In today’s fast-paced digital economy, companies are often classified as either B2B or B2C. However, Soft2Bet stands out by mastering both worlds. “This dual approach isn’t a drawback—it’s the cornerstone of our success,” said Martin Collins, Soft2Bet’s Chief Business Development Officer. He believes that engaging consumers directly through their upcoming initiative will provide invaluable insights that will enhance their B2B offerings, especially since one of their key B2B pillars includes a direct-to-consumer model.
“As we prepare for our initial Q1 2025 B2C launch in New Jersey, being connected to consumers will help us understand local nuances and better serve our B2B customers,” Collins explained.
Breaking the Bonus Cycle: How Soft2Bet’s Gamification Strategy Drives Retention
Traditionally, B2B models focus on maximizing revenue from a client’s customer base, while B2C models aim to optimize the end-user experience. Collins pointed out that many U.S. operators have yet to master genuine customer engagement. He noted that U.S. players often open an average of five accounts just to take advantage of different bonus offers, compared to only two or three accounts for European players. This bonus-driven strategy, described by Collins as a “race to the bottom,” forces operators to spend heavily on customer acquisition while constantly having to offer new promotions.
- Collins argues that a more cost-effective method for customer retention is to use innovative engagement strategies instead of relying solely on bonuses.
- Soft2Bet has embraced gamification as its primary driver of innovation by adapting core elements of casual gaming.
- This approach creates deeper and more lasting connections with consumers.
- The gamification strategy seamlessly integrates into the casino experience.
- As a result, it achieves significantly better retention than traditional sports betting or casino products in both the U.S. and European markets.
“What we’re witnessing is a dramatic uplift in key performance indicators,” Collins said. “Where average screen time might typically be 15 to 20 minutes, our solutions can extend engagement to 75 minutes. That’s a fourfold increase, shifting the competition from other gambling platforms to digital giants like Netflix and TikTok.”
Soft2Bet’s innovative strategy underscores the critical importance of consumer insight and digital engagement. By leveraging unique gamification techniques to keep users on the app, the company not only aims to boost loyalty but also to set a new benchmark in the highly competitive U.S. iGaming market.
