SOFTSWISS’ Barrichello on Shared Success and Partnership Beyond the Spotlight

Rubens Barrichello, Non-Executive Director in Latin America at SOFTSWISS, spent 19 years in Formula 1 before bringing his racing mindset to iGaming. In the latest installment of SOFTSWISS’ Close-Up interview series, he reflects on how deep teamwork and honest communication translate from the track to business.

Barrichello says his proudest moments have less to do with podiums and more with the unseen coordination behind them. He draws a parallel to SOFTSWISS’ work in Latin America, such as opening the BiS SiGMA South America ceremony alongside Brazilian authorities. "What people don’t see is the months of preparation underneath – the negotiations and the coordination that made any of it possible," he explains.

The Shift from Individual to Shared Ambition

For Barrichello, shared ambition begins when people stop viewing others’ success as a threat. Motorsport taught him early that a driver depends on countless unnamed contributors. "Ambition becomes something bigger when people stop asking, 'How do I win?' and start asking, 'How do we move forward together?" he says. This principle drives SOFTSWISS to invest heavily in regulatory, compliance, and client-facing teams, ensuring partners have the backing to grow.

Alignment in a Fast-Moving Industry

Honest communication is what keeps teams aligned when markets shift. Barrichello notes that in racing, a pre-race plan rarely survives the first lap; constant, truthful feedback between driver and engineer is vital. He applies the same logic to Brazil’s evolving iGaming market, where regulation and player behavior change quickly. "The operators who stay ahead are the ones who have built real communication with their partners – not just service delivery, but an honest view on what is happening on the ground," he states.

What Great Partnerships Look Like Up Close

Barrichello argues that true partnership is revealed not during smooth announcements but when difficulties arise. After SiGMA Americas 2025, SOFTSWISS took partners to Portugal’s Estoril Circuit for a day away from business agendas. "When there are no presentations, no stands, no agenda, the conversations are different – more honest and more direct," he recalls. That setting quickly shows who is invested in the shared outcome.

He caps his view with a concise principle: "The strongest partnerships are built by people who want each other to succeed because they know success is shared."

The SOFTSWISS Mindset

Asked what he hopes people see when they look at SOFTSWISS, Barrichello points to genuine care for others’ success behind the scenes. Technology and expertise are important, but he emphasizes that relationships are human. "There is always someone willing to go the extra mile, solve a problem, or find a better way forward," he says, adding that this mindset builds the trust needed for long-term success in iGaming.