Soft2Bet G2E Preview: Stateside expansion

What are you looking forward  to most at this year’s G2E?  

This is a very interesting year for us at G2E, as it marks one year since we at Soft2Bet officially launched in the US. One year on, we now have the opportunity to gauge how our brand perception may have changed stateside and reflect on how much progress we have made in that time period. What does the market really know us for? What else can we deliver going forward? We’re looking forward to answering those questions when we meet up with our partners in person  and look at how we can continue to  grow our North American footprint.  

What do you believe are the benefits of G2E for businesses?

With last year’s show attendance being around 25,000, the conference presents  a fantastic opportunity for us to meet with many relevant people who can help us with our business. G2E is very much the home of North American gaming. For us at Soft2Bet specifically, we’re in a phase of rapid expansion. In March, we received registration to operate in Ontario with our Tooniebet brand – and that’s just the beginning. We are now in the process of gaining license approval in New Jersey and G2E provides the perfect stage for us to boost our reputation in light of those expansion plans.  

Your MEGA gamification solution has been a big development for Soft2Bet this year – will you be bringing this product to the exhibition?  

I think our Motivational Engineering Gaming Application (MEGA) ties in perfectly with what we are trying to offer in the region. Bonuses and promotion costs in regulated markets have become a significant pain point for operators; especially in North America with its regulatory landscape. We will put a lot of emphasis on our MEGA engines at G2E, as these provide a solution to a problem every North American operator is facing currently. Our gamification engine has the potential to completely transform the industry, making it highly relevant for the  region. We have many new features for MEGA,  including innovative mechanics, a centralized game centre for operators to control the entire operation, A/B testing capabilities and audience segmentation based on data. We cannot wait to discuss these updates at the show.  

What other products are you excited to bring to G2E this year?  

Our turnkey solution is like no other, and with MEGA to complement it, our offering is even stronger. 

At G2E, we’ll be showcasing our platform’s technical power, but we’ll also look out for startups in need of funding through our new Soft2Bet Invest initiative. Soft2Bet Invest is a really exciting project that goes  hand in hand with our experience. We’re targeting competitive iGaming and casual gaming start-ups, and we’re ready to help them grow and innovate.  

If you are to return for G2E 2025 – how would you hope to reflect on the year?  

We want to come back next year with more licenses in North America; and this year’s show could be a crucial starting point for that. By 2025, we want to be live with more partners and will also have launched new MEGA gamification mechanics by then. 

You can also expect to see more start-ups being funded, and we are hoping to expand our team so that it will be bigger and happier than ever before. As we continue to grow at this pace, expect us to return with even more ambitious plans next year.  

North America represents a busy marketplace. What are your plans in the region for  the rest of the year?  

In Q1 2025, we plan to launch our very own B2C brand in New Jersey. This marks  our first foray into the US market, backed  up with our launch of Tooniebet in Ontario. There is no doubt the market is challenging, but it is a risk worth taking. With our innovative and powerful offering, we believe we can be at the front of the second wave of US iGaming and drive profitable and sustainable revenue  in North America.

Will Underwood

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