The growing influence of artificial intelligence is continuing to disrupt hiring processes, as employers look for new ways to automate workflows and streamline operations. 

That’s according to a new report published by iGaming technology provider SOFTSWISS, in partnership with Pentasia. 

The 2026 iGaming Talent Trends Report offers analysis of the current workforce landscape and hiring dynamics across the industry.

Based on data and insights from over 90 B2B and B2C industry leaders, it examines talent availability, compensation trends and market shifts, while providing recommendations for 2026.

Among one of the key trends identified is the shift towards a more digital workforce, specifically the use of AI technology in enabling automation, data analytics and higher-value contribution. 

The report highlighted that, as AI automation becomes a mainstay in the industry, it is necessary that employers become experts in this field – quality checking work and being skeptical whilst not losing faith in the tech entirely. 

As a result, more employers are choosing to focus on mid-to-senior-level hires as they look to shift towards more technology-focused strategies within their business.

Alastair Clelend, 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.”

SOFTSWISS findings show focus on short-term hires

Findings also show that as iGaming companies shift from fast growth to a more stable phase, many still focus on short-term hiring instead of long-term workforce planning.

Key trends include needing employees to learn multiple skills and the impact of new regulations like the EU Pay Transparency Directive, which will make salary transparency an important part of how companies attract talent.

Natalia Perkowska, Deputy Chief HR Officer at SOFTSWISS, said: “Three things for 2026: be clear – ambiguity is expensive. Move with intent – 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 SOFTSWISS and Pentasia report also shows the importance of alignment between employers and candidates, with experienced professionals prioritising clear impact, competitive compensation, flexibility and career growth.

In both B2B and B2C hiring, and across the workforce in general, factors including salary, career growth, company culture and elements of remote working are key drivers for someone choosing to join a company.

The report covers five sections – market dynamics, key talent trends, employer-candidate power balance, employer branding and practical hiring case studies – and will be discussed 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.”