Exclusive Q&A: Soft2Bet’s ToonieBet partners with the Ottawa Senators

The organization’s Canadian-based subsidiary ToonieBet has become the Senators’ Official Online Casino Partner.

Soft2Bet’s online casino brand ToonieBet has become the new Official Online Casino Partner of the NHL’s Ottawa Senators, following a deal which will see the pair undertake a number of engagement activities.  

As part of this new deal, ToonieBet will engage in a number of social contests and promotions, with in-arena and broadcast branding also set to be featured over 32 separate home and away games. Further, ToonieBet’s branding is set to be displayed via the in-rink board signage for home games at the Canadian Tire Centre in Kanata.  

Speaking on the collaboration, Martin Ballard, VP Corporate Partnerships, Ottawa Senators said, “We are thrilled to welcome ToonieBet as an Official partner of the Ottawa Senators. Cooperating with a brand that shares our commitment to providing fans with an exceptional and trusted experience is incredibly exciting. Together, we look forward to delivering memorable moments and engaging our passionate fanbase in new and innovative ways.” 

Indeed, this development comes following a phase of North American expansion for Soft2Bet. Following the news, Gaming America spoke exclusively with Oksana Tsyhankova, Soft2Bet CMO, who takes an exclusive deep dive into this latest collaborative effort.  

Following the announcement of your partnership with the NHL’s Ottawa Senators, can you tell us a little bit about how the collaboration came about and what it will entail?   

The Ottawa Senators were a conscious choice as a partner for ToonieBet as Soft2Bet always looks to align with the best and strongest. This partnership is gaining attention due to the excitement in the city around this talented young team securing a playoff spot in the NHL Playoffs! With ToonieBet as the Ottawa Senators’ new Official Online Casino Partner, we aim to introduce a great mix of brand awareness and digital assets to engage with their passionate fans. Senator fans will see the ToonieBet logo on the in-game virtual signage through broadcast, in the team’s social campaigns, and throughout their digital properties in the Canadian Tire Centre. Additionally, thanks to Soft2Bet’s localization and engagement strategies, ToonieBet players throughout Ontario can now all enjoy the new experience. Soft2Bet’s proven strategies have resulted in amazing success in other markets such as Denmark, Sweden and Romania, where our brands have demonstrated huge results in customer acquisition.     

How does Soft2Bet reflect on its initial period in both the Ontarian and North American market following an additional recent launch in New Jersey? 

Everyone at Soft2Bet is thrilled with our initial success since launching ToonieBet in Ontario last March. Our growth in this market is driven by the commitment and expertise of our compliance, product and marketing teams, along with our strict adherence to the standards set by the Alcohol and Gaming Commission of Ontario (AGCO). Soft2Bet, being a company with a portfolio of 19 global licenses, has a proven history of success and innovation. The North American market is an integral part of Soft2Bet’s growth strategy.  Last month, Soft2Bet announced our plans to bring our products and services to New Jersey, a market we are targeting for this summer, which will mark our Official entry into the United States. Similar to ToonieBet in Ontario, our launch in New Jersey will include the US debut of our Motivational Engineering Gaming Application (MEGA) product and unveiling a new iGaming brand for fans in the Garden State. Overall, Soft2Bet is focused on redefining and transforming gamification and providing players in North America with a gaming experience they have never seen before. 

In what way do you think that partnering with sports teams can enhance an online casino’s brand in the North American market?

The Ottawa Senators have a long history and have had a significant impact on both Ottawa and the entire region. Soft2Bet’s partnership is a great way for ToonieBet to tap into the Senators’ passionate and loyal fanbase and drive player engagement. As we look to align with prominent brands, partnering with sports teams like the Ottawa Senators builds our trust, reputation and credibility as we continue to expand in regulated gaming markets such as Ontario. We know sports fans are passionate and, certainly, the Senators have built a passionate community throughout Ottawa that provides us with an opportunity to be more visible to hockey fans, engage with new players and offer them unique experiences they will not find anywhere else. Ultimately, this partnership is a testament to Soft2Bet’s strong plans and reputation in the Ontario market. 

How do you hope this partnership will influence your market trajectory?   

We’re extremely proud of our strong performance in the Ontario market, recording a 45% rise in retained players and placing ToonieBet among the top 20 apps (category Games Casino) from the start locally. We believe our new partnership with the Ottawa Senators will allow more players to access our award-winning products and platform and continue to fuel our growth in the Ontario market.   

What can you tell us about any additional future plans for ToonieBet in the Ontario market?

First and foremost, Soft2Bet continues to focus on providing all our players throughout Ontario with an incredible gaming experience centered on Soft2Bet’s expertise in localization and customization. Soft2Bet has always been a company that has looked to create generational and innovative products to revolutionize the gaming industry. We plan to continue to lean on our global expertise and success across several highly regulated markets to drive our continued growth with ToonieBet in Ontario. The reality is, we feel like we are just scratching the surface on what is possible in Ontario, as we are only one year in since launching Tooniebet. We look forward to expanding our presence in Ontario with new and exciting partnerships that will stand out in a crowded marketplace, similar to our partnership with the Ottawa Senators. 

Will Underwood

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