As digital gaming grows globally, rules get stricter, and competition gets tougher. Growing fast isn’t enough anymore; operators must handle tough situations, follow the rules, and plan for the long run. Many struggle to combine all three. Soft2Bet has leaned into that challenge, developing a regulated, multi-market footprint built to sustain engagement and steady expansion.
Soft2Bet: A regulated-first expansion model
Soft2Bet was launched in 2016 by Uri Poliavich with the vision of enhancing iGaming through superior technology and a player engagement focus. Regulated markets were prioritized right from the outset. The company holds 19 licenses in 11 jurisdictions, including Denmark, Ontario, Romania, and Sweden, showing their focus on compliance, adapting to markets, and steady growth.
Its controlled market strategy is based on several key pillars:
- Operating exclusively in licensed jurisdictions
- Specialists in compliance, fraud detection, and responsible gaming are part of each team.
- Regular audits by multiple gaming authorities
- Market-specific brand localisation, language,e and payment support
Since the start, the organization has focused on being aligned with regulations, allowing the organization to grow with the right controls in multiple international markets with regulations in place. Such consistency develops confidence in partners and stakeholders, and confidence is critical in online gaming and sustained brand loyalty.
MEGA: The gamification solution driving measurable growth
(Image: MEGA | Soft2Bet)
Central to Soft2Bet’s momentum is MEGA, the Motivational Engineering Gaming Application, launched in 2023. Not just a technical tool but an entire gamification solution, MEGA combines immersive design with monetisation mechanics. It plugs into casino and sportsbook platforms and delivers extras such as avatars, collectibles, and city-building. Operators can tailor rewards, activate intelligent bonus triggers, and segment users with precision.
The commercial impact has been clear:
- 4x increase in player screen time
- 65% increase in Net Gaming Revenue (NGR)
- 50% increase in deposit amounts
- 45% increase in Average Revenue Per User (ARPU)
Such performance metrics underline the measurable value of structured gamification. MEGA focuses on building enduring engagement and retention, not short-lived promotional gains.
A dual focus on B2B solutions and B2C brands
Soft2Bet works in both B2C and B2B segments, which gives the company useful insight into operator needs and player behaviour.
Its B2C portfolio includes:
- Betinia (Denmark, Sweden)
- Campobet (Denmark, Sweden)
- Tooniebet (Ontario, Canada)
- Quickcasino (Sweden)
- Don.ro (Romania)
Each brand is localised for its market, with tailored themes, native language support, and a gaming catalogue of over 12,500 titles from hundreds of providers.
On the B2B side, Soft2Bet provides turnkey operator solutions that include all the necessary components:
- Advanced Player Account Management (PAM) systems
- Casino and sportsbook integration
- Frontend customisation
- Managed services covering customer support, compliance and risk management
- Integration with 70+ payment methods
It supports more than 20 languages and over one million live events each year, scaling seamlessly without compromising flexibility.
Investment, recognition, and responsible growth
Soft2Bet opened up Soft2Bet Invest, an iGaming and casual gaming innovation funding initiative, on July 2024, offering a total of 50 million euros to various projects. This innovation initiative received the “Outstanding Contribution to Gaming 2024” award during the SiGMA East Europe.
This achievement was followed by the 2025 Global Gaming Awards, which named Uri Poliavich, Soft2Bet’s CEO, as “Executive of the Year,” and received “Platform Provider of the Year” and “Product Launch of the Year” for MEGA. These awards testify to Soft2Bet’s commitment to responsible growth. Soft2Bet’s dedicated responsible gaming teams, along with the compliance active supervision teams in 11 jurisdictions, have built a culture of growth in a climate of regulation, local adaptation, and sustainable long-term growth.
FAQs
What is Soft2Bet?
Soft2Bet is an iGaming technology company that provides online casino and sportsbook technology, turnkey operator solutions, gamification tools and related operational services for regulated markets.
What does Soft2Bet do?
Soft2Bet operates across B2B and B2C iGaming. Its services include player account management technology, casino and sportsbook integrations, front-end customisation, payment integrations, compliance support, risk management and managed operational services.
What is Soft2Bet MEGA?
MEGA, or Motivational Engineering Gaming Application, is Soft2Bet’s gamification platform for iGaming operators. It uses features such as rewards, challenges, avatars, collectibles, missions, segmentation and analytics to increase player engagement.
How does Soft2Bet’s MEGA platform work?
MEGA adds gamification features to casino and sportsbook platforms. Operators can customise rewards, bonus triggers, design elements and player segmentation while managing engagement features through a central system.
Is Soft2Bet a regulated company?
Soft2Bet states that it operates across regulated markets and holds multiple licences and authorisations in different jurisdictions. The exact licensing position can vary by legal entity, market and product, so specific licences should be checked against the relevant regulator’s official records.
Is Soft2Bet licensed in the UK?
UK licensing should be checked separately from the company’s international licensing. A company holding licences in other jurisdictions does not automatically hold a UK Gambling Commission licence. The UK Gambling Commission provides a public register for checking licensed gambling businesses.
How many licences does Soft2Bet have?
The number of licences publicly associated with Soft2Bet has changed as the company has expanded. The article describes 19 licences across 11 jurisdictions, while an earlier Soft2Bet company announcement referenced more than 13 global licences. This is why current licensing figures should be checked against the relevant official sources.
What countries does Soft2Bet operate in?
Soft2Bet has publicly discussed operations and brands across several international markets, including European jurisdictions and Ontario, Canada. Market availability depends on the relevant legal entity, licence and regulatory authorisation.
What is Soft2Bet’s business model?
Soft2Bet combines B2B iGaming technology and services with B2C gaming brands. Its B2B offering supports operators with platform technology, integrations and operational services, while its B2C brands give the company direct experience of player markets.
Does Soft2Bet provide casino software?
Yes. Soft2Bet provides iGaming technology and turnkey operator solutions that can include player account management, casino and sportsbook integrations, front-end customisation and other operational services.
How does Soft2Bet use gamification?
Soft2Bet uses its MEGA platform to add interactive features such as rewards, missions, challenges, collectibles, avatars, leaderboards and personalised engagement mechanics to casino and sportsbook products.
Can gamification support responsible gambling?
Gamification can be compatible with responsible gambling when it is designed and operated within applicable regulatory and player-protection requirements. Engagement technology should not replace responsible-gambling controls or regulatory compliance.
What results has Soft2Bet reported from MEGA?
Soft2Bet’s official MEGA materials report 4x screen time, a 65% increase in NGR, a 45% increase in ARPU and a 50% increase in deposit amounts for its internal brands. The figures are company-reported results and should be understood in that context.
Why is localisation important in iGaming?
Localisation allows an operator to adapt its language, payments, product experience, customer support, compliance processes and responsible-gambling approach to the requirements of a particular market.
What does Soft2Bet’s strategy mean for UK iGaming?
For the UK market, Soft2Bet’s strategy highlights the importance of combining technology innovation with licensing, compliance, responsible gambling and market-specific adaptation. UK-facing operations must be assessed under the applicable UK regulatory framework rather than relying on international licences alone.
