Soft2Bet To Enter U.S. Online Casino Market In New Jersey This Summer
The Cyprus-based company has partnered with Caesars for market access
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The crowded New Jersey iCasino market is set to become fractionally more crowded this summer, as Soft2Bet announced plans to enter the state with its own online casino brand later this year.
It will enter the market via an access agreement with Caesars Entertainment.
“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,” Uri Poliavich, founder and CEO of Soft2Bet, said in a press release. “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.”
Currently, New Jersey online casino players have 29 different brands to choose from, according to the website of the New Jersey Division of Gaming Enforcement.
This crowded field — and the challenges associated with entering it — is not lost on the company.
“Innovation is what wins the game,” Soft2Bet’s general counsel, David Yatom, told Next.io. “You can fight with brute strength, or you can use the right tools. That’s our approach. We’re not looking to recklessly expand — we’re taking a smart, strategic path that allows us to challenge the giants in a way that makes sense.”
A MEGA entry
Soft2Bet, a Cyprus-based company, has made waves in the iCasino world of late with its “Motivational Engineering Gaming Application” (MEGA) product, not currently available to stateside operators.
Launched in 2023, the product has, according to the company press release, “redefined and transformed gamification with increased engagement, customized player experience, and a proven player retention model. Operators around the world using Soft2Bet’s MEGA gamification technology platform have seen positive impact with high engagement and retention including: a 400% increase in screen time, 65% increase in Net Gaming Revenue (NGR), 50% increase in deposit amounts, and a 45% increase in Average Revenue Per User (ARPU).”
And the MEGA product will be on full display for the company’s as-yet unnamed New Jersey online casino.
“The major U.S. operators have thrown vast amounts of money at marketing and acquisition, but they’re not necessarily achieving the best results,” Yatom told Next.io. “With our technology, we believe we can achieve strong results with fewer resources, making us a formidable player in the market.”
