April 8, 2025 (Investorideas.com Newswire) Soft2Bet is making its U.S. debut this summer with the launch of a new online casino and sportsbook brand in New Jersey. The move marks a major milestone for the European gaming group, which has steadily grown across regulated markets. The announcement comes alongside the launch of the Soft2Bet Foundation, focused on responsible gaming and community engagement. More details can be found at soft2bet-invest.com.
A Product Built for the Mobile-First Player
Soft2Bet isn't just bringing another sportsbook to the U.S. - it's introducing a new kind of user experience. Martin Collins, Chief Business Development Officer, says the upcoming brand will look and feel very different from what's currently on the market.
"We've designed this from the ground up for mobile-native users," Collins said. "It's not just a sportsbook or a casino. It's an experience tailored for people who expect speed, personalization, and intuitive design."
Since its founding in 2016, Soft2Bet has secured more than 16 licenses and now operates in key regions like Canada, Sweden, and Romania, offering a broad portfolio of games and flexible tech infrastructure.
MEGA: Redefining Gamification in the U.S.
At the heart of Soft2Bet's strategy is MEGA - the company's gamification engine that adds depth and interactivity to the standard casino and betting experience.
CEO Uri Poliavich is optimistic about how it will resonate with U.S. players. "We're not just adding badges and leaderboards. MEGA changes how players engage - it makes the entire experience feel more alive."
The data backs this up: operators using MEGA have reported a 400% increase in session duration, 65% more revenue, and a 50% uptick in deposits.
Perfect Timing for U.S. Expansion
Why enter now? Collins says the U.S. landscape is evolving - and opening up.
"Several big names have recently scaled back or exited the market. That gives us space to move in at a better cost, and to build something leaner, smarter, and more margin-friendly from day one."
Although only a few states offer full online casinos, Soft2Bet believes the iGaming market in the U.S. is still in its early stages. The growing popularity of sweepstakes formats and crypto integration points to more innovation ahead.
New Jersey First, More to Come
For now, New Jersey is the priority - but it's just the beginning. Soft2Bet is already exploring additional partnerships and possible acquisitions to accelerate its U.S. presence.
"We're not rushing into deals," Collins said. "But we're open to working with the right partners - especially those who see the value of our tech and our vision."
The partnership with Caesars Entertainment is a key part of this first step and could pave the way for deeper collaboration in future launches.
Standing Out in a Saturated Market
New Jersey is home to many top-tier operators - FanDuel, DraftKings, BetMGM, and others. But Soft2Bet isn't trying to copy what's already out there.
"We see gaps in the user experience," Collins explained. "A lot of platforms still feel clunky, outdated, or just not made for how people use their phones today. That's where we come in."
Instead of going head-to-head with the biggest names, Soft2Bet is focusing on what it does best: delivering a fresh, gamified, mobile-first experience designed for modern players.
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