At Soft2Bet, we build protection into product design, data, and everyday decision-making, so every player can enjoy our products sustainably and with complete information. Controls are straightforward, easy to find and simple to set.

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We monitor behaviour for early signs of risk and step in with timely, human support. Through MEGA, our gamification suite, we design player journeys that surface control tools, such as reality checks, limits, and time-outs, at the right moments. We encourage two-way contact, invite replies to our messages and follow up when needed. We explain risks in a manner anyone can understand and link directly to independent help whenever it is required.

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Compliance governs how we design and operate across various markets. Our teams are trained to recognise and escalate concerns, and we only launch features that meet both our entertainment and safety standards. If we cannot deliver both, we do not launch. This clarity ensures every product is built with player safety in mind.

Core pillars of our responsible gambling strategy

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1) Prevention through awareness and education

We explain gambling risks and control tools in clear terms so players can make informed choices from the outset. If players need help, they can easily find guidance on our Responsible Gambling pages, and we reinforce this with in-product reminders on how to set and adjust controls. Internally, we run scheduled training and awareness campaigns so customer-facing, product and marketing teams recognise risks and can communicate them clearly. We aim to prevent harm before it occurs by keeping players informed and teams well-prepared.

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2) Early detection and intervention

Our in‑house monitoring and flagging system tracks behaviour and highlights unusual changes that may indicate risk. When a signal appears, specialists review the account, consider prior interactions and any affordability information, then decide the appropriate next step. Interventions are timely and empathetic, from informative messages that point to tools, to duty of care calls and tailored prompts that encourage safer choices. Where needed, we apply restrictions that prioritise safety.

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3) Player empowerment and control

We provide a comprehensive set of controls, allowing players to manage their activity in a way that suits them. These include deposit limits, loss limits, time-outs, reality checks, and self-exclusion, all of which are available on our Responsible Gambling page. We encourage their use through on‑site messaging and direct outreach, and we refine the experience using player feedback and established best practices. 

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4) Collaboration and continuous improvement

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We work with external partners and trusted support organisations to enhance our approach and to signpost help when needed. Internally, we review and audit our processes at regular intervals to confirm that policies are applied consistently and interventions are effective. Findings are shared across compliance, product, marketing, CRM and customer support, so lessons feed back into day‑to‑day operations. This maintains strong player protection across the markets in which we operate, enabling us to continually raise our standards.

Regulation and Governance

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How do we ensure compliance across different markets?

We release products only when they meet both regulatory and player‑protection standards. Compliance is integrated into delivery, not set aside. A central team sets policy and control standards, while market specialists translate local rules into clear actions for product, payments, marketing, CRM and customer support. Every change follows a consistent path: risk assessment, technical testing, and a documented compliance review with sign-off, all of which must be completed before going live.

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Day-to-day, we monitor key controls, maintain evidence for audits, and produce regular reports to identify issues early and resolve them promptly. Customer‑facing teams complete role‑based training with refreshers on responsible gambling, KYC and AML. Partners go through due diligence and ongoing monitoring. We run scheduled internal reviews and, where required by licence or policy, use independent testing. Incidents follow a structured process with root‑cause analysis and lessons fed back into the roadmap.

We maintain open lines of communication with regulators through routine returns, timely notifications, and transparent remediation when needed. Engagement tools, including MEGA, are configured to respect market‑specific limits on incentives and communication. We run key responsible‑gambling and compliance functions in-house, which keeps accountability with us and speeds up improvements.

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What regulatory requirements have most influenced our approach?

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• KYC and age verification: We verify identity and age before granting access to gambling or processing withdrawals, depending on local regulations and refresh checks when risk levels change
  
  
• AML and CTF obligations: We screen customers, monitor transactions, escalate concerns and keep clear records, including required reports
  
  
• Affordability and risk checks: We assess play against risk triggers and, where necessary, conduct financial risk assessments to guide our interactions and set appropriate limits.
  
  
• Self-exclusion and time-outs: We offer straightforward options for self-exclusion or taking a break, and integrate with national schemes where available. Marketing to excluded customers is blocked
  
  
• Safer gambling interactions and tools: We identify markers of harm and respond with timely, empathetic contact. Limits, time‑outs and reality checks are easy to set and review
  
  
• Marketing and bonus rules: We use clear terms, fair conditions, and opt-in consent, and exclude vulnerable or self-excluded audiences
  
  
• Technical standards and change control: We follow defined change management procedures, maintain detailed logs, and, where required, utilise certified testing to validate fairness and platform updates
  
  
• Data protection: We apply GDPR principles, limit data to what is necessary, secure it properly and respect retention periods and access rights
  
  
• Complaints and dispute resolution: We handle complaints fairly and in a timely manner, and work with accredited dispute resolution bodies where the market requires it
  
  
• Record-keeping and reporting: We maintain accurate, searchable records to demonstrate compliance at any time

This structure ensures consistency across markets, promptly adapts to local rules, and guarantees that player safety is considered in every product decision, customer interaction, and campaign.

