UK Gambling Commission

John Baillie and Catharine Seddon have been reappointed by Oliver Dowden, secretary of state for digital, culture, media and sport, as commissioners of the Gambling Commission for one year from April 11, 2021 to April 10, 2022.

Baillie is a chartered accountant and a former partner of KPMG in Scotland and London. He is immediate past chair of the Accounts Commission for Scotland, the Scottish local authority watchdog and served two three-year terms.

Seddon spent 20 years as a film-maker before taking up public non-executive roles. She now sits on the Legal Services Board, where she chairs its audit and risk assurance committee and has recently joined the board of the HFEA. She is a founding member of the Health Service Products Appeal tribunal and is also a trustee for special needs charity, CPotential.

Soft2Bet

Casino and sportsbook platform provider Soft2Bet has appointed Hamza Afifi, the former head of sales for the SiGMA Group, as its PR director.

Afifi will play a key role in the promotion of the firm’s over 30 strong portfolio of operator brands, including recent launches such as the gamified sportsbook Betinia and the cabaret-inspired casino Winota.

Boris Chaikin Soft2Bet CEO, said: “A warm welcome to Hamza Afifi, who we are thrilled to name as our new PR director. Having enjoyed tremendous success at a range of highly regarded companies in our industry and beyond, Hamza will apply his impressive skills and experience to the promotion of our award-winning offering, and we are delighted to have him on board.”

Epic Risk Management

Michael Huber has joined Epic Risk Management as an advisory on US operations, enhancing the company’s responsible gambling activities in the country.

The new advisor’s primary responsibilities will see him discuss his lifelong struggle with problem gambling, beginning in his adolescence and ending in 2012, bolstering the company’s ‘lived experience’ knowledge base.

Since overcoming his gambling addiction, Huber has gone on to establish a mental performance coaching and mentoring business. He will join the team overseeing Epic’s burgeoning US operations during Problem Gambling Awareness Month.

“Michael is a very impressive and inspirational mentor and coach,” explained John Millington, vice president of US operations at Epic Risk Management.

“Epic Risk Management is a company that is built on the lived experience of gambling addiction and this underpins everything that we do in the space of harm prevention.

“Our educational programmes and training content use real-life, hard-hitting stories of gambling-harm to educate and raise awareness of the significant risk that problem-gambling creates.

“Michael will leverage his authenticity and own experience of gambling-addiction during his collegiate years and connect it with his subsequent work with high school and college athletes to help convey these vital messages in a powerful and informed way.

“Ultimately, at Epic we want to make as many at-risk groups as possible aware of the potentially destructive financial implications and health issues that out-of-control gambling can cause. To have someone of Michael’s stature, background, and own lived experience bringing this message to life, will only enhance the work that we passionately believe saves lives.”

Gamesys Group

Online gaming operator Gamesys has announced that Tina Southall, chief people officer, will join the group’s board of directors as an executive director with effect.

The company says that the appointment of Southall, who joined the company in March 2014 to establish and lead a new people team, signals further recognition of its “commitment and priority” to all colleagues.

“I am delighted to welcome Tina to the Gamesys board. She has been at the heart of establishing the Gamesys values, our ‘DNA’ and a highly successful new way of working for the company during the current pandemic,” noted Neil Goulden, non-executive chair at Gamesys Group.

“I am confident that Tina will continue to evolve our culture as we face the future, bringing valuable insight and new perspectives to the Board.”

The post Part 60 | On the move: Recruitment round-up appeared first on CasinoBeats.

Soft2Bet

Peter Christian Noer has been appointed as the regional manager for the Nordic markets at casino and sportsbook platform provider Soft2Bet.

The appointment follows what is praised as “an impressive spell” as the company’s country manager for Sweden, with new responsibilities to include helping Soft2Bet continue to grow its footprint in the key territories of Sweden, Norway and Finland. 

Boris Chaikin, CEO at Soft2Bet, said: “We are delighted to announce the appointment of Peter Christian Noer as our regional manager for the Nordic markets, which remain a key area of focus for us as we maintain the expansion of our international reach.

