George Wadsworth: “Localisation is central to Soft2Bet’s approach”

Looking back, how would you evaluate the launch of Don.ro in Romania and QuickCasino in Sweden, and what key insights have you drawn from these projects?

Don.ro has quickly established itself as one of Romania’s go-to brands, driven by a deep understanding of local player preferences and a strong marketing push. A major factor in its success has been the seamless blend of a compelling casino experience with a sportsbook offering tailored to Romanian betting habits. This strategic combination has boosted player retention and engagement, positioning Don.ro as a key player in the region’s iGaming market. The brand’s impact has already been recognised, earning the Best New Launch of 2024 award at the 12th edition of the Reunion of Gambling Professionals.

QuickCasino has taken a different approach, standing out in Sweden’s highly competitive market by carving out a distinctive identity. Its visually striking design and immersive gaming experience have been central to building a loyal user base. Strategic partnerships with top-tier providers ensure that players consistently have access to the latest and most engaging game releases. One key takeaway from both launches is the value of hyper-localised strategies. Aligning the game selection and the overall brand positioning with market expectations has proven essential.

Could you share some recent success stories or performance milestones for those brands?

Don.ro’s growth speaks for itself. The brand has exceeded performance targets month after month, with player retention rising by 66% and new deposits increasing by 72%. The sportsbook has been a standout contributor, playing a crucial role in keeping players active on the platform. Localised promotions and a finely tuned loyalty programme have further strengthened its position, providing a solid foundation for sustainable, long-term success.

QuickCasino has also delivered impressive results, earning recognition for its high player retention rates and the strong community it has built around the brand. Its focus on gamification and entertainment-led casino experiences is a key driver of this success. The brand’s visually captivating design, compelling storytelling and interactive elements keep players engaged. This approach has firmly established QuickCasino as a top-tier casino known for speed and efficiency at its core in Sweden.

Considering the differences in game preferences across various markets, how do you tailor your game offerings to ensure maximum player engagement in each market?

Each market has distinct player behaviours and expectations, which makes tailoring our game portfolio essential. For Don.ro, we prioritise slot providers with strong brand recognition in Romania. At the same time, we maintain a balance between high-frequency jackpot slots, immersive live casino games, and a sportsbook tailored to local demand. Ongoing data analysis helps us refine the offering and introduce content that resonates most with Romanian players.

Localisation is central to Soft2Bet’s approach. By focusing on tailored experiences, we enable operators to deliver unique offerings to diverse player segments. With more than 10 brands operating across various markets, we are well-positioned to meet the specific demands of each jurisdiction.

For QuickCasino, the emphasis has been on high-volatility slot mechanics and interactive features, which are major drivers of engagement in Sweden. The Swedish player base also responds well to seasonal campaigns and mission-based promotions. QuickCasino has successfully leveraged these strategies to sustain player interest over time. Our data-driven approach ensures that the right mix of content, promotions, and mechanics aligns perfectly with each market’s gaming culture.

Are there specific regions or demographics that you consider critical for future expansion?

Soft2Bet has been steadily expanding its presence in highly competitive markets, securing licences in countries such as Romania, Italy, Sweden, Greece, Denmark, Ontario (Canada), and Mexico. In 2025, the company plans to extend its reach further by entering the US market, specifically targeting New Jersey. This strategic expansion is based on a commitment to align with trusted regulatory frameworks and introduce our proprietary platform and main technology, MEGA, to local markets.
What are the biggest challenges related to expanding into new markets?

Expanding into newly licensed markets presents several challenges. Diverse compliance requirements demand significant resources to ensure alignment with local laws and standards. Understanding and adapting to local player preferences also requires thorough market research and tailored offerings. Building brand recognition in new regions involves strategic marketing efforts and partnerships to establish trust and credibility among local audiences. Our experience with multiple B2C brands across different markets enables us to effectively provide compliant and tailored solutions.

What are the latest trends in casino game design that attract and engage players over the long term? How is Soft2Bet leveraging these trends in its products?

The iGaming industry continues to evolve, with several trends shaping casino game design to drive long-term player engagement. Key developments include the integration of advanced gamification features, highly personalised user experiences, and social elements that build a sense of community among players.

Soft2Bet capitalises on these trends through its Motivational Engineering Gamification Application (MEGA), which has been proven to significantly boost player engagement and average revenue per user. By prioritising innovation and personalisation, Soft2Bet ensures its products stay closely aligned with players’ changing expectations.