Soft2Bet has signed a multi-year turnkey agreement with leading Nigerian media company Channels Media Group to provide its powerful platform solution and Managed Services in the largest regulated market in Africa.
As part of the deal Soft2Bet will power Waddibet.com/ng, Channels Media Group’s online sports betting and casino offering, driving value for the group by managing its entire customer acquisition and retention strategy through its market-leading ‘Managed Services’ offering.
The partnership will make full use of Channels local knowledge and Soft2Bet’s online sports betting and casino expertise as the broadcaster leverages its reach to deploy Soft2Bet’s Motivational Engineering Gamification Application (MEGA), the gamification solution that enables operators to deliver market-leading ROI by providing quality content and driving player engagement in regulated jurisdictions.
Regulatory expansion
Soft2Bet’s regulatory footprint grew significantly in 2023 as the group entered major markets like Sweden, Denmark, Romania and Italy and in 2024 this has continued and it is set to forge ahead on this path with worldwide expansion into Africa’s largest economy and most populous country with Channels TV.
As the company executes on its strategic roadmap throughout 2025 it will continue integrating new partners to its B2B platform and adding to its content library to deliver the richest and most complete turnkey solution for its partners.
Martin Collins, Chief Business Development Officer of Soft2Bet, said: “As a group, Soft2Bet is truly delighted to announce its first African partnership with a high-calibre media partner like Channels TV. Nigeria is the continent’s largest economy and a vibrant market and the combination of Channels TV’s strong brand equity and our highly localised and powerful solutions will deliver strong growth in this major market.”
Tobi Momoh, Group Strategist & Consultant of Channels Media Group, added: “Our joining forces with Soft2Bet will see us blend our local expertise with their cutting-edge online sports betting and casino operations. We’re also highly excited at the thought of integrating Soft2Bet’s MEGA gamification and are confident in our ability to deliver premium content and elevate player engagement across this market. Together, we’re committed to setting new industry standards and establishing a leading iGaming brand that will provide unmatched entertainment to our players.”
About Soft2Bet
Soft2Bet is a leading iGaming turnkey solutions provider that delivers high-quality products and services for online gambling operators.The company is known for its Motivational Engineering Gaming Application (MEGA), proven to enhance retention and engagement. Soft2Bet has deployed numerous successful iGaming brands and holds more than 13 global licences.
About Channels TV
Channels Television is a multiple award winning 24-hour news and media organisation which
was founded in 1992 by Nigerian veteran broadcasters and business moguls: John Momoh and
Sola Momoh. The Company commenced operations in Lagos, south western Nigeria and has
since grown to be a Network, covering all the states of the federation and extending its services
to the African continent and the rest of the world via cable, digital and satellite. The station also has stringers and affiliates in
Africa, with bureaus in Johannesburg, London, Dubai and Washington DC. Operating in
Nigeria’s hugely popular broadcast media market, Channels Television is the first and only
thriving national TV brand, dedicated solely to the dissemination of news. Channels TV is
recognised as the most trusted news organisation in Nigeria.
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