Soft2Bet: Gamification, product development and more

2024 has been the year of MEGA for Soft2Bet. As we move through the second half of the year, how do you reflect on its debut and hope that its development will continue?

During the year, MEGA has been a game- changer for Soft2Bet. Its debut has exceeded our expectations, in terms of player engagement which generated a positive recurring impact on our partners’ revenue streams. Key MEGA highlights:  

The launch of the MEGA concept across brands like Betinia.dk, Betinia.se, Betinia.com, Yoyocasino.se, Campobet.dk, Quickcasino.se and Don.ro has enabled Soft2Bet to cement its market position and recognition. As we move forward, our goal is to continuously innovate within MEGA, ensuring it remains a key driver of engagement and an effective tool towards sustainable revenue for us and our partners. 

You’ve also expanded in the North American market this year – most recently into Ontario – how do you feel your progress has been going on the continent?

North America remains a key focus for Soft2Bet, and our future plans reflect our commitment to this market. While sports betting is live in the majority of States, online casino is developing at a slower pace, with limited availability in a handful of states.The regulatory landscape is complex and varies from state to state. At the same time, we believe this will change as States will seek new revenue streams, and we are optimistic that more will embrace online gaming in the near future.

The US market presents long-term opportunities, especially as we continue to progress with our licensing process in New Jersey, whereby our aim is to be operational by the first quarter of 2025.This strategic entry will allow us to establish a strong presence in the US market, building on our proven success in B2C, while offering our valuable B2B solutions. We are also actively involved in discussions with stakeholders to advocate for more favorable regulations that can accelerate the growth of iGaming across the country. Our approach is not just about entering the market but also about shaping its future in collaboration with industry partners. 

As CFO, how would you describe your role regarding all  the recent innovation and product development going on at Soft2Bet?

As the person responsible for overseeing the finance function of the group, before undertaking any form of investment, it is key to sit down with all the relevant stakeholders to assess and challenge the opportunity. When undertaking the process of researching and developing innovative products, resource identification and allocation is an unavoidable challenge. This calls for a detailed development plan with an effective and efficient allocation basis to support the entire product development whilst maintaining a healthy financial position.

Numbers are key to determine which direction the group should commit itself too. One has to keep in mind the opportunity cost element. Hence, accurate data supported with the right level of assumptions and projections is a must for an informed decision.Together with my team, we work very closely with our colleagues from the product department. This allows us to forecast, allocate and minimize surprises as much as possible. As per our internal saying, no positive bottom line, no investment. All in all, innovative projects are always welcome as long as the right balance between innovation and sustainable growth is followed at all times.  

Do you expect your gamification solution, MEGA, will be subject to continuous innovation and remain a key part of the Soft2Bet experience moving forward?

Absolutely. MEGA is central to our strategy and we are committed to its continuous evolution. The iGaming industry is competitive, dynamic and player preferences evolve rapidly. Hence, it’s crucial that MEGA stays ahead of these trends. We will continue to refine and expand its features, ensuring that it offers new and engaging experiences for players.What sets MEGA apart are its unique gamification engines that bring an added layer of excitement and engagement to our casino offerings. From Avatars and Collectibles to more complex engines like City Builder and Stadium Builder, Bonus Crab, and our newly-launched Bonus Dice, each is designed to keep players entertained and coming back for more.

MEGA also offers competitive elements like Weekly and One-Time Challenges, Weekly Leagues and Tournaments, as well as innovative mini games like Bonus Shooting Range and Lucky Winner. This broad spectrum of features ensures that there’s always something fresh and exciting for players, no matter their interests or skill levels.Looking ahead, we are actively exploring expansion opportunities in both new and existing markets. As we penetrate new regulated territories like New Jersey (US), we see MEGA as a key differentiator that will help us stand out in a crowded space.Our focus is geared towards adapting and localizing these features to resonate with the preferences and regulations of each market. By doing so, MEGA will remain a cornerstone of the Soft2Bet experience, driving player retention and revenue growth for our partners. 

Can you talk us through your approach to casino gamification?

Why is gamification so important to Soft2Bet? In today’s market, gamification isn’t just a trend — it’s a game-changer. For both Soft2Bet and the broader iGaming industry, it represents the future of player engagement.Traditional loyalty programs have started to lose their edge, offering little more than basic rewards that fail to captivate high-value players. The industry urgently needs fresh approaches that go beyond these outdated methods, and that’s where gamification steps in.Gamification transforms the entire player journey into an engaging adventure, moving away from simple transactions to create dynamic, personalized experiences. Our engines are designed to give players more than just a game; they provide challenges, rewards, and interactive elements that speak directly to individual preferences.This shift not only keeps players hooked but also extends their time on our platforms, driving higher conversion rates and increased revenues in a more sustainable way.

Our focus on gamification aligns with what the market believes will shape the future of iGaming. We conducted a recent survey on LinkedIn which shows that twenty-three percent (23%) of industry professionals point to gamification as the next most critical component; outweighing even regulatory innovation and social gaming.At Soft2Bet, we recognize this shift and are leading the charge by integrating sophisticated gamification engines that drive player acquisition, retention and overall satisfaction. For us, gamification isn’t just a strategy; it’s a core philosophy that influences every aspect of our offering. It reduces the need for traditional bonuses and promotions, allowing us to build deeper connections with players while making our marketing efforts more cost-effective. Our approach ensures that every interaction is meaningful, every challenge is exciting, and every reward feels truly earned. 

How do player rewards fit into your strategy of player acquisition and retention?

Player rewards are integral to our strategy for both acquisition and retention. By offering personalized rewards that align with each player’s behavior and preferences, we create a more engaging and satisfying experience. This personalized approach helps us attract new players who are looking for more than just standard promotions.Once acquired, these players are more likely to stay engaged and loyal because they feel valued and understood. Our reward systems, powered by MEGA, are designed to evolve with the player, ensuring that the experience remains fresh and exciting over time, which is crucial for  long-term retention.

David Thompson

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