“Having performed impressively as our country manager for Sweden, we have no doubt that Peter will continue to play a key role in helping us succeed in the Nordic territories and beyond.”

Galaxy Gaming

Galaxy Gaming, the developer and distributor of casino table games and technology, has announced that Paul Omohundro has joined the company in the position of vice president of business development.

In the position, Omohundro will be responsible for expanding the company’s business through exploring new markets and discovering innovative products and services to further provide value to casino clients.

Todd Cravens, Galaxy Gaming president and CEO, noted: “Paul’s addition to our team will focus on new markets and new products. These new markets include land-based casinos as well as igaming, the fastest growing part of our business. We have a number of new product and market opportunities, and Paul will drive these to commercial success.”

MGA Games

MGA Games has announced the addition of four new members to its staff roster, each of which is charged with aiding the company its growth and developmental strategies.

The additions come from the MGA Games Academy, which the online casino developer says “was born to promote and attract talent to the gaming sector and is meeting all expectations”.

Joan Sanahuja, founder and CEO of MGA Games, stated: “We continue to grow in every way. We are expanding into new markets, creating new products, and also recruiting more staff.

“We are proud to think that we have the opportunity to employ, empower and retain talent, undoubtedly a valuable resource and one of the main assets of our company.

Salsa Technology

Josh Tromans-Jones has been recruited by Salsa Technology as chief technology officer, where he will be charged with building on the business’ expansion drive.

Key responsibilities for the company will focus on continuing the development of the proprietary platform, delivering the roadmap and leading the business’ expansion into regulated markets from a technology perspective. Tromans-Jones will be based in Spain.

Peter Nolte, Salsa Technology’s CEO, commented: “Josh is a superb addition to our Salsa team as he brings a wealth of experience of various regulated markets, both inside of Europe and out.

“He will play a vital role in maintaining our position as an industry leader and delivering on our roadmap. It is vital that we continue to have the technology to meet these changing requirements of the industry quickly and efficiently.”

Better Collective

Better Collective has strengthened its team after naming Anders Crillesen as its new head of PR & communications.

In his new role, he will take responsibility for overseeing the company’s global corporate and product communication strategy, with an aim of enhancing Better Collective’s communication initiatives toward responsible gambling.

Crillesen said: “I’m thrilled to join Better Collective and become part of its innovative company culture. Better Collective has been on a fantastic journey since the company was founded in 2004 and is strongly positioned globally following a targeted acquisition and internationalisation strategy.

“I look forward to leveraging my PR and corporate communications experience in an entirely new context, to support Better Collective’s continued growth and build visibility around its responsible gambling initiatives.”

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YGAM

The Young Gamers and Gamblers Education Trust has announced the appointment of four student employees to continue its ongoing university engagement programme.

The charity employs students in living wage part-time jobs to deliver awareness campaigns to their contemporaries at university about the risks associated with gaming and gambling.

The new salaried positions are student design manager, student user experience manager, student research manager, and student journalism manager.

These roles will focus their activities on campaigns targeting universities during the coming year, this includes the launch of the new Student Hub website.

Pete Woodward, YGAM’s head of delivery for university and student engagement, stated: “It’s incredibly important for the team at YGAM to have students working with us. They understand the current context of life in higher-education and our organisation reaps the benefits every day of producing resources for students, by students.”

DraftKings

DraftKings has confirmed the appointment of Jocelyn Moore and Valerie Mosley to the company’s board of directors effective immediately.

The pair will fill two newly created on the board, which will now consists of 15 members, and follows the group’s recent announcement that Michael Jordan will serve as a special advisor.

“I am very much looking forward to working closely with both Valerie and Jocelyn as we continue to grow DraftKings,” said Jason Robins, DraftKings co-founder, CEO and chairman of the board. “They each bring a unique skill set that will complement those of our existing members while simultaneously bringing new perspectives and ideas to the table.”

Tropicana Atlantic City

Caesars Entertainment has unveiled Jacqueline Grace as senior vice president and general manager for Tropicana Atlantic City, one of four resorts the company owns and operates in the local gaming market.

