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UK – iSoftBet launches new brand manifesto

By - 23 February 2021

iSoftBet has unveiled a new brand manifesto with a vision to create ‘amazing gaming experiences’ and a mission to deliver high quality products that ‘inspire, innovate and entertain’, placing its people, partners and the player at the heart of its development.

The online games supplier and content aggregator has also outlined its new company values focusing on respect, passion and curiosity, all bound by its new mantra ‘Serious Fun’.

iSoftBet’s new strategy is in line with company growth that has been driven by the introduction of game intellectual property, proprietary mechanics and platform features alongside advances in game and platform development.

iSoftBet recently bolstered its senior management team with the appointment of a new Chief Marketing Officer, Head of HR, Chief Technology Officer and Head of Business Development, all of whom are committed to the company’s new brand manifesto.

iSoftBet values:


iSoftBet is about creating an environment where employees and customers are listened to and valued to reflect a spirit of togetherness. Its aim is to deliver the best performing games and experiences, content, features and engagement tools with support, integrity, and honesty.


iSoftBet products are driven by curiosity to differentiate – leading it to release some of the most unique titles and highly innovative mechanics in the industry and present players with experiences to remember.


Passion is at the core of the business – to create amazing gaming experiences and unique features that resonate with audiences. With a never-ending desire to engage, learn, innovate, and improve, iSoftBet aims to always deliver high quality entertainment.

Nir Elbaz, CEO of iSoftBet, said: “Our new brand identity and mantra of ‘Serious Fun’ reflects our company ethos of a relentless drive to ensure we deliver our partners and our people with fun experiences in a professional way.’

“We have an outstanding company culture at iSoftBet and have taken this opportunity to further strengthen our approach and market positioning to ensure continued success, growth and sustainability.”

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