Soft2Bet is making its move into the U.S. gaming market, planning to launch a mobile sportsbook and iGaming platform in New Jersey this summer. The company sees this as a golden opportunity to enter the U.S. market at a competitive price point, allowing for higher margins down the line.
Soft2Bet, a rising star in the global gaming industry, will officially debut its innovative brand in 2025. This week, the company revealed it has partnered with Caesars Entertainment, securing a licensing agreement to operate in New Jersey’s thriving gaming market.
A Fresh Approach for U.S. Players
Martin Collins, Soft2Bet’s Chief Business Development Officer, told Covers that the company’s new brand will focus on meeting the needs of a mobile-first audience. “At the core, we’re a casino company, but we’re looking to redefine the experience,” Collins said. “We’re not going to go with the typical sports layout or the usual casino lobby. It’s going to be something completely new, designed specifically for mobile users, and we’re going to bring a fresh approach that this industry has yet to see.”
Since its founding in 2016, Soft2Bet has secured more than 16 global gaming licenses across nearly a dozen countries, including Ontario, Canada. The company operates in Denmark, Sweden, Romania, and Mexico, offering over 12,500 games from a wide variety of providers.
Redefining Gamification in the U.S.
One of Soft2Bet’s standout features is its award-winning Motivational Engineering Gaming Application (MEGA), which the company believes sets it apart from other operators. “We’re on a mission to redefine gamification in the U.S. and deliver an extraordinary gaming experience with the launch of our new brand this summer,” said Uri Poliavich, Founder and CEO of Soft2Bet.
The MEGA platform has already shown impressive results, with operators experiencing a 400% increase in screen time, a 65% rise in net gaming revenue, a 50% increase in deposit amounts, and a 45% boost in Average Revenue Per User (ARPU).
Soft2Bet’s cutting-edge API technology blends the social media and e-commerce experience, allowing players to enjoy both online casino games and place sports bets via a mobile app. Collins noted that U.S. operators are still using outdated user interface models from Europe, and Soft2Bet’s modern interface is set to make a big impact in the U.S. market.
“We believe the industry as a whole has overlooked design and user experience,” Collins explained. “We’ve already proven the concept in B2C and are now rolling it out for B2B.”
Entering the U.S. Market at the Right Time
Collins highlighted that Soft2Bet has always wanted to enter the U.S. market, but a number of factors have made now the perfect time. “In the last 18 months, several sports betting operators have exited the U.S. market. That gives us an opportunity to enter at a lower cost and secure higher margins,” Collins said.
Currently, only seven U.S. states, including New Jersey, offer online casinos, but Soft2Bet sees massive potential as more states look to regulate iGaming. Collins also believes the growing interest in sweepstakes gaming and cryptocurrency will only make iGaming more prominent in the U.S. moving forward.
“We see it as a perfect storm to enter the market,” Collins added.
Looking Ahead: Big Plans for Expansion
For now, New Jersey is Soft2Bet’s primary focus, but Collins mentioned that the company is keeping its options open for future expansion. Soft2Bet is open to partnerships that would allow other operators to utilize its technology and platform, starting with its relationship with Caesars, which could lead to “potentially massive collaborations.”
“We’re very selective about who we partner with,” Collins said.
Additionally, Soft2Bet is considering acquiring established operators to gain quick access to new markets.
“We’re excited to be entering the U.S. market and looking forward to taking full advantage of the opportunities ahead,” Collins said.
Competing in a Crowded Market
New Jersey already has nearly 30 online casino and poker operators, along with more than a dozen sports betting options. Collins acknowledged that while this will be Soft2Bet’s first U.S. launch with an unknown brand, the company understands it will take time to establish its presence.
“You need to learn how the customer behaves, what they do differently, and how to localize for the U.S. market,” Collins said. “That’s where we see an opportunity. We don’t think anyone has fully localized for the U.S. just yet.”
Collins is also aware of the dominance of giants like FanDuel and DraftKings in the New Jersey market. While Soft2Bet isn’t aiming to compete head-on with these operators, the company believes its unique approach and modern customer experience will help it carve out a portion of the market share.
“We see it a little differently, not because others are doing it poorly, but because we believe there’s an opportunity to offer something fresh,” Collins explained. “It’s not just in the U.S.; we see this opportunity in Europe as well. It’s not about being better than anyone else, it’s about recognizing a new opportunity.”
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