Soft2Bet is indubitably one of iGaming’s leading lights. Since its launch in 2016, the company has grown into a trusted partner and dynamic industry innovator, continuing to expand its reach year after year, writes Lauren Harrison.
CPO Yoel Zuckerberg is one of the most influential voices in iGaming and one of our favourite guests. But it’s been a while since our Head of Content, Curtis Roach, caught up with him.
Taking to a quiet corner at the recent SBC Lisbon, Curtis seized the opportunity to discuss Soft2Bet’s roadmap for the year ahead and ask Yoel about staying relevant amid competitive launches, the hottest new markets, and the company’s brand-new investment programme, Soft2Bet Invest.
Curtis began by asking Yoel:
Next year, Soft2Bet will be celebrating a new chapter with B2B Excellence. How will the experience and knowledge gained so far help you continue innovating and creating market-leading iGaming products for the next decade?
“Before I get into the roadmap, I want to thank the industry leaders who recognised Soft2Bet as Entertainment Innovator at the SBC Awards. It is an important milestone because we treat gambling as entertainment, so gamification sits alongside design, player experience, localisation and rigorous compliance.
“Reaching 10-years is an incredible milestone for us. While we’re still relatively young as a company, we’ve already established ourselves as leaders in certain areas, particularly with our Platform and MEGA, as an API-based, standalone gamification product.
“Over the years, we’ve learned how to merge gaming and gambling elements successfully, and that’s why we’re seeing such a surge in player retention and increased lifetime value.
“From a product perspective, we develop niche products that drive stronger loyalty and value. As the space where entertainment meets gambling continues to grow over the next decade, Soft2Bet will lead and share our methods with the entire niche, teaching what works and helping partners build strong brands.
“In a market where most operators have access to the same games, payments and tools, differentiation comes from the product and the player experience, delivered with strict compliance and responsible gaming. That is where we will continue to focus.”
What does Soft2Bet’s product roadmap look like for the rest of 2025? What new launches can we look forward to?
“In Q2, we launched TopBet.ro, a new Romanian sportsbook designed to cater to local habits and preferences. Built with a clear focus on motorsport and match-day culture, the brand combines competitive odds and fast mobile journeys with an auto-themed identity that resonates with local fans.
“Also, we released a new brand in Romania , following its debut in Sweden. It is a disruptive product designed as a social casino, allowing users to swipe through games and play instantly.
“We are continually rolling out platform updates and improvements that help our brands and partners enhance the player experience. In parallel, we are developing and refining MEGA’s engines to deliver localised, compliance-focused and personalised journeys.”
Soft2Bet has already seen strong success across Europe. Where do you see the biggest growth opportunities?
“As a compliance-focused company, we continuously assess regulated and soon to be regulated markets through a clear business lens. We turn those insights into solutions that help local operators build strong, sustainable sportsbook and casino brands.
“In recent years, we’ve expanded into Sweden, Romania, Mexico, and Canada (Ontario), and we’re preparing to go live with other markets.
“Beyond Europe, we are exploring Latin America and other regions where our MEGA-powered gamification can help local operators build strong, compliant and personalised brands.”
What are your thoughts on the future of innovation in iGaming, and what role does Soft2Bet play in driving it?
“The last decade has seen a growing demand for enhanced player experiences.
“If you have an outdated technology infrastructure or are not ready to invest in it to support innovation, consider how you will feel 10-years from now in an era of technology and AI. On the positive side, we are seeing rapid growth in player behaviour and in their demands, and as a result operators in the marketplace are seeking innovation and new approaches.
“At SBC, the launch of the Technology Academy and the dedicated Gamification Academy, where we served as key moderators to a full room, demonstrated the intense interest that has developed. It is a clear signal that gamification is moving from theory to practice, and we will continue to share methods, tools, and case learnings through MEGA to help partners deliver safe, localised, and compliant player journeys.
“That’s why Soft2Bet’s MEGA Platform is so important. It’s a completely new approach that combines gamification and social gaming with traditional gambling. This unique tool has helped us attract loyal customers, increase screen time and drive higher retention.”
What about the recently launched Soft2Bet Invest? Can you tell us more about this?
“Sure. Soft2Bet Invest is our innovation fund for iGaming and casual gaming. We meet founders at programmes such as the iGB Accelerator and SBC’s First Pitch in 2025 and back the most promising teams with capital, product support and distribution through our platform and MEGA, with a focus on casual gaming, AI, traffic differentiators and behavioural-UX analytics.
“Through this programme, we can identify the most promising projects and help them scale: Give them an industry push, you could say. It’s one of the ways we innovate and support new ideas in the industry.”
Editor’s Note:
Leading the industry for almost a decade is no easy feat, yet Soft2Bet retains its top spot.
Having recently celebrated its ninth anniversary, Soft2Bet has strengthened a key industry event with an investment in the SBC The Legends Charity Game in Lisbon, supported an academy that advances new trends and knowledge in technology and entertainment, and backed idea accelerators that help start-ups generate new ideas.
From gamification-driven innovation to disruptive new social concepts like Swiper, and expansion into new markets, the focus that has served the company so well until now is firmly placed on differentiation, scale, and driving new ideas.
Yet Yoel also highlights a wider industry challenge: Creating meaningful innovation in an environment where many companies lack the infrastructure, funding, or willingness to do something fresh.
In a direct call to industry stakeholders, he challenges companies to do better, invest more and innovate fearlessly. In his view, this will drive the industry forward and into the next decade of iGaming.