The appointment is pending regulatory approval, and will see Grace bring more than 20 years of experience within the financial and gaming industries to the Atlantic City market, most recently having served as vice president and assistant general manager at Caesars’ Horseshoe Baltimore property.

“I started my gaming career in Atlantic City and I’m thrilled to return and join one of the top destinations in the market,” commented Grace. “This is an exciting time for our company, and I’m looking forward to working with the team to further position Tropicana for continued growth and success.

“As I watched our company evolve into the new Caesars Entertainment, I was impressed by the Carano family’s mantra of ‘family-style service’ and their commitment to establishing a workplace culture that emphasises engagement, while empowering team members to deliver exceptional service to our customers. I look forward to continuing this leadership style at Tropicana and I’m excited to work with the exceptional team there.

Soft2Bet

Casino and sportsbook platform provider Soft2Bet has hired Max Portelli as its new chief financial officer, bringing years of experience in accounting and auditing roles.

Portelli began his career with KPMG Malta before becoming the financial reporting accountant for the airline of the Maltese islands. Prior to joining Soft2bet, he spent more than five years working as CFO for payment services provider Entercash.

Boris Chaikin, Soft2Bet CEO, commented:“We are thrilled to name Max Portelli as our new Chief Financial Officer, and have no doubt that he will be a fantastic asset for our company going forward.

“Max’s extensive experience and skills speak for themselves, and on behalf of the entire team I’d like to welcome him warmly into the Soft2Bet family.”

Champion Sports

Champions Sports has named Simon Noble as head of sportsbook product, bringing a wealth of knowledge built up during a 20-year career in roles at Pinnacle Sports, Intertops, Full Tilt Poker and The Workshop

In the role, Noble will be responsible for defining, articulating and executing the product vision to deliver “best in class solutions” with the aim of increasing market share and driving growth.

Mark Robson, CEO of Champions Sports, said: “I am thrilled to welcome Simon to the team and for Champions Sports to leverage his incredible skills and unique understanding of the industry.

“These are challenging and uncertain times for sports betting operators and Simon’s experience will prove vital in helping our partners adapt and capitalise.”

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Scientific Games

US gaming tech firm Scientific Games has confirmed that Michael Eklund will become chief financial officer on June 1, 2020, replacing current CFO Michael Quartieri.

Quartieri will remain full time with the company until June 30, 2020, and will subsequently serve in a consulting role through to December 31, 2020.

Eklund spent more than 20 years at Dell Technologies in both financial and operational roles, including leading the value creation and integration function for the $67bn Dell-EMC combination and serving as CFO of Dell’s $40bn-plus Client Solutions Business Unit and Global Operations organisation.

Barry Cottle, Scientific Games CEO, explained: “Mike Quartieri has done an outstanding job over the last four years building a world class financial team, revitalising our financial management and refinancing our debt. The board of directors and I are very grateful for Mike’s constant dedication to the success of the company and its people.

“Mike now wants to move to a new industry with new challenges after many years in the gaming business. He wanted to leave earlier this year but, after the COVID-19 pandemic hit, Mike agreed to stay to help the company with that crisis.

“Mike has led our efforts to reduce our cash burn while preserving key operations, developing plans to manage through the pandemic, preparing to be an even stronger competitor as we emerge from the crisis and working with our lenders to get our credit agreement amended to provide covenant relief. With those key steps taken, we are now ready to proceed with the transition to a new CFO.”

MoneyMatrix

EveryMatrix’s global payments gateway MoneyMatrix has appointed Samoil Dolejan as the company’s new chief executive officer effective immediately.

Dolejan is to be charged with strengthening operational capacity, expanding the entity’s client portfolio, and continuing to increase an ever-growing offering of payments solutions.

As a part of EveryMatrix, MoneyMatrix is based in Malta and is a standalone financial institution regulated by MFSA. MoneyMatrix is currently handling over €100mn in monthly transactions, while successfully catering to over 60 igaming merchants.

