Soft2Bet has carved out a distinctive space in the fiercely competitive iGaming industry by seamlessly blending innovation with rigorous compliance standards. At the heart of this approach is its MEGA gamification engine, purpose-built to boost player engagement without compromising on regulatory obligations.

Gioconews caught up with Yoel Zuckerberg, Chief Product Officer at Soft2Bet, to discuss why embracing a compliance-first mindset, building flexibility into products, and ensuring close collaboration between product and compliance teams have proven critical to unlocking sustainable growth in rapidly evolving markets.

What do fast-growing markets need in product design to ensure long-term sustainability?

Yoel Zuckerberg: Products designed for fast-growing markets need to feel genuinely local, adapt quickly, and prioritise responsible gaming right from the start. Players trust brands that offer familiar payment options, relatable content, and communicate clearly in their own language. Soft2Bet realises this and understands that these details build loyalty, drive long-term retention, and differentiate the brand in competitive markets.

It’s also critical that the product can handle quick regulatory changes without requiring extensive redevelopment. Bonuses, loyalty schemes, and marketing content should all be easily updateable or adaptable. Responsible gaming measures, such as clear deposit limits, self-exclusion tools, and transparency regarding data usage, should be integrated from the outset, enabling operators to stay compliant, maintain player trust, and ensure steady growth.

Additionally, designing products with built-in flexibility makes it easier for operators to enter new markets efficiently. They can avoid extensive technology changes, which means quicker launches and lower operational risks. Ultimately, this adaptability supports sustainable, long-term expansion.

How was MEGA designed and for what purposes?

Yoel Zuckerberg: Soft2Bet’s MEGA was designed as a standalone, API-based gamification solution to boost engagement for casino and sportsbook brands. Operators can easily integrate MEGA into their existing platforms through a single API, helping them capture player attention in the same way streaming services or social media do.

At Soft2Bet, we developed MEGA in close collaboration with our compliance teams, aligning each feature with current and anticipated regulatory requirements. This ensures that operators can confidently introduce gamified elements, such as quests, achievements, leaderboards, and tailored rewards, knowing they're fully compliant and risk-free from day one.

Crucially, by embedding compliance directly into MEGA’s structure, Soft2Bet empowers operators to innovate safely, reducing the time, costs, and complexity typically associated with adapting products to regulatory changes. This integrated approach allows operators to sustainably scale their offerings while maintaining both player engagement and regulatory trust.

What potential benefits does this balanced innovation approach offer to fast-growing markets and operators aiming for sustainable expansion?

A balanced approach to innovation enables operators like Soft2Bet to grow sustainably, particularly in rapidly expanding markets. By building compliance directly into innovative products, operators reduce the risk of regulatory issues. This makes expansion smoother and helps prevent costly disruptions or fines.

Additionally, combining engaging gameplay with responsible gaming features helps operators build lasting trust not only with their players but also with local regulators. This trust leads to stronger brand loyalty, higher retention rates, and more stable long-term revenue growth.

The success of this balanced approach is clearly demonstrated through Soft2Bet’s B2C brands, Betinia and CampoBet. Both brands have performed exceptionally well in highly competitive Nordic markets, driven by MEGA’s engaging yet compliant gamification elements. Soft2Bet’s approach was recently recognised industry-wide, with Betinia winning the 'Innovation in Casino' category at the EGR Marketing & Innovation Awards 2025, and Soft2Bet named 'Innovator of the Year' at the SBC Europe Awards 2025.

Ultimately, a balanced innovation approach equips operators with a reliable and adaptable foundation, allowing them to confidently enter new markets, swiftly respond to regulatory shifts, and remain competitive without compromising compliance or player satisfaction.

What are the benefits of a compliance-focused product mindset?

Yoel Zuckerberg: A compliance-focused product mindset offers significant advantages for operators seeking smooth market entry and stable growth. By integrating compliance directly into the product development process from the outset, teams can avoid unnecessary rework, reduce legal risks, and simplify the journey into new markets.

This proactive approach promotes closer collaboration between teams at Soft2Bet, particularly product, compliance, and development, creating greater alignment and operational efficiency. This enables Soft2Bet to anticipate and respond quickly to regulatory shifts without disrupting user experiences or operations.

Crucially, adopting compliance as a foundational principle doesn't restrict innovation; it actively encourages it. Clear regulatory guidelines empower our teams to confidently explore creative opportunities, develop unique and engaging gaming features, and consistently stay ahead in highly competitive and fast-evolving markets. Ultimately, this mindset provides both regulatory peace of mind and sustained player satisfaction, which are essential for long-term success.

What is the role of innovation in this process?

Yoel Zuckerberg: Innovation plays a crucial role in empowering operators like Soft2Bet to develop products specifically tailored to modern player expectations and market dynamics. This approach allows operators to create highly personalised gaming experiences, delivering targeted content, promotions, and rewards that closely match individual player preferences.

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Crucially, innovation transforms regulatory requirements into creative opportunities rather than limitations. Soft2Bet’s teams see compliance guidelines as frameworks that inspire imaginative solutions and engaging gameplay. Adopting this mindset helps us continuously evolve our products, improve user experiences, and stay competitive, all while remaining fully compliant and prepared for future regulatory changes.

Will MEGA also be offered in the Italian gaming market?

Yoel Zuckerberg: We’re continuously assessing how to bring MEGA to new markets based on demand, regulatory opportunities, and strategic goals. Italy is a key market for Soft2Bet, and we’re always striving to enhance our offering in this market, with many opportunities to excel with the innovative technologies and vast online audience 

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