Soft2Bet is officially entering the U.S. market, starting with the launch of a new online casino and sportsbook brand in New Jersey this summer. Backed by a recently signed licensing agreement with Caesars Entertainment, the company is preparing for its first American debut with a tailored, mobile-first experience. More information about the launch and future investment opportunities is available at https://www.soft2bet-invest.com/.
Alongside the rollout, Soft2Bet will also introduce the Soft2Bet Foundation — a program focused on promoting responsible gaming and supporting social initiatives in local communities.
Not Just Another Platform
Soft2Bet isn’t aiming to blend in with the crowd. The company’s new U.S. brand has been developed from the ground up for users who expect sleek design, fast interfaces, and meaningful engagement.
“We’ve built this for the generation that lives on mobile,” said Martin Collins, Chief Business Development Officer. “It won’t look or feel like a typical sportsbook or casino. We’re bringing something new to the table — something that reflects what players actually want.”
Gamification That Goes Beyond the Basics
A major part of Soft2Bet’s strategy is its proprietary MEGA platform — short for Motivational Engineering Gaming Application. It integrates elements from gaming, social apps, and e-commerce to create a more engaging and personalized experience for players.
CEO Uri Poliavich believes MEGA will resonate with American users: “This isn’t a gimmick. It’s a proven system that increases engagement, boosts retention, and makes the user experience more fun.”
MEGA’s impact has already been significant — a 400% increase in user session time, 65% lift in NGR, and a 50% increase in deposit rates in existing markets.
Timing the Market Right
Soft2Bet’s entry comes at a moment when several large operators have scaled back their U.S. operations. That shift has created space for more agile, tech-savvy companies to offer something fresh — and more cost-effective.
“This is the right time for us,” said Collins. “We’re coming in with a leaner model, better margins, and a product designed for today’s players.”
With more U.S. states expected to legalize online casino play in the coming years, the company sees long-term growth potential well beyond New Jersey.
Focused on New Jersey, but Thinking Bigger
New Jersey is just the beginning. Soft2Bet is actively exploring new opportunities across the U.S., including future partnerships and possible acquisitions.
“We’re looking to build strong, strategic relationships,” Collins noted. “Our collaboration with Caesars is a great starting point, and we’re open to working with other operators who align with our approach.”
Standing Out in a Crowded Field
With well-established names like DraftKings and FanDuel already dominating the New Jersey market, Soft2Bet knows it’ll need to do more than show up — it has to offer something different.
“We’re not here to copy what’s already been done,” said Collins. “We’re focused on localization, smart design, and a player experience that feels fresh. That’s where we see the opportunity.”
Rather than competing on volume or marketing spend, Soft2Bet is betting on product quality, agility, and a gamified model that’s already proven its value in international markets.