Ebbe Groes, Group CEO of EveryMatrix, comments: “I am delighted to have Samoil on board as the CEO of our payments company. Samoil’s experience with EveryMatrix gives him the competitive edge a person in this role needs to understand the operational and financial requirements of clients.

“Over the years, Samoil has become a trusted stakeholder in the company, and I do not doubt that he can keep MoneyMatrix on the path of prosperity and success. He can run the long marathon, not take the easy route, and still achieve his ambitions, which proves he’s the right man for this job.”

Soft2Bet

Casino and sportsbook operator group Soft2Bet has bolstered its operational capabilities after naming Inesa Glazaite as new head of B2B sales, bringing experience from previous senior positions at Omnitel, Sergel Group and most recently NetRefer.

Glazaite’s responsibilities now entail promoting Soft2Bet’s burgeoning B2B offering, featuring products such as Fezbet, a platform boasting 3000 casino games from over 35 providers alongside a variety of sports betting options.

Soft2Bet CEO Boris Chaikin commented on the new hire: “Inesa brings years of impressive commercial experience and an exemplary professional skillset, so we are delighted to welcome her into the Soft2Bet family.

“We have no doubt that Soft2Bet’s cutting-edge B2B portfolio will continue to go from strength to strength under Inesa’s leadership, with a host of exciting launches and major agreements in the pipeline for 2020.”

Quanta

Isle of Man based blockchain lottery operator Quanta has unveiled the appointment of Stelios Michaelides as the group’s new chief compliance officer.

Bringing in excess of 40 years of managerial experience, in which he has ensured optimal financial and business operations across diverse geographies and sectors, Michaelides has been described by his new employers as a strategic thinker that is both internationally-minded and versatile.

Harmen Brenninkmeijer, Quanta’s CEO, stated: “Stelios has sound judgment and ability to identify and resolve complex issues in a dynamic environment. I am confident that he will further Quanta’s ability to successfully navigate the ever-changing business and regulatory landscapes.”

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Data released on April 16 by the New Jersey Department of Gaming Enforcement (NJDGE) showed that total gambling revenue reached $546.1 million. This represented a 3.7% increase over March 2024 and was 12.6% above the previous month.

The most significant driver was iGaming, which rose 23.7% year-over-year. Despite that increase, it marked just the fourth time iGaming has generated the most gambling revenue in New Jersey in a single month.

Revenue from online and retail sportsbooks dropped 20.5% year-over-year to $71.3 million, as a lack of upsets in March Madness led to bettor-friendly outcomes. This was also down from February’s total of $73.6 million.

As for handle, $1.11 billion was spent across online and retail, reflecting a 16.5% decrease from last year. 

FanDuel Tops New Jersey Sportsbooks in March

There are 14 active online sportsbooks in New Jersey, down from 27 in 2018.

FanDuel reported the largest March revenue at $23.4 million, below February’s $33.9 million. At $110.4 million, FanDuel also has the highest year-to-date revenue.

DraftKings generated $19.9 million in March, down approximately $400,000 from the previous month. BetMGM was a distant third in revenue at $8 million, followed by Fanatics Sportsbook ($4.4 million), Caesars ($3.2 million), and bet365 ($2.8 million).

Meanwhile, Meadowlands ($2 million) topped all retail sportsbooks. Monmouth Park ($432,393) was second. 

Online betting took in $1.06 billion in wagers, while retail sportsbooks collected $44.4 million in wagers.

A few factors may have contributed to the decline in revenue, such as the lack of upsets in the NCAA Tournament. The men’s tournament saw all four No. 1 seeds reach the Final Four for the first time since 2008 and just the second time ever.

iGaming Remains the Key Growth Driver

FanDuel and Golden Nugget Atlantic City were the top performers in iGaming, with their $52.3 million revenue, which represents a 25.7% year-over-year increase.

Close behind were DraftKings and Resorts Casino Hotel, up 20.3% year-over-year to $49.6 million.

Next were BetMGM and Borgata, at $31.6 million, followed by Borgata’s own platform, at $22.4 million. Caesars and Tropicana Atlantic rounded out the top five, at $15.7 million.

