Soft2Bet is preparing to enter the U.S. market with the launch of a brand-new online casino and sportsbook in New Jersey this summer. It’s the company’s first step into the American iGaming space, and it’s backed by a licensing deal with Caesars Entertainment. As the company grows its international presence, it’s also expanding its global team — job seekers can explore opportunities at www.soft2bet-careers.com.
At the same time, the company is launching the Soft2Bet Foundation, an initiative focused on responsible gambling, player well-being, and community engagement — part of a broader commitment to sustainable growth in regulated markets.
A Tailored Experience for the U.S. Player
Soft2Bet isn’t bringing a copy-paste version of its European platform to the U.S. Instead, the upcoming brand has been designed specifically for the North American audience — with a focus on mobile-first interaction, user personalization, and modern UI.
“We’re not following the traditional sportsbook formula,” said Martin Collins, Chief Business Development Officer at Soft2Bet. “The market has seen enough of that. What we’re building is shaped by how players actually use technology today — and what they expect from digital entertainment.”
The company already operates in highly regulated markets like Sweden, Romania, Mexico, and Ontario, giving it valuable experience to navigate the U.S. landscape.
Gamification as a Core Differentiator
A major element of Soft2Bet’s U.S. strategy is the integration of MEGA — the company’s proprietary gamification platform. MEGA transforms the typical casino or sportsbook interface into a dynamic, interactive environment with personalized challenges, rewards, and progress systems.
CEO Uri Poliavich believes this will be key to standing out. “We’re not just adding surface-level engagement. MEGA changes how players interact with the platform — it creates reasons to come back, and reasons to stay.”
In other markets, MEGA has delivered measurable success: screen time has increased by 400%, deposits are up 50%, and operators have seen a 65% increase in net gaming revenue.
Strategic Timing Amid Industry Shifts
Soft2Bet’s U.S. entry comes at a time of transition. Several major operators have scaled back their presence in the market, opening the door for more agile players to enter on more favorable terms.
“This is the right moment,” said Collins. “The cost of market entry has gone down, and we can build for profitability from the start — something that wasn’t easy to do even a year ago.”
Though online casinos are currently legal in only a few states, Soft2Bet is optimistic. The company sees growing interest in iGaming, sweepstakes, and crypto-based gaming as a sign that the U.S. market is still in its early phase, with plenty of room to grow.
What’s Next: Expansion Through Partnerships and Technology
New Jersey is just the first step. Soft2Bet is exploring partnerships with other U.S. operators, aiming to license its technology and potentially acquire brands that align with its vision.
“We’re open to partnerships, but we’re also selective,” Collins noted. “We want to work with people who understand what we’re building — and how different it is.”
The company’s relationship with Caesars could serve as a launchpad for deeper collaboration in the U.S., as Soft2Bet continues to scale its offering and explore multi-state opportunities.
Breaking Through in a Competitive Market
Entering a saturated market like New Jersey comes with challenges — especially with well-known operators like FanDuel, BetMGM, and DraftKings already established. But Soft2Bet isn’t trying to outspend the competition. Its goal is to outthink it.
“We’re not here to be just another brand,” Collins said. “We’re focused on delivering an experience that feels new — one that understands what U.S. players want but hasn’t really been delivered yet.”
With a mobile-first platform, strong gamification, and a clean, modern design, Soft2Bet believes it has the right mix to attract and retain players looking for something beyond the standard sportsbook experience.
