SOFTSWISS executive outlines fixed-odds prediction market strategy and sportsbook mobile redesign

SOFTSWISS is positioning fixed-odds event betting as a way for licensed operators to enter prediction markets, according to Anton Lishchuk, the company's Prediction Markets Commercial Strategist. Speaking to SBC News, he said the approach builds on sportsbook infrastructure operators already use, so they do not need to develop an exchange from scratch.

Lishchuk cited company research showing monthly prediction market trading volume grew about 393-fold, from $32m in January 2024 to $12.6bn in January 2026. He said the category now competes with traditional sportsbooks for player attention. Under the fixed-odds model, the operator sets the price and manages the risk, while players back a yes-or-no outcome. Partners can test demand for new event categories with fewer additional resources, while checking that each event is permitted under local rules.

On regulatory uncertainty, Lishchuk acknowledged that further restrictions are a risk that operators must plan for, but said action in individual countries does not make a worldwide ban inevitable. He noted that regulators are examining different products under national rules, including which events are offered, who carries the risk and how players are protected. He argued that a model in which the operator quotes the price and accepts the bet may offer a more straightforward basis for discussion with regulators than a peer-to-peer exchange or decentralised model, while stressing this is the company's assessment and not a guarantee of approval.

To reduce the risk of widespread prohibition, he said operators should engage openly with regulators about the events they plan to offer, how prices are set and how outcomes are settled. They should also build in age checks, player protection tools, market integrity controls and clear rules from the start. Where certification is required, SOFTSWISS reviews the local regulator's requirements and adapts the product, while operators retain their own licensing and compliance responsibilities.

The interview also covered the SOFTSWISS Sportsbook's redesigned mobile layout. Lishchuk said mobile accounts for 94% of gross gaming revenue and 89% of turnover across the provider's sportsbook operators. The redesign aims to cut scrolling and taps, with horizontal carousels for live, pre-match and top leagues content, filters that update relevant sections together and a option to show top markets when building a bet.