Soft2Bet’s MEGA Future for iCasino | iGaming Future

Despite being a relative newcomer to the iGaming world, having entered in 2018, George has swiftly climbed the ranks.

Before joining Soft2Bet in 2022, he held key positions at Global Gaming and Betsson.

Today, in discussion with iGF’s Curtis Roach, he’s exploring the future of online casino–including Soft2Bet’s upcoming launch in Ontario, Canada–, explaining the winning benefits of Soft2Bet’s new player retention tool, MEGA, and answers that perennial question: Does Responsible Gambling impact growth?

Why was it so important for you to attend the recent IGB L!VE, Amsterdam? And what did you hope to achieve from going?

“As one of the leading operators in the industry, IGB Amsterdam is huge for us.

“All our tier-one partners attend, and we [always] have some fruitful meetings set up with the partners we don’t usually get to meet on our home turf of Malta.

“The conference is also a great chance to showcase our progress and upcoming plans. This year we focussed on our Motivational Engineering Gaming Application (MEGA) application – our latest innovation that uses gamification to increase player retention rates and spend per customer for operators.”

One of the biggest draws for retail casino players is the exciting buzz of the casino floor. Will it ever be possible to recreate this type of playing experience online?

“Replicating the retail experience for online audiences will always take work.

“We try to localise content for customers. For example, in regions and markets where land-based casinos are popular, we prioritise slot content from our partners, like Amusnet, Amatic, and IGT, who specialise in translating their land-based slot content into online games.

“While this helps give customers the feel of the retail floor, unfortunately, I don’t think it is ever truly possible to recreate the experience of a land-based experience online. The casino floor has a real buzz, and while we provide a top-class gaming experience, it’s nearly impossible to recreate the same vibe of a retail casino online.”

As you know, Responsible Gambling (RG) is a top priority in the iGaming industry. How does the increased focus on RG impact your ability to grow commercially within the casino sector?

“That’s a tough one. RG is the cornerstone of the Soft2Bet business model, and it always has been. To this end, we use various tools to manage our player base’s gambling activities. These include cooling-off periods, self-exclusion and more.

“Regulated markets are always challenging from a commercial perspective.

“There are many things to consider, such as increased marketing, pre-existing competition, and so on. Luckily, we’ve already got a competitive edge with our flagship brands, Betinia and CampoBET, both of which have a leading focus on the player. This allows us to offset the costs of launching in regulated markets because we know players love our products. Our track record proves it.

“Market research is pivotal when launching in Regulated Markets with high RG standards. If you launch with misinformation–or a bad market strategy–it will never go well. We focus on great market research and ensure we can provide content that meets player demands. That way, we build a competitive advantage. Launching in new markets will always be challenging, but you can get it right with a great launch strategy, localised content – and a good commercial package.”
Soft2Bet recently received an Ontario gaming license. Can you tell us more about what you see as the key growth drivers for the Canadian casino sector?

“Ontario is Canada’s largest and wealthiest province. As an iGaming pioneer in this fantastic market, we’re delighted to have received authorisation from the Alcohol and Gaming Commission of Ontario (AGCO).

“First, we’ll go live with our B2C brand, allowing us to learn key lessons from the market and then reiterate them to our B2B partners looking to launch a brand with us in Ontario. Our market research, feedback, and first-hand experience will help us provide even better launches for our B2B partners.

“We’re always looking for opportunities, and we’re really excited for certain markets. However, I can’t share the details. You’ll have to look out for our upcoming LinkedIn posts.

“But with this said, at the moment Ontario is our biggest focus, and we can’t wait to go live!”

Editor’s Note:

George’s views are clear and concise: Market research is a must, Responsible Gambling should be at the heart of everything, and–while operators can localise products to fit various tastes–he believes it’s near impossible to recreate the experience of land-based gaming online.

Moreover, George maintains that it’s not Responsible Gambling regulations but commercial factors, such as increased competition, that make it challenging for online casino brands to launch and grow in regulated markets.

How can operators overcome this? Through thorough market research and a competitive offering.