G2E: Soft2bet affirms commitment to US market retention via its Betinia games

October 12, 2023

Its strategy includes implementing solutions that have worked well in other markets.

Online casino and sportsbook provider Soft2Bet discussed its game plan to boost US player retention during this week’s G2E in Las Vegas. The company said it plans to implement strategies throughout the US that have worked well for Soft2Bet in the European market.

Soft2bet CBO Martin Collins elaborated further on the group’s US player retention strategy and explained why setting its gaze on the US market is important to the company.

He commented, “Sportsbook retention is a really big issue for everybody and getting the maximum return on investment from your marketing spend. Particularly in the US, you're seeing problems with all of the brands getting return from the investment that they are putting in to acquire customers.

“What we have done initially in Europe but are now bringing to North America is we have created solutions in order to drive engagement and have the customer coming back to your brand again and again. We have various solutions for different types of customers by creating different data points.”

During the expo, Soft2Bet highlighted its Betinia platform, as well as five key themes tailored to potentially engage US players, including the Colossus theme.

Colossus allows players to place bets and earn internal currency in the form of coins while they are building their Colossus figure. Players can accumulate coins and are able to receive various rewards once the Colossus is fully built.

They also have the option of taking cash rewards upon completion or receiving bonus rewards that they can bring back for future bets.


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