Max Portelli: “Soft2Bet enters 2026 with strong momentum”

In an exclusive interview, Max Portelli, CFO of Soft2Bet, reflects on the company’s strategic goals at ICE Barcelona 2026, the evolution of its MEGA gamification platform, key partnerships across Europe, and how innovation, localisation and safer play are shaping Soft2Bet’s roadmap for the year ahead.

Exclusive interview.- Soft2Bet entered 2026 with strong momentum, combining platform innovation, strategic partnerships and high-profile brand moves to reinforce its position across regulated markets. In this exclusive interview with Focus Gaming News, Max Portelli, CFO of Soft2Bet, reflects on the group’s objectives and outcomes at ICE Barcelona 2026, the evolution of its MEGA gamification platform, and how recent partnerships and launches are shaping Soft2Bet’s competitive strategy across Europe and beyond.

Soft2Bet exhibited at ICE Barcelona 2026. What strategic objectives did you set for the 2026 edition?

We viewed ICE Barcelona 2026 as a key platform for us to strengthen Soft2Bet’s positioning as a premium turnkey and gamification-led partner across both casino and sportsbook verticals in various markets, globally. We were able to showcase our flagship B2B igaming platform MEGA’s latest capabilities, including new engines, and demonstrate how our platform supports faster launches, reliable operations and a seamless player journey at scale, with compliance and a safer player experience built in as standard.

It was also an opportunity to spend meaningful time with existing partners, align on 2026 roadmaps and explore new possibilities with existing and new tier-one suppliers. We left Barcelona with clear delivery plans, stronger commercial alignment and deeper cooperation, grounded in consistent compliance and safer play across various markets.

“We left Barcelona with clear delivery plans, stronger commercial alignment and deeper cooperation, grounded in consistent compliance and safer play across various markets.”

Max Portelli, CFO at Soft2Bet.

As we settle into the Barcelona era of ICE, how has the shift from London impacted your engagement with partners and clients, particularly those from the LatAm and European markets?

The shift to Barcelona was a major change, and it naturally brought new challenges for the organisers, from logistics through to maintaining audience attention and energy in a new setting.

For Soft2Bet, the move aligns well with our business goals and plans. It gave us the right stage to showcase everything we have built over the past year and to show the audience what we will be bringing to market in 2026.

Last November, Soft2Bet announced a significant partnership with Amusnet Gaming across Europe. What specific objectives have been established through this collaboration, and how does this partnership strengthen Soft2Bet’s competitive positioning in markets where Amusnet holds established operator presence?

With Amusnet, the immediate objective is to expand content depth and strengthen local relevance across our European markets, using a portfolio that players already recognise and trust. In markets where Amusnet has established operator presence, that familiarity improves choice and session quality from day one, while supporting a faster, market-by-market refresh cycle.

The differentiator is how we package that content. Soft2Bet adds an engagement layer through MEGA, wrapping proven titles with missions, challenges, and progression, supported by a player-centric design and a seamless journey that gives users clear reasons to return.

Commercially, this strengthens our position in highly competitive environments by bringing together premium content, stronger retention mechanics, and a platform built for compliant delivery and a safer player experience, scaled across multiple European jurisdictions.

Could you tell us how your Motivational Engineering Gaming Application (MEGA) has evolved over the past year and the new features Soft2Bet revealed at ICE Barcelona 2026?

Over the past year, MEGA has become more native and tailored by design, with localisation and engagement at the centre. We have expanded the tools that let brands shape missions, rewards and messaging around local habits, seasonal moments and player segments, alongside faster configuration and clearer reporting. 

MEGA is also an award-winning solution, with recognition at EGR and wins at the SBC Awards 2025, plus Global Gaming Awards EMEA success, including Product Launch of the Year in 2025 and Soft2Bet named Platform Provider of the Year in 2026 along with the most recent win at IGA 2026.

Personalisation and progression have also moved forward. Segmentation is deeper, goal paths are more intuitive, and cross-product journeys connect casino and sportsbook activity, so momentum in one area can drive engagement in another. At ICE Barcelona 2026, we shared our 2025 highlights with other partners and showcased upcoming releases which will enrich our product portfolio in 2026.

“Over the past year, MEGA has become more native and tailored by design, with localisation and engagement at the centre.”

Max Portelli, CFO at Soft2Bet.

Soft2Bet started 2026 with a high-profile launch, appointing Diego Simeone as an official ambassador for Betinia and CampoBet, alongside a new in-platform football manager experience. What does a move like this signal about your direction, and what should the market expect you to announce in 2026?

For us, a high-profile launch only makes sense when it is tied to product and player value. The Simeone partnership works because it supports a clear, football-led experience that is localised by market and built around progression and rewards, not just a campaign.

Looking ahead, 2026 will bring more launches with partners and more announcements that show what we are building, innovative, localised solutions that improve the player experience and help operators grow engagement and retention in a measurable way.