The company has introduced Back Office AI Workflow, a new Casino Platform capability that enables operators to execute supported back-office tasks through natural-language conversations, helping reduce manual work and accelerate promotional campaign preparation.
SOFTSWISS, a technology partner for iGaming operators, has introduced Back Office AI Workflow, a new capability within its Casino Platform.
The functionality enables casino operators to execute supported back-office tasks through natural-language conversations with artificial intelligence (AI), moving beyond simple recommendations. By bringing these capabilities into everyday operations, SOFTSWISS aims to reduce manual work and accelerate promotional campaign preparation.
The launch comes as the iGaming industry seeks to turn growing AI adoption into practical business value. According to the SOFTSWISS 2027 iGaming Trends Report, more than 80% of betting and gaming organisations have adopted generative AI, yet the industry’s overall AI maturity stands at 45 out of 100.
This gap highlights the challenge of moving beyond AI experimentation and integrating the technology into everyday business operations.
From AI Instructions to Operational Execution
Back Office AI Workflow addresses this challenge by connecting AI to the Casino Platform’s existing operational capabilities.
Through a single natural-language conversation, operators can prepare a promotional tournament, from creating the target player segment to configuring tournament settings and preparing a CMS page.
The functionality includes:
- Building and managing player segments and filters.
- Creating and configuring tournaments and lotteries.
- Adjusting supported settings of existing bonuses.
- Managing game lobby configurations.
- Preparing CMS pages and content.
- Retrieving selected player information within existing access permissions.
Turning AI Automation into Business Value
By simplifying campaign preparation, the new functionality offers several potential advantages for casino operators:
- Accelerating campaign preparation: Reduces repetitive configuration work and brings promotional initiatives closer to launch.
- Improving operational efficiency: Frees up time spent on routine tasks, allowing teams to focus on higher-value activities.
- Scaling marketing activity: Enables operators to prepare more campaigns and test additional engagement approaches without a proportional increase in staffing or operational costs.
While AI takes on supported operational tasks, operators remain responsible for critical decisions. The technology works within existing back-office permissions, while actions such as tournament activation and the publication of new CMS pages require direct human involvement.
Mykhailo Hrechyna, Head of Operations at SOFTSWISS Casino Platform, commented:
“For casino operators, campaign speed has a direct commercial value. The sooner a marketing initiative is ready to launch, the sooner it can start engaging players and generating revenue.
“At the same time, teams need the capacity to test more ideas without constantly expanding their resources. Back Office AI Workflow addresses both challenges by bringing AI directly into everyday operations.
“We see this as a practical step towards making AI part of how casino businesses run, rather than a separate tool they experiment with.”
AI as Part of SOFTSWISS’ Technology Strategy
The launch also reflects a broader direction in SOFTSWISS’ AI development: integrating artificial intelligence into existing operational processes rather than treating it as a separate tool.
Back Office AI Workflow demonstrates this approach within the Casino Platform and creates opportunities for further automation as the technology develops.
This direction builds on SOFTSWISS’ ongoing investment in AI. In January 2026, the company appointed Denis Romanovskiy as Chief Artificial Intelligence Officer, formalising AI development as a strategic priority.
SOFTSWISS will demonstrate Back Office AI Workflow at SiGMA World Rome, taking place from 2 to 5 November 2026 at Fiera Roma. Casino operators and industry partners can visit Stand H4-4029 to explore the new functionality within the Casino Platform.
