Martin Collins, Soft2Bet: “As with all of our offerings, personalisation is central”
Martin Collins, chief business development officer at Soft2Bet, spoke to Focus Gaming News about the company’s participation at iGB L!VE.
Exclusive interview.- Martin Collins, chief business development officer at Soft2Bet, spoke to Focus Gaming News ahead of iGB L!VE, on July 2-3, in London. He shared his expectations about the expo, the products the company is planning to showcase and the challenges for the upcoming months.
He also gave details about Soft2Bet’s launch in the US and the feedback ToonieBet’s sportsbook debut received in Ontario.
What does Soft2Bet expect from iGB L!VE?
iGB L!VE is a prime opportunity to demonstrate how our turnkey solutions and data-driven tools perform in a live setting. It’s an ideal moment to highlight Soft2Bet’s Player Account Management system, integrated sportsbook, and MEGA, Soft2Bet‘s engagement engine designed to drive retention through smart, actionable features.
Over the past year, we’ve delivered strong performance across core markets like the Nordics, Europe, and Ontario. Soft2Bet’s focus remains fixed on measurable outcomes: better conversion, deeper engagement, and sustained retention. What sets us apart is how we embed brand-specific features directly into the user journey, increasing lifetime value while building authentic, long-term relationships that go beyond transactions.
I’m also looking forward to joining the panel “What VCs Look for in igaming Start-Ups” on 1 July at 10:30 am. I’ll be drawing from Soft2Bet’s own journey, sharing what we’ve learned about innovation, investment, and real-world traction in a space that’s evolving fast but demanding more practical solutions than ever.
“Soft2Bet’s focus remains fixed on measurable outcomes: better conversion, deeper engagement, and sustained retention.”
Martin Collins, chief business development officer at Soft2Bet.
What products are you planning to showcase at the expo?
MEGA, an API-based standalone gamification product recognised across the industry for its innovative approach, continues to be a core part of our strategy. It helps operators improve their user retention management and maximise player value. Combined with our platform’s flexibility and strong localisation capabilities, Soft2Bet provides operators with genuine competitive advantages.
At iGB L!VE, we’re also introducing a unique opportunity: One-on-One Workshops on July 2 and 3, hosted by Nicolas Campano and Ross Main. These tailored sessions will walk attendees through MEGA (Motivational Engineering Gaming Application) and our turnkey solutions. In practical terms, the goal is to show how gamification directly contributes to higher player lifetime value, stronger ROI, and meaningful revenue growth by improving engagement where it counts.
It’s the countdown for Soft2Bet’s launch in the US with its newest iGaming brand. How is the company preparing for this milestone?
On March 12, Soft2Bet officially announced our plans to introduce a completely new product tailored specifically to local players and communities. We’re closely collaborating with our product and CRM teams to create not merely a product but a strong, locally relevant brand. Our core focus remains firmly on the customer experience, building meaningful and lasting relationships with our players.
As with all of Soft2Bet’s offerings, personalisation is central. We aim to enhance our proven ability to deliver engaging user experiences while also incorporating distinctly local features and innovative gameplay elements. The ultimate goal is to drive player loyalty and firmly establish a sustainable and trusted market presence in this new region.
What feedback did ToonieBet’s sportsbook launch receive in Ontario?
ToonieBet’s launch in Ontario has been really encouraging, especially with the support of our partnership with the Ottawa Senators. That collaboration reflects exactly what Soft2Bet is all about: local relevance and creating experiences that feel genuinely tailored. Early feedback has been strong. Players are responding well to the team-focused promotions, and it’s clear that this kind of targeted engagement is striking the right chord.
“Our core focus remains firmly on the customer experience, building meaningful and lasting relationships with our players.”
Martin Collins, chief business development officer at Soft2Bet.
Now ranked in the local App Store’s top 20, ToonieBet’s mobile app owes its rise to a relentless focus on user-first design and a friction-free interface. Our team at Soft2Bet are constantly fine-tuning the player journey to make sure everything feels seamless and intuitive, whether someone’s new to the app or a regular user.
How was the company’s experience at the SBC Leaders Summit Americas? What key topics were discussed among colleagues during the expo?
At the SBC Leaders Summit Americas, I had the opportunity to moderate the “igaming Leaders: Omnichannel Strategy for Enhanced Customer Experience” panel. We explored how integrating land-based, mobile, and desktop channels can create more cohesive and engaging journeys for players. It was a great space to discuss how personalisation and entertainment ecosystems are overtaking traditional incentives in driving player loyalty.
Being part of this event was a real highlight. It gave me the chance to share what collaboration and smart thinking look like in practice, and to spotlight two of Soft2Bet’s standout brands: ToonieBet and CampoBet Mexico. Both are built around the needs of their specific markets, using user-first design and solutions that reflect our broader strategy.
What are the company’s challenges for the next few months?
In the months ahead, we’ll continue to focus on enhancing our products and solutions. We’re preparing a series of exclusive announcements and new launches designed to connect with our local communities. While it’s too early to share specifics, every upcoming release is being shaped with the needs of our players and partners firmly in mind.