In total, $241.3 million came from “other authorized games,” such as online slots. The remaining $2.6 million was attributed to online poker.

Soft2Bet to Enter NJ, Regulator Jostles With Kalshi

As iGaming totals continue to increase, New Jersey is preparing to introduce a new online gaming platform. Soft2Bet is set to arrive this summer in the Garden State, through a market agreement with Caesars Entertainment.

The state regulator is also embroiled in a legal battle with prediction markets Kalshi, which alleges that its sports event contracts are legal despite being ordered by NJ to cease and desist. 

Soft2Bet, which holds over a dozen global licenses across jurisdictions, claims its software has boosted player screen time by 400%. 

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Players can take on the role of Santa Claus in skill-based gameplay that offers personalised rewards and boosted engagement during the festive season. They guide Father Christmas through a snow-filled slope, with rewards increasing in value the more the player progresses. 

The Christmas engine is designed with the goal of driving engagement, offering daily free attempts that encourage activity and increased session time. Deposit incentives keep the momentum, with bonuses tied to key deposit milestones. 

Furthermore, the casino and sports rewards can be easily integrated into a range of brands. The gameplay dynamic is also updated daily with new maps and challenges, increasing the replayability of the offering.

Yoel Zuckerberg, CPO at Soft2Bet, commented: “The Seasonal Christmas engine is another milestone in our mission to deliver gamification tools that engage players and support operators in achieving their growth targets. 

“By building on the success of our previous MEGA engines, we’ve created a product that not only brings festive fun to players but also delivers tangible results for our partners.”

Zuckerberg stopped for a quick chat with SBC at SBC Summit Lisbon, where he touched upon the importance of personalisation when developing a product that aims to captivate the audience. 

The product in the spotlight then was Soft2Bet’s Bonus Dice gamification engine launched back in August. 

He added: “We created Bonus Dice to increase the retention of players. We can see from our brands that our customers are striving for gamification and to increase the player lifetime value so we created these mechanics for our B2C and B2B partners.

“Additional mechanics are on our roadmap and I think it’s very important to mention that the future of these kinds of gamification products would likely have the customers playing against each other, peer-to-peer. That’s the next generation of gamification and something that Soft2Bet is building.”

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On Monday 9th December at 2pm, Collins will host a special SBC Webinar, which will see a panel of industry experts discussing the future of player engagement and retention, and how improved UX can drive performance. Ahead of the session, he shared some of his thoughts on the major challenges operators face as they try to adapt to the ever more advanced technology that consumers have in their hands. 

SBC: What sort of UX issues are you seeing in the industry as device technology becomes more advanced and consumers become more accustomed to slicker online experiences?

Martin Collins: Mobile gaming has become the norm, raising the bar for user expectations. Operators face a unique challenge, not only competing with each other but also with countless online distractions such as social media and streaming platforms. This makes intuitive, streamlined UX more critical than ever.

Outdated designs no longer capture attention, while personalised experiences based on user behaviour have proven to drive engagement and loyalty. By focusing on easy onboarding, clear navigation, and thoughtful multi-brand strategies, operators can provide players with a seamless and enjoyable experience across platforms. It’s about creating connections that last.

SBC: How do these problems impact operators’ ability to engage and retain players in what is an increasingly competitive landscape?

MC: Operators face significant challenges in engaging and retaining players as competition for user attention intensifies. With limited time for entertainment, users gravitate toward rewarding and worthwhile experiences. While operators can use motivational tools to create feedback loops and drive engagement, they’re competing with everything from eCommerce platforms to social media for that same screen time.

Brands that fail to adapt to evolving expectations risk losing their audience entirely. Sticking to outdated methods not only drives players away but also eliminates the chance to rebuild trust and build lasting relationships. Staying relevant requires innovation, personalisation, and a commitment to meeting players where they are.

SBC: Are there cost-effective ways to combat these issues?

MC: One of the most cost-effective strategies is to focus on player retention. Encouraging players to return is much more efficient than constantly trying to acquire new ones. Motivational engineering can help create engaging feedback loops that keep players interested over time.

