Artificial intelligence continues to transform recruitment strategies, with companies increasingly adopting automation to optimise workflows and improve operational efficiency.
This is one of the key takeaways from a newly released report by iGaming technology provider SOFTSWISS, produced in collaboration with recruitment specialist Pentasia.
The 2026 iGaming Talent Trends Report provides an in-depth look at hiring patterns and workforce developments across the sector.
Drawing on insights from more than 90 B2B and B2C industry leaders, it explores talent supply, salary trends, and broader market changes, while also outlining expectations for the year ahead.
A major theme highlighted in the report is the transition toward a more digitally driven workforce.
AI is playing a central role in this shift, supporting automation, advanced analytics, and enabling employees to deliver higher-value contributions.
However, the report also stresses that businesses must develop a strong understanding of AI tools, balancing trust with critical oversight to ensure quality and accuracy in output.
This shift is influencing hiring priorities. Rather than focusing on entry-level recruitment, many companies are now targeting experienced professionals who can support more technology-led strategies.
Alastair Cleland, Managing Director at Pentasia, commented: “Entry-level roles have been deprioritised in favour of mid-to-senior hires with advanced skills.
AI and data are now common expectations in data analytics, while some operational areas rely on tools to increase efficiency rather than broadening entry-level headcount.”
The report also reveals that, despite a transition from rapid expansion to a more stable growth phase, many iGaming firms are still prioritising short-term hiring needs over long-term workforce planning.
Among the notable trends is the growing expectation for employees to possess a diverse skill set, alongside the influence of new regulations such as the EU Pay Transparency Directive.
This legislation is expected to make openness around salaries a key factor in attracting talent.
Natalia Perkowska, Deputy Chief HR Officer at SOFTSWISS, said: “Three things for 2026: be clear; ambiguity is expensive. Move with intent, as good candidates don’t wait forever. Treat hiring as a partnership, not a transaction.
“And finally, the best candidates are not convinced by perfection. They’re convinced by honesty, competence, and leadership they can trust.”
The findings further underline the importance of alignment between employers and job seekers.
Experienced candidates are increasingly drawn to roles where they can make a clear impact, supported by competitive pay, flexibility, and opportunities for career progression.
Across both B2B and B2C segments, factors such as salary, workplace culture, growth prospects, and remote working options continue to play a decisive role in employment decisions.
The report is structured across five key areas: market dynamics, major talent trends, the balance of power between employers and candidates, employer branding, and practical hiring case studies.
These insights will be explored further during a LinkedIn Live panel hosted by SOFTSWISS and Pentasia on 20 March.
“Experienced candidates choose where they can have a clear impact with strong alignment on compensation, flexibility and growth,” added Cleland.
“Product-led environments appeal to those motivated by shaping roadmaps and solving complex problems. Brand-led teams attract marketers focused on acquisition and retention at pace.
“In both cases, transparent processes and trust in the employer’s approach influence decisions.”