You have accumulated over 15 years of experience in the gaming sector. When you take a look back, what would you say were your main learning over the years?
With over 15 years in the gaming sector, I’ve learned several key lessons. Navigating the complex, ever-changing regulatory landscape is critical for long-term success. Responsible gambling practices are fundamental for ethical conduct. Keeping up with technological advancements like AI and mobile apps is essential for meeting consumer needs. Data analytics play a crucial role in understanding customers and staying competitive. A customer-centric approach is vital for building trust and maintaining a positive reputation. Finally, effective marketing and customer acquisition strategies are necessary in this highly competitive industry.
Less than a year ago, you entered Soft2Bet as the CPO. What surprised you the most about the company and what do you think have been your contributions during these months?
When I joined Soft2Bet as the CPO less than a year ago, I was pleasantly amazed by the company’s commitment to innovation and its dynamic and agile approach to product development. Soft2Bet has a strong focus on staying at the forefront of the iGaming industry, and its willingness to embrace emerging technologies and trends was truly impressive. One of the most surprising aspects was the company’s dedication to creating a customer-centric environment. Soft2Bet places a strong emphasis on understanding player needs and preferences, and this customer-centric approach permeates the company’s culture. It was refreshing to see how closely the team listens to user feedback, and utilizes it to drive product improvements. In terms of my contributions during my time at Soft2Bet, I’ve been working closely with the product development teams to streamline processes and enhance the overall product portfolio. This has included implementing data-driven decision-making procedures, refining the product roadmap, and prioritizing features and enhancements that align with the company’s strategic goals. I’ve also focused on fostering cross-functional collaboration within the organization, bringing together product, engineering, design, and marketing teams to work cohesively towards delivering exceptional user experiences. By encouraging a collaborative environment, we’ve been able to accelerate product development timelines and improve product quality. We’ve also been working on expanding Soft2Bet’s product offerings into new markets, ensuring that our portfolio remains competitive and compliant with local regulations. Overall, it’s been an exciting journey at Soft2Bet so far, and I’m proud of the strides we’ve made in a relatively short time. The company’s dedication to innovation and its strong focus on the customer have allowed us to achieve significant milestones, and I look forward to continuing to contribute to Soft2Bet’s growth and success in the dynamic iGaming industry.
In-house platform and CMS, casino and sports betting solutions, turnkey solutions, KYC and risk management, and more. Your company offers a really wide range of products to customers. What business units are being most in demand right now? What differences can you find in the use of these solutions between markets such as LatAm and the USA?
Our busiest business units at Soft2Bet currently are the legal, compliance, product, and technology departments. They are focused on entering new regulated markets and are currently working on regulations in six diverse territories, including Denmark, Sweden, Romania, Ontario, Portugal, and Greece. When it comes to differences between markets like LatAm and the USA, they range from varying regulations and consumer preferences to several payment methods and cultural factors. Additionally, the competitive landscape and market maturity can differ, influencing demand for specific solutions. It’s essential for iGaming companies to conduct thorough market research and tailor their product offerings and strategies to meet the unique needs of each region in order to succeed globally. Monitoring industry news and trends is also crucial for staying current with evolving market demands.
You have recently declared that you see “the greatest potential in gamification.” How can an operator offer more interactivity to its users and how do you design your products to help them in that regard?
The greatest potential in gamification lies in its ability to make gaming platforms more interactive and engaging. It offers a departure from the monotonous, ‘spin-and-win’ mechanics we’ve all grown accustomed to. At Soft2Bet, we focus on incorporating gamification principles that offer a dynamic gameplay experience, whether it’s through our real-time claw machine game, “Bonus Crab,” or “Betinia Stadiums,” which links sports with virtual stadium building. These features provide that extra layer of interactivity which enriches the user experience, encouraging them to engage more deeply with our products.
While Soft2Bet advances in markets such as Europe, the USA and LatAm, among others, the process of developing products that adjust to what the bettors of each territory need is becoming increasingly difficult. When your company talks about localization and customization strategies, what do you mean, specifically, considering a competitive and diverse scenario?
Localization and customization are essential strategies to ensure our products resonate with various markets, from Europe and the USA to LatAm. We go beyond language translations to adapt our products to cultural nuances and regulatory requirements. Take, for example, our Betinia project specifically tailored for the Swedish audience. The game offers engaging challenges and rewards while adhering to the stringent regulatory landscape, which earned it the title of ‘Best User Experience’ brand by a Swedish affiliate. Innovation and compliance can walk hand in hand, and I’m proud to say that we at Soft2Bet know exactly how to achieve it.
Taking a look into the future, how can you think and create gaming products that understand and adapt to the changing habits of the new generations, less loyal to brands and more determined to generate their own content rather than receive it from third parties?
The challenge of catering to new generations that are less brand-loyal and more content-driven is certainly a complex one. Our approach involves blending iGaming with various other gameplay niches, like mobile casual games or console experiences. This not only diversifies the gameplay, but also appeals to the ‘creator’ instinct in newer generations. Features like “City Builder,” which combines a Roman city-building experience with an online casino, are prime examples. By offering gaming experiences that allow players to create, build, and engage in novel ways, we can better adapt to the changing habits and preferences of future generations.
