SiGMA Magazine: Rubens Barrichello brings racing instincts to SOFTSWISS’ Latin American growth strategy
Rubens Barrichello, former Formula 1 driver and current Non-Executive Director for SOFTSWISS in Latin America, was featured in of SiGMA Magazine, unveiled at BiS SiGMA South America 2025 in São Paulo. The feature explores Barrichello’s transition from motorsport to the iGaming sector, highlighting his strategic insights, leadership philosophy, and role in steering SOFTSWISS through the regulatory shifts and growth opportunities shaping Latin America’s digital gaming landscape.
A new race, a familiar rush
A year into his role, Barrichello draws striking comparisons between the fast-paced demands of Formula 1 and the dynamic nature of iGaming. “It’s like stepping into a new race,” he remarks, noting how technology, competition, and innovation drive the industry forward with a level of adrenaline that felt surprisingly familiar.
The engineering behind the ‘push of a button’
At the centre of this experience is the SOFTSWISS Game Aggregator, an industry-leading solution offering over 30,000 titles. Barrichello was impressed by the engineering precision behind what appears to be a simple operation: “With just one push of a button, these games go live. But behind that, there’s a lot of work, precision, and brilliant people making it happen.” The product’s performance is supported by data, with a Kantar survey awarding it 8.1 out of 10 for client satisfaction.
The power of humility at the top
His regular interactions with SOFTSWISS Founder Ivan Montik also left an impression. Barrichello notes Montik’s humility and ability to communicate with people as equals, despite leading a company that has grown from a handful of people into a global operation with more than 2,000 employees. This collaborative, respectful culture, he says, is reflected in how SOFTSWISS treats its clients and internal teams alike.
Regulation is the fuel, not the brake
On Brazil’s evolving iGaming regulations, Barrichello views the shift as a crucial step forward. “These new regulations make the market more transparent and safe, while creating rules and incentives for better business practices.” He draws a parallel with motorsport: just as rules define the legitimacy of victory in racing, certification builds trust in gaming. SOFTSWISS was among the first to obtain certifications for its Game Aggregator and Jackpot Aggregator in both Brazil and Peru, offering clients a safe and reliable product.
Leadership is about instinct and mistakes
Speaking on leadership, Barrichello believes everyone has the potential to rise to the occasion, but fear, especially the fear of failure, often stands in the way. He recounts a moment from a recent GT Open race where trusting his instincts about tyre pressure adjustments led to pole position, after first following the team’s conventional wisdom to no effect. “You can’t be afraid of failure, it’s the only way to succeed.”
A winning team is more than just the driver
Reflecting on team dynamics, Barrichello observes that while drivers receive attention, they are only one part of a complex system. Great teams, he says, are built by leaders who balance the wisdom of experience with fresh ideas and know when to draw boundaries. “Everyone plays a role, and success depends on trusting the process and working together.”
The story matters more than the trophy
His years at Ferrari and collaboration with racing legends like Michael Schumacher taught him that winning is not solely about trophies. “What matters is the story behind it.” His most memorable victory came from 18th on the grid at Hockenheim, proof, he says, that the journey, not just the result, measures success.
Adapting global models to local markets
For foreign businesses entering Latin America, Barrichello stresses the importance of local adaptation. “A local expert might say, ‘That works in Europe, but it won’t work here.’” Drawing from racing once again, he illustrates how cars are recalibrated to suit Brazil’s thinner air. The same principle, he argues, applies in business: understand the conditions, adapt accordingly, and surround yourself with the right team or partner.
Joy, rest, and self-awareness
Despite a demanding schedule, Barrichello prioritises self-awareness and balance. Rest, he says, is critical, especially when navigating work, travel, and public appearances. Music, cooking, golf, and wine help him reconnect with his passions. “I sing, even if it’s badly,” he laughs, recalling how his mechanic once joked that he’s lucky to be a driver. “It’s about those little moments of joy.”
Knowing where you’re meant to be
Drawing on his life experience, Barrichello encourages others to seek out an environment that fosters their growth. “You can have all the talent in the world, but if you’re not in the right place to grow, it might never fully develop.” For him, being born next to the Interlagos circuit shaped his future. Today, as Latin America becomes a hub for regulated iGaming, Barrichello is confident: “If you are already here in Brazil or thinking about coming, it’s a good place to be right now. I know it for sure.”
For more of Rubens, watch his Interview here:
