Soft2Bet, a rapidly expanding global iGaming solutions provider, has announced its ambitious plan to penetrate the U.S. market, beginning with a significant launch in New Jersey. The move is facilitated through a strategic market access agreement with Caesars Entertainment, setting the stage for the summer 2025 debut of its innovative Motivational Engineering Gaming Application (MEGA), following anticipated regulatory approvals.

A strategic entry into the U.S. market:

Soft2Bet’s foray into the U.S. is marked by the introduction of a brand-new iGaming brand that promises to redefine player engagement through gamification. Uri Poliavich, the company’s founder and CEO, emphasized the groundbreaking nature of this expansion: “As a global company with a proven history of success and innovation, our plans to launch in the U.S. is monumental for Soft2Bet and our continued growth,” he stated. “We are set to redefine gamification here in the U.S. and ultimately provide players with an incredible gaming experience with the debut of a new and transformative iGaming brand this summer.”

The launch will showcase Soft2Bet’s MEGA product, which has revolutionized gamification in the gaming industry since its introduction in 2023. The technology has enhanced user engagement significantly, evidenced by a 400% increase in screen time and notable improvements in net gaming revenue (NGR), deposit amounts, and average revenue per user (ARPU). This innovative approach has been met with acclaim, receiving multiple industry awards, including accolades at the Global Gaming Awards EMEA 2025.

David Yatom, Soft2Bet’s General Counsel, outlined the strategic considerations behind choosing New Jersey as the entry point into the U.S. market. He described the state’s gaming environment as mature and receptive to European operators, making it an ideal launching pad for their U.S. operations. “The strategy is to take it slow,” Yatom explained in the company’s press release, published via PR Newswire, noting the competitive and costly nature of the U.S. market. He added that the partnership with Caesars Entertainment would be crucial for navigating regulatory challenges and implementing responsible gaming initiatives effectively.

Customization and local adaptation:

Soft2Bet’s approach in the U.S. will focus on customization to meet local preferences, a strategy it successfully employed in Ontario with the Tooniebet.com brand. Yatom highlighted the importance of adapting offerings to align with local market demands, stating, “We won’t just duplicate what we’ve done elsewhere. Each market requires a different approach. In the U.S., we will tailor our offerings, like the type of games, the bonuses, even the user experience, to align with local preferences.”

As Soft2Bet prepares for its New Jersey launch, the company is already eyeing further expansion across the U.S., with states like Pennsylvania and West Virginia on the radar for future growth. The strategic partnership with Caesars and the successful implementation of MEGA are expected to bolster Soft2Bet’s profile as it navigates the competitive landscape of the American gaming sector.

ElaBet: setting new standards in Greece:

Parallel to its U.S. expansion, Soft2Bet has launched ElaBet.gr, a localized online gaming platform tailored for the Greek market. This platform features Greek-speaking live casino tables and three exclusive games inspired by Greek mythology: Gates of Hades, River of Styx, and Medusa’s Madness. Poliavich noted, “We are not just launching a product. We are setting a new benchmark for the gaming industry in Greece. ElaBet.gr represents the highest standards of innovation and compliance, achieved through exceptional teamwork across our product, compliance, and marketing departments.”

This launch is a continuation of Soft2Bet’s strategy to expand its footprint across European markets, building on its significant presence in Sweden, Denmark, Romania, and Malta. The ElaBet platform is designed to meet the stringent standards set by the Hellenic Gaming Commission and to respond effectively to both regulatory expectations and market demands in Greece.