"The next year will see Soft2Bet remain dedicated to innovation, enhancing our platform to deliver exceptional user experiences"

iGaming turnkey solutions provider Soft2Bet marked its 8th anniversary in 2024 with significant milestones in market expansion, product development, and industry investment.

The company extended its footprint into key regulated markets, launching brands in Ontario, Denmark, Mexico, and preparing for entry into the U.S. market with an upcoming launch in New Jersey.

Product innovation was also a major focus, highlighted by advancements in its Motivational Engineering Gamification Application (MEGA) and the launch of the iGaming Innovation Fund to support startups driving technological advancements in the sector.

In an interview with Yogonet, Yoel Zuckerberg, Chief Product Officer at Soft2Bet, discusses the company's key achievements, industry trends, and its strategic focus for 2025. He shared insights on gamification, AI-driven personalization, and the company’s plans to strengthen its foothold in the U.S. iGaming market.

Looking back at 2024, what are some of the major takeaways/highlights, achievements, or lessons learned over the past year?

This year, we had our 8th anniversary and we had a lot to celebrate. It was a year of expansion, product innovation, and investing in our industry. 

We continued to expand our presence in regulated markets in Europe, and either entered or headway with entering into new countries. Earlier this year, we launched brands in Ontario, Canada, Denmark, and Mexico. We are also launching our first brand imminently in the U.S., specifically in New Jersey. We also moved into a new cutting-edge office building in Malta.  

From a product standpoint, we made tremendous advancements with our innovative MEGA, which enhances player engagement and revenue per user. Soft2Bet emphasized its innovative technology stack and we plan to incorporate AI to further personalize user experiences. 

Another major highlight for us this year was launching the iGaming Innovation Fund – a new initiative aimed at fostering technological advancements and innovative startups in the iGaming sector. The fund provides financial support, resources, and mentorship to startups focused on creating cutting-edge solutions in gaming, customer experience, and operational efficiency.

By investing in emerging talent and ideas, Soft2Bet aims to drive further innovation, enhance the iGaming landscape, and strengthen its market position. This marks a strategic step toward shaping the future of the industry.

Which trends would you say dominated the conversation this year, both in the gaming industry at large and the iGaming sector in specific?

AI and automation took center stage in iGaming discussions in 2024, driving innovations that transformed the industry. AI is enabling personalized gaming experiences, streamlining compliance workflows, and optimizing key processes such as Customer Relationship Management (CRM) and Know Your Customer (KYC).

These advancements present significant opportunities for operators and players alike. However, they also sparked widespread debate about the importance of balancing innovation with ethical practices and regulatory compliance to ensure sustainable growth.

While AI has the potential to enhance player engagement and foster long-term loyalty, its responsible use requires a strong commitment to ethical practices. Transparency in data usage, safeguards to protect vulnerable players, and measures to prevent irresponsible gaming are essential to harnessing AI's benefits responsibly and maintaining trust within the industry.

It's worth noting we also saw some discussion around gamification this year. The reality is that very few iGaming companies provide real personalization features as part of product portfolios - a key reason why Soft2Bet has focused on personalization and tailored UIs through MEGA.

Keeping players actively engaged through gamification helps minimize reliance on bonuses and promotions. Our engine offers a range of cutting-edge features like customized challenges, personalized rewards, and interactive elements tailored to individual preferences to keep players immersed.  

What can we expect from the company in 2025? And where do you see the industry headed in the upcoming 12-month period?

The industry, particularly in the U.S., is facing two big challenges – attracting players and creating brand loyalty without unsustainable bonuses; and a lack of differentiation in the user experience from operator to operator. In the U.S. specifically, it is expected to be a slow year in terms of new states legalizing sports betting and iGaming, which will present less opportunities for operators to grow by market expansion. We believe whoever can solve these two challenges will stand to win and be able to chip away at the DraftKings and FanDuel duopoly.

We're investing heavily in innovating our MEGA gamification solution's mobile offering to deliver highly personalized solutions and user interfaces that players identify with immediately. When our players see that their dashboards are a true reflection of their preferences and habits they connect with the brands and return to engage on a more frequent basis. That is what we have found through our work and is why we focus on these features.

Additionally, Soft2Bet will continue its commitment to fostering innovation through Soft2Bet Invest, our $50M innovation fund. The fund supports growth-stage and established companies in iGaming, casual gaming, and related industries, focusing on cutting-edge technologies like AI, behavioral-UX analytics, traffic optimization, and advancements in gaming.

Looking ahead, 2025 will see Soft2Bet remain dedicated to innovation, enhancing our platform to deliver exceptional user experiences. Furthermore, we are excited to announce our upcoming launch in the U.S., starting with New Jersey—a key market in the iGaming industry.