In the current digital environment, all businesses are commonly categorized either as B2B or B2C, but Soft2Bet manages to be successful in both areas. “Our dual focus isn’t a limitation — it is the cornerstone of our success,” as Martin Collins, Chief Business Development Officer at Soft2Bet puts it. He feels that by getting direct contact with consumers, it will provide important validators that can be used to improve its B2B service. “By engaging end users, we will be able to develop our products to local market demands which will benefit our B2B partners as we prepare for our Q1 2025 B2C launch in New Jersey,” said Collins.
Retention Reinvented: From Bonuses to Gamification
The traditional B2B model seeks to maximize revenue, often from a client’s customer base; the B2C approach aims to optimize the end-user experience. But according to Collins, many U.S. operators still haven’t reached authentic customer engagement. Personal screen scraping views are very different between US and Euro players; for example, US players open 4-5 accounts on various bait-and-switch bonuses within the market while Euro players generally only maintain 2-3 accounts. This bonus-structuring ultimately leads to a “race to the bottom,” causing high customer acquisition costs and needing to consistently offer incentives.
Soft2Bet, on the other hand, is revolutionizing customer retention by welcoming novel engagement. Their approach is based on gamification, which is the use of the most important features of casual gaming to be integrated into the casino experience to create deeper and longer lasting relationships with users. With better-than-average retention to traditional sports betting or casino products in both the US and European markets.
Thematic Parts of Soft2Bet’s Gamification Strategy:
- Enhanced Engagement: extends average screen time from 15–20 minutes up to 75 minutes.
- Cost Efficiency: Lowers customer acquisition costs by decreasing dependency on costly bonus plans.
- Stronger Relationships: Personalizes player journeys and builds retention systems.
- Competitive Edge: Transforms the competition from traditional gambling sites — which is challenging enough — to digital behemoths like Netflix and TikTok.
Soft2Bet’s new approach of moving away from a bonus-driven model, and to one based on gamification, showcases how crucial understanding consumer behavior is and delivering a digitally driven experience that captivates your audience. Soft2Bet is paving the way for the industry whilst pushing the envelope of customer retention in the highly competitive U.S. iGaming market with these innovative engagement techniques.
