGaming exhibition like ICE?

Far more than most people acknowledge. The quality of your exhibition stand, the pricing you secure, the reliability of delivery. All of it depends on relationships that existed before you ever picked up the phone to ask for help. The stand we produced at ICE Barcelona was only possible because of the partners we had built genuine working relationships with before the event.

Beyond logistics, how important are stable partnerships to INSTASOFT's broader B2B iGaming platform strategy?

In the iGaming industry, reputation moves through the operator network faster than any press release. The way you build that reputation is by delivering what you committed to, by being direct when problems need to be addressed, and by treating each B2B partnership as something genuinely worth protecting not just a contract to fulfil.

Which marketing channels are most effective for a B2B iGaming platform provider at this stage of growth?

We want to be present everywhere that matters in the iGaming industry, and each channel does a different job. Social media is where we introduce INSTASOFT to the market — we use it to show who we are as a company, demonstrate the software platform in real terms, share product updates, highlight new iGaming features and give operators a sense of how fast we are moving before they ever speak to us. It builds the kind of familiarity that matters when an operator is deciding which iGaming software providers to take a meeting with at an exhibition. Industry media partnerships and iGaming PR add a layer of credibility being present in the publications and conversations that B2B iGaming decision-makers already follow signals that we are a serious platform provider, not a new name that appeared overnight. Exhibitions like ICE Barcelona remain irreplaceable for a different reason: there is no digital equivalent of a direct conversation with someone who can actually make a platform decision.

The goal of everything we do is to create enough confidence in the product and the team that our partners become our most credible voice in the market.

What are the next steps in INSTASOFT's iGaming marketing strategy?

ICE Barcelona was the opening move, not the destination. The next phase is about going deeper with the operators we have already connected with, into the iGaming markets where we see the strongest product fit, and alongside the new platform features we are bringing to market. We will continue expanding our iGaming exhibition presence and building the media partnerships that put INSTASOFT in front of the right B2B decision-makers at the right time. The brand has shown it can compete at an international level. The work now is making sure the iGaming platform behind it keeps pace with that ambition.