Oksana Tsyhankova: MEGA Bridges Casual Gaming and Casino Entertainment, driving your KPIs

Congratulations on being recognized by iGamingExpress as a top professional in the iGaming industry.  What do you believe are the main factors behind this recognition, and how does it reflect Soft2Bet’s growth and achievements?

Simply knowing who your client is, is not enough in this industry. Figuring out what to offer them, meet them where they are and improve their experiences is key to a successful brand in iGaming. This is  how Soft2Bet’s B2B focus and extensive B2C experience serves as a valuable proof of concept, allowing us to shape and test products in various markets to align closely with user needs and deliver real results.

A prime example of this is Facebook. From the start, Mark Zuckerberg recognized the growing need for change driven by shifts in online behavior during the early internet era. The company understood that while people were connecting online, they craved a more personalized, seamless way to build communities and nurture relationships. Through continuous innovation, product testing, and learning from user responses, Facebook has ultimately created a lasting impact, paving the way for an entirely new industry.

Today, Soft2Bet presents a MEGA solution exemplifying a similar approach by engaging users, optimising marketing budgets, and driving strong outcomes within strong regulated markets and also increases expansion with leading brands as Campobet, Betinia, Donro, Quickcasino gaining industry recognition by leading SBC, EGR, SiGMA, and iGaming Sword Awards.

Soft2Bet has seen significant growth in both B2C and B2B verticals. Can you tell us about the strategies behind this impressive expansion, particularly in regulated markets like Denmark and Romania?

Soft2Bet’s expansion in regulated markets like Denmark, Sweden, and Romania has been a key driver of our growth. The results of the last two quarters have been strong and showcase continued success:

• The Campobet brand has shown exceptional growth in Denmark, with active live casino players increasing by more than 80% from Q2 to Q3, retained players’ deposits by 45% which demonstrates the high performance of our brands, and NGR rose by over 78%, showing the impact of distinctive gaming experiences that inspire, and build lasting connections retaining users.
• In Sweden, our brand QuickCasino achieved notable milestones, with player engagement grew by 87% and loyal players increased by 75%. These results underscore the loyalty and lasting player-brand relationships
• Similarly, our locally-tailored brand Don.ro has exceeded expectations in Romania demonstrating strong retention metrics since its launch in December 2023. We saw 86% rise in retained players’ deposits, with NGR increasing by 75% driven by localised strategies and dedicated VIP retention efforts.

MEGA has transformed Soft2Bet’s approach to gamification. Could you share the inspiration behind MEGA and its impact on player engagement and retention since launch?

We started to acknowledge that the casino experience needed to shift toward something more distinctive and engaging. This was based on our observation that it was becoming more identical across the industry. Our team has a solid vision to drive the iGaming and casual gaming industries forward to expand boundaries and create new, robust, sustainable cross-industry connections.

Today the impact of casual gaming demonstrates on the global gaming industry represented by an annual growth rate (CAGR 2022-2027) of 8.96%, leading to a projected market volume of US$19.12bn by 2027.

MEGA bridges the worlds of casual gaming and casino entertainment, offering a unique solution that enhances player engagement, screen time, and lifetime value. Initially tested with our B2C brands, MEGA now empowers operators to deliver gamified experiences that resonate deeply while meeting regulatory standards. By combining the appeal of casual gaming with casino structure, MEGA enables data-driven insights that help operators reduce marketing spend and create more adaptable, meaningful player connections.

Soft2Bet operates a diverse portfolio of brands, each catering to different markets. How do you ensure that each brand maintains its unique identity while still benefiting from the overall Soft2Bet strategy?

We adapt our brands for specific audiences and markets, offering authentic design, customizable gamification engines, and localized casino aggregation. This way, we provide players with relevant and highly personalized content.

Let’s take a look at our brands.

• In Betinia’s city builder, players can build iconic stadiums and unlock European capitals while betting on the top selection of casino games and sports events popular in their country.
• CampoBet, our second sports-oriented brand, allows players to collect trophies from the most popular international and local sports: football, hockey, basketball, tennis, and more.
• QuickCasino refers to one of the most prominent racing competitions in the Nordic—offroad rally. We prepared a unique collection of rally cars, providing bonuses and loyalty rewards for completion.

The critical element of our adaptability indeed is MEGA, a Motivational Engineering Gaming Application that allows us to customize our engines, from rewarding terms to design layouts and narratives, to meet user expectations in every market.

What will happen in the future?

The iGaming industry is poised for transformative growth, with AI set to be a key driver. Projected to reach $2.8 billion globally by 2025, AI in gaming enhances player experiences through real-time personalization and enables smarter player segmentation and monetization. At Soft2Bet, we are embracing CRM systems that tailor offerings and personalize game content, prizes and offerings for each user in an effort to optimize our products.

We’ve grown our mobile segment significantly as well knowing that around 75% of online gamblers prefer to use mobile devices for their gaming activities.

And finally, hybrid-casual games are reshaping the market, with a 30% annual revenue increase. Combining hypercasual visuals with deeper gameplay, these games offer new levels of player engagement.

Supporting innovation in the industry is in our DNA and as a company it’s important for us to uplift other brands looking to disrupt within the iGaming space. To make an impact, we’ve launched an “Soft2Bet Invest” Innovation Fund that will provide up to  €50 million in investments to global projects that span innovative tech such as AI, behavioral analytics, and user experience.