Martin Collins, Soft2Bet: “Entering the US would be a pivotal milestone in the company’s global strategy”

Martin Collins, chief business development officer at Soft2Bet, discusses the company’s US debut via Caesars, MEGA gamification, its expansion strategy and its participation in SBC Summit Americas 2025.

Exclusive interview.- Soft2Bet recently announced its plans to launch in the US through a market access agreement with Caesars Entertainment. The debut will see the company unveil an igaming brand in New Jersey.

Ahead of SBC Summit Americas 2025, Focus Gaming News spoke to Martin Collins, chief business development officer at Soft2Bet, who shared insights about the US debut, the company’s Motivational Engineering Gaming Application (MEGA), its expansion strategy, and its participation in the expo.

The SBC Summit Americas 2025 comes at the perfect time for Soft2Bet following its market-access deal with Caesars. How are you gearing up for the igaming launch in New Jersey?

March 12 marked a monumental day for Soft2Bet, as we officially announced our plans to launch in the United States, and we could not be more excited to bring our award-winning products to an incredibly important territory. Soft2Bet’s market access agreement with Caesars Entertainment is a game-changer, as the backing of one of the most reputable and established US operators provides us with the credibility and oversight to ensure new partners understand we are best-in-class and that we also meet regulatory requirements in New Jersey. 

And while we plan to unveil Soft2Bet’s newest iGaming brand in New Jersey in Summer 2025, we have already made a tremendous impact in the region thanks to the high performance of our online casino and sport brand ToonieBet in Ontario, which was recently named the Official Online Casino Partner of the NHL’s Ottawa Senators. 

As we ramp up in the US, we continue to devote extensive resources to localizing our products — particularly our cutting-edge MEGA platform, which we will offer to both online casino and sportsbook platforms – while our technical teams are collaborating closely to streamline integration, optimize platform performance, and fine-tune our customer journey to suit the preferences of New Jersey players. 

“Soft2Bet’s market access agreement with Caesars Entertainment is a game-changer.”

Martin Collins, chief business development officer at Soft2Bet.

How do you think Soft2Bet’s Motivational Engineering Gaming Application (MEGA) can change gamification in the US?

Our MEGA platform, which uses gamification to increase engagement thanks to customized player experiences, provides a vital operator alternative to outdated one-size-fits-all loyalty programs. These antiquated methods of customer acquisition and incentivization have become ineffective in a highly competitive and oversaturated market. Operators are seeking fresh ways to retain high-value players, and MEGA’s real-time customization, personalized reward systems, and dynamic engagement features offer a powerful solution. 

Equally important, MEGA strikes the right balance between generous player rewards and sustainable margins. Given that the US market is still growing and operators are exploring ways to differentiate themselves, MEGA’s advanced gamification capabilities deliver a unique competitive edge that can attract new players and keep them engaged over the long term.

What benefits have operators seen elsewhere?

In global markets where MEGA is already live, operators have seen tremendous results with high engagement and retention including: a 400% increase in screen time, 65% increase in Net Gaming Revenue (NGR), 50% increase in deposit amounts, and a 45% increase in Average Revenue Per User (ARPU). These results can be attributed to numerous factors, including:

• Differentiation: MEGA’s unique gamification mechanics and narrative-driven approach stand out in saturated markets.

• Increased LTV: Features like achievements, collectibles, and long-term goals boost player engagement and repeat visits.

• Enhanced Personalization: Segmentation and tailored rewards cater to individual player preferences, increasing satisfaction and retention.

• Flexibility: A blend of off-the-shelf and bespoke options enables operators to align the platform with their brand identity and target demographics.

• Robust Analytics: Real-time insights into player behavior allow for ongoing optimization of gamification strategies.

Collectively, these elements deepen customer loyalty and extend the player lifecycle – an invaluable asset in competitive regions, including the US. 

How significant is this expansion for Soft2Bet?

Entering the US is a pivotal milestone in Soft2Bet’s global strategy. Founded in 2016, Soft2Bet rapidly evolved from a start-up to a recognized leader in the iGaming industry. Operating under 19 licenses across 12 jurisdictions, we have been acknowledged and won awards from leading industry bodies such as SBC, EGR, SiGMA, and GGA, for our product innovations, platform capabilities, and strong leadership. While we’ve made a name for ourselves in Europe and other regulated markets, the US presents enormous opportunities for growth and innovation. Our belief is that the advanced gamification features and personalized experiences we provide can not only meet, but far exceed, the expectations of digitally native American players. Our expansion into the US is also a testament to our adaptability, as we navigate one of the most rigorously regulated gaming environments in the world.

Do you envisage more expansions in the US and the Americas as a whole?

The US is heralded as a “land of opportunity,” and with iCasino and Sports Betting, this is very much the case. At the moment, there are only 7 States with iCasino and there are some challenges in these markets, for example, limited number of licenses or high tax burden for operating. However, as with New Jersey, things can change and business viability can become more attractive very quickly.

“Our expansion into the US is also a testament to our adaptability, as we navigate one of the most rigorously regulated gaming environments in the world.”

Martin Collins, chief business development officer at Soft2Bet.

At Soft2Bet, we are constantly monitoring all potential markets, and if we believe we can drive value in a specific State or jurisdiction, we will enter. Moreover, all of our MEGA products are available from a B2B perspective, so if we identify the right partner, we can extend our footprint in the US by offering our market leading gamification.