Soft2Bet, a rapidly growing global iGaming solutions provider, has announced plans to enter the U.S. market with a summer 2025 launch in New Jersey through a market access agreement with Caesars Entertainment.
The Malta-based company will introduce its award-winning Motivational Engineering Gaming Application (MEGA) gamification platform to American players with what it promises will be a transformative approach to online casino gaming and sports betting.
"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 Uri Poliavich, Founder and CEO of Soft2Bet. "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."
According to Martin Collins, Soft2Bet's Chief Business Development Officer, the company aims to revolutionize the user experience rather than following industry norms.
"We're not going to do your standard sports layout, your standard casino lobby. It's going to be entirely different and we're going to cater to this mobile-native business," Collins stated. "Really change it up a little bit and do something entirely different that this industry hasn't seen before."
The MEGA product, which Soft2Bet unveiled in 2023, has redefined gamification in European markets with impressive results for operators:
400% increase in screen time
65% increase in Net Gaming Revenue (NGR)
50% increase in deposit amounts
45% increase in Average Revenue Per User (ARPU)
The platform combines elements of social media and e-commerce with online casino and sports betting functionality, creating an engaging interface designed for today's digital-native consumers.
From the Soft2Bet website, MEGA achieves this increased engagement through a bonus shop, collectible giveaways, weekly challenges, and daily tournaments.
While New Jersey's iGaming market already hosts nearly 30 online casino and poker operators and more than a dozen sportsbooks, Soft2Bet sees opportunity in bringing a fresh approach rather than directly challenging established giants like FanDuel and DraftKings.
"We just see it a little bit differently, not because anybody is doing it badly or the products are bad," Collins explained. "It's not a case of we're better than anybody. We just see it as an opportunity."
The company believes current U.S. operators are using outdated versions of European user interface models and haven't properly localized their products for American consumers.
Soft2Bet's leadership views this as an ideal moment to enter the U.S. market, citing several factors:
The exit of multiple sports betting operators from American markets over the past 18 months
Lower market entry costs create potential for higher margins
Growing legislative support for online casinos across multiple states
State budget deficits are increasing the appeal of gambling tax revenue
While New Jersey is the company's initial focus, Soft2Bet is keeping options open for further expansion, including potential partnerships allowing other operators to use its technology platform and possible acquisitions to gain access to additional markets.
Founded in 2016, Soft2Bet brings significant international experience to the U.S. market:
More than 16 global gaming licenses across 11 countries including Denmark, Greece, Ireland, Italy, Malta, Mexico, Ontario (Canada), Romania, Spain, and Sweden
Portfolio of successful brands including Betinia, Yoyocasino, Campobet, Quickcasino, and Don.ro
Access to over 12,500 games from hundreds of providers
Support for over 20 languages
The company has received numerous industry recognitions, most recently winning three categories at the Global Gaming Awards EMEA 2025: Executive of the Year (Poliavich), Platform Provider of the Year (Soft2Bet), and Product Launch of the Year (MEGA).
Soft2Bet's New Jersey launch is targeted for summer 2025, pending final regulatory approvals from the state's Division of Gaming Enforcement.