The New Jersey iGaming market is renowned for its fiercely competitive nature, with over 30 operators now packed into the United States’ first legal and regulated online casino jurisdiction.
This might lead some to dismiss the market as too packed to enter. Yet, Soft2Bet is taking the challenge into its stride. The operator and B2B supplier is entering New Jersey to debut its U.S. iGaming operations, and is taking its late entry as an opportunity to bring innovation to the saturated market.
Speaking to SBC Americas, Soft2Bet’s Chief Business Development Officer Martin Collins outlines the firm’s plans for New Jersey made possible through a market access agreement with Caesars Entertainment, as well as how its MEGA gamification engine is set to bring new levels of retention to the Garden State.
SBC Americas: What are Soft2Bet’s plans for the New Jersey market and how will you establish a presence in the Garden State?
Martin Collins: In March, we announced our plans to bring our award-winning products and services to New Jersey, which we are targeting for this summer. The launch will include the debut of our award-winning MEGA product through a market access agreement with Caesars Entertainment, unveiling a new iGaming brand here in the Garden State.
As a global company with a proven history of success and innovation, Soft2Bet’s planned launch and expansion into the U.S. are monumental moments and an integral part of our growth strategy.
SBC: New Jersey is notoriously a saturated market, so how will Soft2Bet carve out a niche to attract players and take players away from competitors?
MC: In the competitive New Jersey market, Soft2Bet aims to stand out with innovative gamification, unique MEGA features and a strong platform. Soft2Bet’s gamification strategies boost player engagement through achievements, rewards and social interactions, creating a more exciting gaming experience.
Also, Soft2Bet’s successful B2C and B2B results in Europe serve as proof of concept, showcasing our ability to deliver exceptional gaming experiences while maintaining high standards of player satisfaction.
SBC: You have previously told SBC that Soft2Bet aims for 5% market share in new markets within 18-36 months – is this also the case for New Jersey? If so, what is the roadmap to get there?
MC: There’s no question that competition is fierce in New Jersey, but we’re confident that Soft2Bet’s proven solutions can help providers improve customer loyalty and retention while also boosting engagement and revenue. Our timing in entering the U.S. market has given us a clear view of what’s worked and what hasn’t.
The U.S. market is still developing, and our deep experience in regulated markets around the world gives us a real advantage as we move toward our New Jersey launch.
SBC: On a recent webinar, you spoke of the need to reach the digital native generations whose disposable income is beginning to grow. What are the core elements that help you reach the 25-35 demographic?
MC: The central pillar of our approach is advanced gamification delivered through our proprietary MEGA platform. We’re redefining gamification, increasing player engagement, and offering a best-in-class, customization-led gaming experience.
With MEGA, our customizable gamification engines tailor experiences to specific player demographics, incorporating features like avatars, collectibles and unique game mechanics such as city or stadium builders. By moving beyond simple transactional interactions, we’re driving long-term engagement and retention with personalised elements that are key to our market approach. This has proven highly effective in attracting and retaining younger, digitally native players.
Our personalized strategy has struck a chord with players, leading to longer sessions and more return visits. In fact, our data shows that over half of all players are actively engaging with MEGA features, resulting in increased retention and revenue.
SBC: How does Soft2Bet earn the screen time of users in an era full of entertainment options, and is this where the MEGA solution comes into play?
MC: Soft2Bet directly addresses the challenge of competing for limited screen time in a world full of entertainment options. As mentioned, our MEGA platform and advanced gamification are central to this effort and key to earning that valuable player attention.
Rather than relying on short-term acquisition tactics common in the U.S. market, such as simple sign-up bonuses, Soft2Bet focuses on customizable, content-led features that add value and drive retention.
Our goal is to build deeper, more meaningful connections with users, encouraging long-term loyalty and sustained engagement instead of brief interactions.
By continuing to deliver the best possible gaming experience through innovation, personalization, and rewarding journeys within the MEGA framework, Soft2Bet is attracting players and holding their attention in a crowded market.
SBC: How can operators avoid a “race to the bottom” in terms of investment? Is it less about chasing market share and being more focused on getting an ROI?
MC: Avoiding a “race to the bottom” in terms of investment means spending less on customer acquisition and prioritizing the experience of long term customers. Rather than relying on expensive promotional campaigns, which are becoming less effective and drive a transactional relationship with the customer, focusing on tailored customer experiences and high-quality products can lead to stronger long-term returns on investment.
By investing in gamification features, operators can boost player engagement and loyalty, increasing lifetime value without turning to unsustainable financial tactics.
Operators can also avoid this by relying on data analytics to better understand player preferences and behaviors. This enables more targeted marketing and personalized offerings that truly resonate with users, driving engagement and loyalty underpinned by an experience built upon entertainment.
SBC: In such a saturated and competitive market, things can become stagnant. How will Soft2Bet bring new and innovative solutions to New Jersey to freshen things up in the market?
MC: We recognize the importance of bringing fresh thinking to New Jersey’s highly competitive gaming market. Our approach focuses on unique aspects of the MEGA engine and a broader strategy that goes well beyond traditional gamification.
As our CEO Uri Poliavich recently noted, MEGA isn’t just developed for our own platforms. It’s designed as a ready-to-use solution that enables operators to easily integrate innovative tools that elevate the customer experience.
MEGA’s ability to boost engagement also translates into measurable business impact. Operators have seen increases of up to 65% in Net Gaming Revenue (NGR), 50% in Deposit Amounts, and 45% in Average Revenue Per User (ARPU).
SBC: New Jersey is usually a landing pad for global operators to test the waters before expanding in the U.S. Can we expect to see Soft2Bet in more states in the future?
MC: The U.S. is heralded as a ‘land of opportunity’, and with online casino and sports betting this is very much the case. At the moment, there are only seven states with online casino and there are some challenges in these markets, for example, limited number of licenses or high tax burden for operating. However, as with New Jersey, things can change and business viability can become more attractive very quickly.
At Soft2Bet, we are constantly monitoring all potential markets and if we believe we can drive value in a specific State or jurisdiction we will enter. Moreover, all of our MEGA products are available from a B2B perspective, so if we identify the right partner, we can extend our footprint in the U.S. by offering this.
