Our CMO, Magdalena Frankowska, reflects on her first year at Soft2Bet and discusses her achievements, challenges, as well as the latest marketing trends in this interview.
What would you consider to be your most significant achievement during your first year at Soft2Bet?
Soft2Bet has made many significant strides in the industry in terms of marketing. One example is the launch of a large promotional campaign in Sweden for one of our top brands, Betinia.
In the Betinia campaign, we made use of a full marketing mix, with above and below the line marketing across multiple channels. We collaborated with the country’s largest TV network to run the Betinia TV commercial. We also made use of other marketing channels such as out of home billboards or banners on Sweden's popular news sites. Social media has also played an important role in our channel mix, where we focused mainly on Facebook but also started a bit of snapchat.
We have also removed our dependencies on external marketing agencies and brought our digital marketing efforts in-house. In doing so, our team has become far more data-driven and responsive to ever-changing daily challenges. Each team focuses on reaching its targets & KPIs in order to maintain profit margins.
We have also been focused on defining our brands' approaches for our key markets. We are continuously developing our flagship strategies and support it with future plans by even heavier AtL investments. In fact, next year we plan to invest largely in sponsorships across all the regulated European markets to help our brands become even more established flagship brands.
What is the most challenging part of your job as CMO at the company?
I would say being able to dedicate enough time and personal touch to numerous teams in different locations. Soft2Bet has grown substantially over the last few years and we have welcomed many talented people into the company. Our teams are located in Cyprus, Bulgaria, Malta and many are also remote all over the world.
Although, Covid taught us how to work online in more effective ways, it can still be challenging to connect with everyone in the same way and to dedicate the same amount of attention to each team. Saying that, I try to engage with as many people as I can and make personal relationships my priority. When I’m not on frequent online calls with my different teams, I often travel to our different offices to take time and connect with my team members.
What are the latest marketing trends that are happening in the iGaming industry?
I wouldn't say in iGaming only but generally online. We have a constantly changing landscape where we compete for the attention of customers; so Playstation, Ticktock or Netflix are now our direct competitors where we compete for share of time.
Doesn’t help that these platforms, which we also heavily rely on advertising, compete with each other e.g. Apple blocking facebook cookies or Twitch stopping igaming streaming.
What are the most important channels (online or traditional) that Soft2Bet chooses to focus its marketing on?
Soft2Bet prides itself on its ability to create new technology in-house, in order to bring more exposure to our products via word of mouth and PR.
The company also places an emphasis on our affiliate partners, investing in them heavily, both marketing spend wise and relationship wise. Affiliate marketing brings us vital exposure and traffic to our brands, enabling Soft2Bet to achieve growth, especially in new markets.
SEO, this is particularly important for markets that are not as developed as for example the nordics and it is easier to build keyword rankings.
Social Media is a key channel our marketing department focuses on. This serves as a great way to communicate thoroughly and frequently with our customers, keeping them up-to-date with our latest offers and news.
In your opinion, what makes Soft2Bet’s company stand out from its competitors?
Since its formation, Soft2Bet has worked to establish itself as a leading innovator in the field of iGaming, and our product truly reflects that. We have hired amazing teams that consist of the top people in the industry who are committed to providing players and our partners with the best tailor-made online gaming solutions the sector has seen.
Soft2Bet’s emphasis on innovation continues to be seen in its brands, through the creation of custom gamification features from scratch. It then approaches the advertising of its brands in accordance with each market’s requirements. At the same time, we know that our main aim is to connect with our customers so we go above and beyond to establish this connection in a fun and personal way.
We also have an outstanding PR team that perpetuates Soft2Bet’s public image and shares the company’s message and vision for the future of the industry. Soft2Bet’s stands at the many events we frequent (like ICE, SBC, ASEAN Gaming Summit and more) are also a terrific representation of the operator group’s passion for gaming and our efforts to collaborate with the leading figures in the industry.
How can marketing help in building trust with one’s target audience?
In the last 6 years Soft2Bet has presented itself as a legitimate and trustworthy figure in the sector, through its use of the right marketing strategies.
The company has made it its mission to build trust with its audience through educating them about its various products and their unique selling points. As mentioned previously, our brand Betinia is a great example of this.
CRM is also pivotal for our brands. Our CRM team creates personalised omni-channel campaigns in order to increase customer loyalty and engagement. Their VIP-oriented CRM activities pay special attention to the most active and loyal clients, with geo-targeted and special ad hoc promotions designed to fit players' preferences and boost their experience.
Establishing trust with one’s partners is also vital in the industry we operate in. We are known for throwing Networking Events in order to show its appreciation for our partners’ continued support. Afterall, they have helped us become the force we are today.
What are your marketing plans in 2023?
The company continues to look to the future and plans on increasing its market share through its expansion into promising markets. In fact, the current increase in regulated markets provides the perfect opportunity for Soft2Bet to expand, targeting new audiences and increasing its player base. In this case, entering into new strategic partnerships with partners in the industry is a vital component.
Soft2Bet is also intent on building even better marketing technology that is highly data-driven and centres around user predictive modelling. We marketers need to be ready for the cookieless world and have the technology to target customers based on their preferences as well as be able to provide best experiences to existing customers based on data.