Last year, leading B2B turnkey and software solutions provider Soft2Bet experienced standout growth – not by chance, but by expanding into new jurisdictions and cutting-edge product development proved by industry recognition of leadership, platform excellence, and technology. .
Central to Soft2Bet’s success has been the launch of the company’s advanced gamification product, MEGA, which transforms the player experience by blending social gaming, progression mechanics and data-driven rewards to deliver a more engaging and emotive experience that keeps players coming back.
Joining us on the iGF couch to unpack this momentum and Soft2Bet’s approach is one of our favourite returning guests, Yoel Zuckerberg, Chief Product Officer at Soft2Bet. From measuring ROI on gamification, to leveraging real-time data, and the debate between full platform control versus modular outsourcing, Yoel gives us an insider’s view of the current state of play – read on.
Gamification is seen by many as the key to maximising player engagement and retention without monetary incentives. How can operators measure the actual ROI value of gamification, and does it go beyond retention?
“Gamification is a powerful tool, and the value goes far beyond retention.
“At Soft2Bet, we track how gamification improves the session length returns of the customers, how often they play, and how often the players complete certain actions.
“But the real value, which is much harder to measure, comes when gamification makes the consumer experience more fun and memorable. Soft2Bet realises we’re playing with emotions, players enjoy missions, different levels, rewards, and not just monetary rewards.
“Gamification can also help in reactivation: when players enjoy the journey, they’re more likely to come back and to tell others.”
Real-time player or game analytics is great, but without sound decision-making to follow, the value becomes redundant. What can operators do to ensure they’re leveraging real-time data effectively and maximising its value?
“Real-time data is only useful if you can do something with it – and quickly. That’s the key at Soft2Bet; we use data to trigger real-time action.
“For example, automatic bonuses, pop-up messages – everything happens in real time. We have alerts, and we’re looking at the dashboard as it happens. But we also need people to act on the data in real time.
“This means we need very strong teams–CRM, product and customer service–all working from the real-time dashboard and equipped with tools to take action based on the real-time insights.
“The best setup is where your system reacts in real time, and your people have the right information to make fast, smart decisions.”
Are operators incorporating enough social elements into their platforms? What can be done to help improve this going forward?
“Right now, most social features are still very basic in our industry. You might see community chat features and leaderboards, but this isn’t enough for the new generation of players who expect more.
“We need to consider more immersive social elements, like team play, shared goals, and group challenges. These features make the experience more fun for customers, and they keep coming back.
“At Soft2Bet, this is our competitive advantage: we are one of the few platform providers that have these kinds of tools already integrated into our software.
“Soft2Bet is also building ways for players to create their own social identity – avatars, badges and progress achievements they can show off and share among their friends.
“It’s as simple as this: when players feel part of something, they stay longer and they enjoy the platform more.”
Is it better for operators to have autonomous control over their platform and its features, or is it more effective to have full-service support? Is there a balance to be struck?
“It depends on the operator and the platform. If we look at most platforms today, the majority of operators are using what we call “Platform Pan”, with additional services or on-demand development integrated into the platform.
“Of course, I believe that every operator would love to have a full service platform tailored to them, but it’s very difficult to find such a solution in today’s market. At Soft2Bet, we believe we’re getting very close to achieving that, which means it’s currently essential to have a mix of both. Operators want the freedom to innovate and move fast, but also the control to manage things internally.
“On the other hand, a full-service platform gives you the ability to launch quickly and manage multiple markets simultaneously, especially when you consider complexities like payment rules.
“The bottom line is that the best solution available today is a hybrid one – but at Soft2Bet, we’re working hard to provide a platform that meets all those needs without compromise.”
Editor’s Note:
Soft2Bet’s approach to gamification, real-time data and social tools is changing the game for operators and players alike. Tapping into the motivations of play, identity, and rewards, the company is utilising gamification and real-time data to create more rewarding gaming experiences that keep players coming back.
And while we can measure ROI for gamification in terms of KPIs, like length of play and return sessions, the deeper value, according to Yoel, lies in how it makes players feel, an emotional yardstick Soft2Bet tracks obsessively, which is something far harder to quantify.
Moreover, in the increasingly competitive market, Yoel believes the industry must do more to integrate social elements that meet the expectations of newer players. This means creating social experiences that enable consumers to craft avatars and build social identities – after all, in today’s landscape, we’re not just trading bets, but experiences.
