Home In-DepthAnalysis Martin Collins, Soft2Bet: Interview

Martin Collins, Soft2Bet: Interview

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We are pleased to welcome Martin Collins, the Chief Business Development officer at Soft2Bet to iGaming Talks this week.

Martin will discuss Soft2Bet’s role as a leading supplier to the iGaming Industry, highlighting its primary goals, recent accomplishments, and prospects for the year 2024. Learn how Soft2Bet uses its B2C expertise to maximize their profits. Explore their engaging content and discover their new innovative solution, the Motivational Engineering Game Application (MEGA).




The Gamblest: Soft2Bet has established itself as a prominent player in the iGaming industry. Could you provide some key highlights from the past year that have contributed to Soft2Bet’s growth and success?

Martin : In the last 12 months, we have had many highlights. Among the highlights would be obtaining licenses in key jurisdictions. We are licensed in Italy and Greece, and we have regulated activity in Denmark and Sweden. We have a license in Ontario Canada and we are actively seeking the same licence in New Jersey. This is a critical jurisdiction in the US.

In terms of commercial growth in 2023, it was another strong year. Betinia is our top brand in Denmark, Sweden and Norway. It has grown exponentially, as it recorded a +65% rise in GGR, +70% increase in ARPU and players’ screentime.

In addition, we opened a new space in Malta and signed many new B2B agreements. We continue to develop the affiliate, payment and gaming components which complement our platform services.




The Gamblest: As a company with a successful background in the industry, what do players want and what is the psychology behind consumers’ desire for personalised solutions?

Martin : Soft2Bet has a wealth of knowledge derived from its B2C business, which was the origin of the company. We have gained valuable insights and expertise from our work, which has helped us understand the needs of players and operators as we grow.

The desire of consumers for personalized solutions is a result of the customisation and use by users. Players who see their dashboards reflect their habits and preferences will engage with brands more often and connect to them. We have discovered this through our research and that is why we are so focused on these features.




The Gamblest: In your opinion Martin, how can you boost personalization to fuel ongoing innovation effectively? And, how does applying this strategy in the iGaming industry help break free from the common one-size-fits-all approach in many B2B product offerings?

Martin H. The industry often mentions personalisation as a necessity, yet very few iGaming providers offer it as part of the product offering. Soft2Bet’s gamification and personalisation solution, MEGA (Motivational Engineering Gaming App), has been a key focus for Soft2Bet.

Our corporate growth strategy places innovation at the center of its business. The MEGA Solution is an example of that approach. It allows us to differentiate ourselves and B2B partner products through gamification.




The Gamblest: What strategies does Soft2Bet employ to leverage its B2C background in understanding the needs of its B2B partners, and how does this insight influence the company’s approach to meeting those priorities effectively?

Martin : As a B2C company, we have unique insight into the challenges and pressures of running an iGaming business that is aimed at consumers. This experience, along with all of the data it contains, has been used to create B2B solutions that perform well under any circumstances. It can relate to the daily operation or to enabling partners to launch quickly with a quick roll-out.




The Gamblest: Why is it important for sports betting and casino platforms to focus on creating engaging gamification content tailored to their players?

Martin: This is for a variety of reasons. This is because content-led gamification increases player engagement, and therefore screen time. As our CEO UriPolavich said many times, we as an industry aren’t competing with each other to get players’ attention. Instead, we’re fighting for a piece of screentime from consumers like TikTok and Instagram.

MEGA offers social and casual features to players that do not depend on components of real-money gaming such as promotions and bonuses. It is content-driven and gamified, not promotion-driven. The use of bonuses is also limited and the country regulations regarding the maximum number of bonuses that operators may offer to their players are respected, such as in Sweden.




TheGamblest: How does incorporating gamification content relevant to sports betting and casino verticals benefit operators in terms of commercial success, regulatory compliance, and maintaining a positive reputation?

Martin By incorporating gamification into both the sports betting and casino verticals, operators can create a more diversified offering. This will allow them to maximise their returns in these key verticals.

It also allows for commercial success which is in compliance with local laws and regulations. This shows how regulatory compliance can be beneficial to business. The industry also gains from the reputational aspect.

Content-driven loyalty programs that use gamified content to drive engagement are the most effective way of communicating with players.




TheGamblest: We would be delighted to learn more about your new gamification solution, Motivational Engineering Gaming Application (MEGA), what specific features and benefits does it offer to enhance the player experience in both the sports betting and casino verticals?

Martin : While gamification isn’t new, the innovative way Soft2Bet integrated it into their iGaming products has made it truly revolutionary. With MEGA players are engaging in a big way with our product. It is a major achievement, made possible by the efficient customer journeys and onboarding that support highly-advanced Gamification features. This helps to differentiate the brand from competitors.

Betinia, Soft2Bet’s B2C Brand in Sweden and Denmark. MEGA offers a personalised and engaging ecosystem that allows players to complete missions and challenge where they can collect loyalty points that unlock levels of loyalty that allow them to earn free casino or sports betting.

The innovative products and features of these features allowed Betinia’s monthly revenue to increase significantly.

MEGA’s products and services are designed with the user in mind.

Our gamification tools are designed to maximise the performance of our iGaming services for our partners.

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