Technology and Processes

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What systems or tools do we use to identify risky or harmful gambling behaviour?

We use an in‑house monitoring and flagging system designed to identify potential markers of harm. It builds a baseline for each player over time and highlights unusual changes or emerging patterns that may indicate risk. Alerts include the evidence that triggered them and are prioritised by risk level, so specialists review the appropriate cases first.

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Customer‑facing teams receive regular training on behavioural indicators linked to gambling‑related harm and on how to raise concerns accurately. If a concern is generated by the system or reported by a team member, it follows defined escalation routes to our specialised Responsible Gambling team for prompt review and action.

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We conduct scheduled tuning and quality checks, review the outcomes, and adjust thresholds in line with established best practices and player feedback. Records of flags, reviews and decisions are maintained so we can evidence our actions and learn from each case. Where appropriate, the marketing contact is paused during the review process.

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What is the process for intervening when a player shows signs of risk?

When a case is raised, our Responsible Gambling team completes a full review of the account. The team considers recent activity against the player’s baseline, any available affordability information, and any previous interactions with customer support. This builds a clear picture of why the concern has been raised.

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We then determine a risk level and apply the appropriate response. Interventions include informative emails that point to control tools, personalised duty of care calls and in‑play prompts with relevant questions that encourage safer choices. Where needed, we set or tighten controls such as deposit or loss limits, time‑outs or reality checks. Serious concerns can lead to full account restrictions or closure to protect the player. All steps are recorded and reviewed for consistency and accuracy.

Player Support

What tools do we provide to players to manage their gambling, and how do we encourage their use?

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Players have access to a full set of controls: deposit limits, loss limits, time‑outs, reality checks and self‑exclusion. These tools are available on a dedicated Responsible Gambling page, which explains how each control works, highlights healthy play habits, and lists warning signs. The page also links to independent support organisations.

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We actively encourage use through tailored communications. Players receive reminders and prompts within the product and can seek assistance from customer-facing teams. With MEGA, we place reminders and breaks at suitable moments in the journey, so setting a limit or taking time out is quick and simple.

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How do we support players after an intervention or self‑exclusion?

After any intervention or a self‑exclusion request, we continue to prioritise the player’s well-being. We provide direct links to trusted support services and treatment centres, and maintain respectful communication, keeping it limited to essential information. We do not send marketing during any exclusion period. When a return to play is appropriate, we guide the player to set or review limits and to use time‑outs and reality checks to stay in control.

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What sets us apart

We centre the player experience and design for healthy engagement. The goal is not to drive more play at any cost but to give people the means to control time and spend. We prefer to run key responsible gambling functions in‑house, including training and Responsible Gambling operations. That keeps accountability with us, speeds up improvements and helps us align tools with how our products are built.

Internal Collaboration

How do the responsible gambling and compliance teams work with product, marketing, CRM and customer support?

Responsible Gambling and Compliance sets policy, thresholds and checks. Product and engineering build controls into the platform, making them easy to find and use. Marketing and CRM plan campaigns that honour exclusions, suppression lists and consent, and they avoid any contact with at‑risk or self‑excluded players. 

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Customer support is the front line: agents are trained to recognise concerning behaviour and escalate it through clear routes. Results from reviews and audits are shared across teams, allowing lessons learned to be incorporated into roadmaps, campaign planning, and training.

Measurement and Impact

What metrics do we track to measure the effectiveness of our responsible gambling efforts?

Our monitoring system tracks behaviour over time so we can see how players respond to support. We watch usage of control tools, changes in frequency and spend, and activity after an intervention. We also record the outcomes of interactions, direct responses from players and feedback from customer‑facing teams. Together, these measures indicate whether safeguards are adequate and where improvements are needed.

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What results or improvements have we seen from recent initiatives?

After introducing a more structured, data‑led approach to monitoring, we have seen encouraging outcomes. Interventions have helped many players moderate their activity and return to earlier, healthier levels of play. Awareness and use of control tools have increased, which suggests our education and prompts are landing as intended. These signs support the effectiveness of a proactive, player‑focused approach.

Future Outlook

What improvements or innovations are coming in the next year or two?

We will continue to refine what works. Monitoring thresholds will be adjusted, case guidance will be improved, and training will be extended for customer-facing teams. We plan to make control tools even easier to use within normal product flows and to test more timely prompts so players can set limits or take a break without friction. We will also continue to strengthen signposting to independent help.

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What are the biggest challenges in advancing responsible gambling today?

Rules differ by market and change quickly, so staying aligned across licences is a constant task. We must be able to highlight the signs of problem behaviour, but doing this in a manner that doesn’t interrupt play unnecessarily is always a difficult balance to strike. It also requires ongoing effort to maintain relevant and respectful contact without adding unnecessary friction. Finally, measuring long‑term outcomes from interventions involves patience and careful analysis.

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