Companies in today’s digital landscape are usually known as B2B or B2C. But this is not the case when with Soft2Bet which is an absolute star in the two sectors. This dual focus isn’t a limitation—it’s the secret to their success, explains Martin Collins, Soft2Bet’s Chief Business Development Officer. This kind of direct consumer engagement will provide insights that they can use to improve their B2B services, he thinks. “With our upcoming Q1 2025 B2C launch in New Jersey, engaging with end users will help us to tailor our products to local market needs which will ultimately benefit our B2B customers,” he said.
Disruptive Retention: From Bonuses Towards Gamification
Standard B2B approaches focus on maximizing revenue across a client’s customer base and B2C strategies are formulated for the end-user experience to be optimized. According to Collins, most U.S. operators still don’t deliver authentic customer experience. He points out that U.S. players tend to open four to five accounts in order to take advantage of multiple bonuses — whereas two or three accounts is typical in Europe. As Collins explained to me, this focus on bonuses results in a “race to the bottom,” which incurs high customer acquisition costs and leaves brands constantly having to offer new promotions.
On the contrary, Soft2Bet is changing the way customers are retained, putting innovative interaction at its very core. Their approach involves gamification, adding all the vital components of a casual game to the casino experience, and establishing deeper, longer connections with its users. This approach has delivered better retention in U.S. and European markets than traditional sports betting or casino products.
Benefits of Soft2Bet’s Gamification Strategy:
- Improved Engagement: Increases average screen time from 15–20 minutes to 75 minutes.
- Cost Efficiency — Moving away from high-cost bonus strategies and lowering user acquisition costs.
- Deeper Relationships: Develops individualized player journeys and defines strong retention frameworks.
- Competitive Edge: Changes the competition from traditional gambling sites to digital behemoths like Netflix and TikTok.
Soft2Bet’s innovative move to transition from a bonus-led strategy to one focused on gamification highlights the need to appreciate consumer behaviour and provide a compelling digital experience. Utilizing these cutting-edge engagement strategies, Soft2Bet is establishing new industry standards and revolutionizing client retention in the ubiquitous U.S. iGaming sector.
