The new no-code tool lets casino teams automate bonuses, tagging and player segmentation without leaning on developers for every routine task.
A New Shortcut for CRM Teams
SOFTSWISS has launched Motion, a no-code workflow automation tool built into its casino platform, with the pitch aimed squarely at operators tired of waiting on technical teams to handle everyday CRM jobs.
The setup is straightforward: pick a trigger such as a registration or deposit, add the conditions that decide which players qualify, then choose the action. That could mean issuing a bonus, tagging a player, or dropping them into a segment for a campaign. Once the rule is live, Motion handles the rest on its own.
For operators, that means fewer manual steps and less back-and-forth with back-office staff. For players, it should mean faster offers, quicker responses, and less of the usual lag that can make promotions feel like they arrived after the party ended.
SOFTSWISS Says It Solves a Familiar Bottleneck
Suren Vardanyan, Head of Sales at SOFTSWISS Casino Platform, said Motion is meant to remove one of the more common headaches in CRM execution: the need to rely on technical resources for routine work.
He said the tool allows teams to build and run player logic directly inside the platform, cutting delays and giving CRM and retention staff more room to focus on engagement rather than admin. The broader idea is simple enough: let business teams move faster without needing a developer every time they want to tweak a campaign.
SOFTSWISS added that more than 130 casino projects are already using Motion, with the company pointing to faster campaign launches and less dependence on support teams.
The Bigger Push Into AI and Automation
The Motion rollout also fits into a wider automation drive at SOFTSWISS. Earlier in 2026, the company named Denis Romanovskiy as its first Chief AI Officer, handing him the job of leading its AI strategy and expanding automation across the business.
Romanovskiy previously served as one of SOFTSWISS’s Deputy Chief Technology Officers. In his new role, he is overseeing the company’s AI platform and the wider effort to make automation more practical, more controlled and, just as importantly, more useful.
Founder Ivan Montik said the appointment reflects how central AI has become to the future of technology. Romanovskiy, for his part, said the focus is on building AI into a trusted and efficient capability that can deliver measurable productivity gains across the company.
Taken together, the message from SOFTSWISS is pretty clear: give operators more tools to do the work themselves, automate the repetitive bits, and leave the humans to handle the parts that still need a brain.
