After expansion last year, what can you tell us about any potential market entries for Soft2Bet in 2026?

We are entering 2026 with a focus on scaling what is working in existing markets and bringing the same disciplined approach to new ones, with localisation, payments, KYC and responsible gaming built in from day one.

Alongside growing Betinia, Campobet, Swiper, Don.ro, and Elabet, we are building new brand concepts for specific audiences. Across every launch, we deliver a hyper-local experience with native-language support and market-specific configuration. MEGA powers missions, challenges and personalised rewards across the casino and sportsbook, lifting engagement and retention. We will share market specifics once key licensing milestones are secured.

How do you feel your sports sponsorships, such as ToonieBet in Ontario and Betinia and Campobet in Scandinavia, defined Soft2Bet’s brand exposure strategy last year?

They reinforced the principle that sponsorships work best when they support the product and the player journey. In Ontario, ToonieBet’s partnerships with the Canadian Football League and the Ottawa Senators powered us to connect with local fans and build recognition through activations that feel genuinely local. That momentum was recognised by the industry too, with MEGA shortlisted for Product Innovation of the Year at the Global Gaming Awards Americas 2025.

In Scandinavia, Betinia and Campobet proved the same approach at scale. When brand, design and offer align with local preferences, we build community and strengthen long-term connections. We backed that with a secure, fully compliant experience built around responsible gaming and MEGA-driven mechanics that keep players engaged.

Are there any further sponsorship activation plans on the horizon?

We are exploring additional sponsorship activations while remaining selective, choosing partners that strengthen each brand locally and deliver tangible value for fans and players.

In the near term, our leading brand CampoBet will soon announce new campaign activity with our official brand ambassador Diego Simeone. We will also support and help power the SBC Legends match at SBC Lisbon, 
an important moment for the industry and closely reflects our brand values.

Do you feel that successful branding in the gaming industry is now more powerful and important than ever? And, if so, why?

Yes. In key markets, products can easily look similar, especially when several sportsbooks and casinos launch simultaneously. When products start to look similar, successful branding is what makes a player more likely to give you a try and return repeatedly. It influences who players trust and where they choose to play over time.

Acquisition is also expensive. In 2024, according to the American Gaming Association (AGA), dedicated sports betting ads increased by 5%, with revenue rising 24.8% to $13.78bn.AGA and Nielsen data also show TV ad units dropped 17% year over year in 2024, while spend increased 1% from 2023. That is why we place such emphasis on design, trust, MEGA-led engagement and strong responsible gaming compliance at the core.

Do you feel that EMEA is still a region that holds the highest potential for iGaming growth, especially in comparison to the US?

EMEA remains a major opportunity, particularly in Europe, where regulation is mature and demand is steady. Mordor Intelligence forecasts Europe’s online gambling market at $50.19bn in 2026, rising to $68.19bn by 2031.
North America is a priority as well, but the US grows state by state with varying rules. In EMEA, success comes from localisation and compliance at speed. That is where our platform and MEGA help us deliver a tailored experience with responsible gaming built in.

Do you think Soft2Bet’s approach to compliance and innovation will be altered at all by tightening restrictions in the EMEA market?

Tighter rules in EMEA play to our strengths. We build for markets with responsible gaming controls, clear player protections, and operational processes that align with local requirements at launch and as frameworks evolve.

Innovation continues, with a stronger focus on product-led growth amid tightening marketing restrictions. That means investing in design, UX, and MEGA-driven gamification that support retention through missions, challenges, and personalisation within local rules. We also stay active in industry initiatives, including academies and roundtables, to help raise standards across the sector.