As digital technology advances, sports betting operators face new challenges in customer retention. Players accustomed to constant interaction on social media and various entertainment platforms are now expecting similar experiences in the iGaming world. This trend has implications for operators trying to engage both younger players, familiar with streaming and gaming, and increasingly older audiences.
Deloitte's 2025 Digital Media Trends report highlights that younger audiences have begun to divide their entertainment time across a range of platforms, which fosters a preference for progress-oriented experiences.
To adapt to these evolving expectations, Yoel Zuckerberg, chief product officer at Soft2Bet, emphasizes the need for a transformation in retention strategies. Traditional VIP programs may not resonate with modern players, who are now looking for a product experience that offers progress tracking and feedback. This feedback loop provides players with reasons to return regularly.
Enter Soft2Bet’s MEGA (Motivational Engineering Gaming Application) portfolio. Launched in early 2026, MEGA offers operators a gamification solution tailored to enhance the player experience. Central to this portfolio is MEGA11, which introduces a football manager game that emphasizes squad building, competition, and player progression. This innovative approach provides engagement between betting sessions and match fixtures, allowing players to form squads, manage teams, and compete in various leagues. Players earn points through qualifying bets, which unlock bonuses on the sportsbook.
The driving force behind MEGA11 is to maintain player interest during downtimes, which often occur between matches or tournaments. As Zuckerberg explains, “MEGA11 is designed to keep football fans engaged between matchdays by combining real betting with social gameplay.” This setup offers a dual benefit: It enriches the sportsbook experience and gives players compelling reasons to revisit the platform.
As acquisition costs for new players remain high, retention becomes increasingly crucial. In iGaming, customer acquisition costs (CAC) can range from $280 to $1,400 for each new depositor, with operators aiming for a player lifetime value (LTV) of approximately three times the CAC. Within this framework, Soft2Bet employs its own analysis of CAC and LTV to measure each player’s profitability.
The statistics behind MEGA are significant, with reports indicating a 65% average increase in net gaming revenue, a 45% uptick in average revenue per user, as well as improvements in screen time, deposit amounts, and frequency.
Furthermore, the MEGA portfolio helps operators structure player journeys around individual intent. For instance, different experiences are necessary for a newly verified football bettor versus a seasoned accumulator player. MEGA incorporates tools for reward configuration, user segmentation, and difficulty levels.
Operators are also encouraged to introduce missions and tournaments that enhance player engagement without sacrificing operational efficiency. MEGA seamlessly integrates through a simple API, permitting additions to existing platforms without necessitating extensive overhauls.
Once in operation, MEGA11 provides insight into live campaign performance with its dashboards. Key metrics include cohort data and various engagement rates, allowing operators to fine-tune campaigns to better meet players' needs.
For Soft2Bet, the creation of MEGA11 aligns with its vision of enabling operators to enhance engagement strategies without replacing their existing systems. By aligning gamification efforts with player behavior, it functions as a bridge to improve session frequency and long-term player retention. MEGA11's structure allows operators to ensure that sports fans stay engaged throughout the season, not just during promotional events.
As noted by Zuckerberg, with the rising costs associated with capturing customer attention, integrating retention efforts within the product design has never been more critical. MEGA11 addresses this need, keeping players involved not only during betting but also throughout their entire sports experience.