Simple and intuitive UX and UI design are essential. When players find it easy to use and enjoyable, they’re much more likely to keep coming back. The goal is to improve engagement at every stage while keeping costs low. Those interested can join the webinar on December 9th, where we’ll talk more about how these strategies drive real results and create better experiences for players. (Register here)

SBC: What sort of results have you seen from the implementation of gamification solutions?

MC: The implementation of gamification solutions has delivered impressive results, particularly when paired with a strong UX. These features maximize customer engagement, retention, and overall activity, driving significant value for operators.

For example, MEGA has seen a 65% increase in NGR, a 45% increase in ARPU, and a fourfold rise in screentime. Deposit-related metrics have also improved, with a 50% rise in deposit amounts and a 30% increase in deposit frequency.

Mobile apps have been a key driver of this growth. Around 75% of customers now play through native apps, which generate five times more GGR than desktop or mobile web users. Personalization and interaction are at the heart of this success, as seen with CampoBet Denmark, where more than half of players use the iOS and Android apps. 

These trends are mirrored across other brands like Betinia, underscoring the critical role native apps play in boosting revenue and player engagement.

——————————————————————————–

The Reimagining Engagement: Retain, Engage and Protect the Modern Player webinar takes place at 11am GMT on Monday 9th December, when Martin Collins will be joined by Graeme Powrie (Chief Commercial Officer, EEZE), Christian Melin (Chief Product Officer, Blixx Gaming) and Alexis Wicen (CEO, Scatters Group).Register here to watch live, or on-demand at a later date.

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Earlier this year, Poliavich launched the Soft2Bet Invest iGaming Innovation Fund in order to underline the company’s ‘spirit of entrepreneurship’.

“We were all at the beginning of our journey once,” Poliavich told guests at the Gala Dinner, “and that is why we launched Soft2Bet Invest: only startups can energise an industry that is demanding growth and innovation.”

The €50m fund, which will invest in amounts between €500,000 and €1m per project, aims to reach across the corporate spectrum and is open to growth-stage and/or mature companies. Areas of particular interest include casual gaming, AI, traffic differentiators or behavioural-UX analytics as well as high-margin gaming software solutions that achieve strong profitability and scalability. 

Oksana Tsyhankova, Chief Marketing Officer at Soft2Bet, added: “Today more than ever the entrepreneurial spirit needs support and to be believed in and as we bring together more than 300 of our partners, we celebrate innovation, visionary thinking and new perspectives on the industry.”

The comments were made during Soft2Bet’s Royal Gala Dinner in Hungary’s Museum of National Arts, with 300 guests around the globe entertained by the singer Imany and well-known DJ Hugel. This was then followed up the next day with a Royal Garden Party at the Botaniq Castle of Tura.

Soft2Bet Invest is also helping start-ups play a large part at next week’s SBC Summit (24-26 September) which has its own dedicated area for industry start-ups in the Start-Up Sphere and the First Pitch competition where companies attempt to impress expert judges to win a growth package worth €60,000.  

Soft2Bet Invest is the headline sponsor of the First Pitch competition, which is being held on Tuesday, September 24 at 16:15 on the Leaders Stage at SBC Summit.

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Bonus Dice presents a Monopoly-style board game that will be available to the partnered casino’s users, in which players can claim different types of bonuses depending on their wagering levels in an aim to “generate strong levels of retention and engagement”. 

To achieve this, prizes will become enhanced when players remain active in the casino, offering additional bonuses with operators able to provide free game rounds on deposit, after a certain amount is wagered or when a player’s balance dips below a set amount.

Yoel Zuckerberg, CPO at Soft2Bet, commented: “Our new Bonus Dice engine is a game-changer for the igaming industry, revolutionising how gamification drives player engagement. By seamlessly blending entertainment with strategic rewards, we’re not just increasing retention, but also redefining how operators can boost player lifetime value and enhance their overall experience.”

When wagering on a casino with the supplier’s latest MEGA innovation implemented, players will earn dice which can then be used to claim rewards.

Players can see the type of rewards they’re almost able to claim, but will not see the exact value of the reward – said to allow for “better segmentation”. 

