Soft2Bet is expanding its presence in North America with the launch of its online casino products and solutions in New Jersey.
On Wednesday, the Malta-based gaming solutions provider announced plans to bring its products and services to New Jersey as part of its strategy to expand across America.
“As a global company with a proven history of success and innovation, our plans to launch in the U.S. is monumental for Soft2Bet and our continued growth,” said Soft2Bet founder and CEO Uri Poliavich. “We are set to redefine gamification here in the U.S. and ultimately provide players with an incredible gaming experience with the debut of a new and transformative iGaming brand this summer.”
Poliavich and Soft2Bet have launched in New Jersey partly due to the knowledge and experience of the state’s Division of Gaming Enforcement (DGE). The Garden State is also a less saturated market with more operators than Pennsylvania’s online casino market.
Soft2Bet plans to launch a new iGaming brand in the Garden State pending regulatory approvals with a target launch by September 2025. As part of its debut in New Jersey, the company will bring its Motivational Engineering Gaming Application (MEGA) product to its new market. Soft2Bet is deploying MEGA through a market access deal with Caesars.
MEGA, created by Soft2Bet in 2023, enhances engagement and player experiences for operators. Companies that use the gamification technology platform have reported increases in screen time, gaming revenue, deposit amounts and average revenue per user.
Soft2Bet solidifies its presence in North America
The European gaming company holds over 15 global licenses outside of the U.S. with approvals to operate in Denmark, Greece, Ireland, Mexico, Ontario and Spain.
Soft2Bet, which offers access to more than 12,500 games, has confidence in its plans to launch in New Jersey as it eyes additional regulated gaming markets in America.
“We believe that if we can go into a market and open it there from a B2C perspective, we can get to understand the localized nuances and requirements that each market needs and then we can utilize that knowledge in order to deliver from a B2B perspective,” Soft2Bet Chief Business Development Officer Martin Collins told SBC Americas last June.
Soft2Bet believes there is an opportunity for growth in the U.S. as operators have yet to grasp how to engage and retain consumers. The company is poised to continue its expansion in North America as it continues to integrate itself into New Jersey’s market.