“This innovation opens up new possibilities for personalised, dynamic interaction in online casinos,” added Zuckerberg.

Having already implemented Bonus Dice into an unnamed online casino, the bonus system proved fruitful, leading to a 65% engagement rate for active users, 21% increase in GGR, 64% increase in active player days and 34% increase in bets following a month of implementation.

Bonus Dice is able to be re-skinned to match any of Soft2Bet’s partners’ branding, with operators also able to tailor the player experience to their specific needs with full control over the types and values of rewards.

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Regulated markets are integral to the growth of igaming, but it is fair to say that as an industry we are not shy in complaining about the costs, restrictions or other compliance requirements that those regulations impose on us as operators, suppliers or affiliates. Indeed, depending on the jurisdictions, such as in some North American states, licensing can be required of all stakeholders and not just operators, as is the case in many European countries.    

One aspect of regulation that is clear and brooks no argument is that it raises the operating and business costs of igaming companies. That applies to day-to-day activities as it does to marketing and promotional budgets, with media channels keen to maximise revenues from an industry that relies heavily on marketing to attract customers.    

Regulatory benefit

But although the costs of running an igaming business rise with regulation, it should also be noted that being able to advertise on mainstream media platforms or sponsor sports teams is one of the benefits of being regulated. Indeed, all those elements could be described as being both the prize and price of regulation. Dubious wordplays aside, changing regulations and adapting to them is another feature that is characteristic of our industry.

The leading igaming firms do this by harnessing the power of technology in all its forms. From the earliest live casino offerings to the latest generative AI or streaming platforms, the online gambling industry has often been a pioneer in leveraging these tools to launch new product formats and reach new audiences.    

Data Harvest 

Along with these technologies, another way we adapt to changing regulations is by analysing the business intelligence (BI) reports and the vast data sets that we generate as operators and suppliers and tailoring our product portfolios to the data. 

This can be done in (seemingly) very simple ways, such as the tone of voice or language that should be used in an automated email reply, but it can also be more sophisticated. For example, it can target specific demographics or player cohorts that have shown a propensity to bet on specific games during certain time windows; or change the product offering according to the length of time they have been account holders with our brands.  

All these initiatives are about paying attention to detail, addressing and engaging with customers at a personal level as this connects with their preference and habits. Importantly, this approach yields results for Soft2Bet, as our players identify with customised product offerings that are highly relevant to them.        

MEGA product focus 

Another way to optimise revenues in highly competitive regulated markets is by offering truly unique products that enable our partners to stand out from the competition. We are pleased to say that we have achieved this with Motivational Engineering Gaming Application (MEGA), the leading gamification solution in the igaming industry. 

MEGA is a product suite that drives engagement, interaction and revenues for our partners thanks to highly innovative gamified content. This focus on gamification is particularly relevant to regulated markets as it enables our partners to interact with their players without having to resort to bonuses. 

This means costs are reduced when it comes to marketing budgets, and from a reputational perspective it also shows that we engage with customers through content, rather than just through promotions or free bets. Meanwhile in markets such as Sweden, where regulations on bonuses are strict (only one welcome bonus is allowed to new customers), MEGA has enabled our Scandinavian brands Betinia and recently-launched Campobet to grow significantly in the past year. 

Igaming growth 

Speaking of results, the visuals below demonstrate some of the key growth metrics we have achieved in Denmark and Sweden with those two brands.

The impact gamification has had on Betinia can also be seen from the visual below detailing the positive effect MEGA has had on the levels of engagement, GGR and ARPU it has generated for Betinia. 

This approach is replicated in Romania, where regulations require all games providers to be licensed, with our brand Don.ro, which has grown strongly since going live at the end of last year. This has been made possible by the MEGA gamification content that engages with players. 

Every company uses different strategic roadmaps to achieve its targets, but when it comes to dealing with regulatory costs and the business pressures they create, gamified content has been a major factor in enabling Soft2Bet to not only manage compliance requirements, but also grow significantly in markets where some of our competitors have not been able to handle these demanding regulations.

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