Date: 16.01.2025

by Sebastian Warowny

Soft2Bet Partners with Channels Media Group to Launch Waddibet in Nigeria

Soft2Bet has stepped into the African market with a multi-year partnership to launch Waddibet, an online sports betting and casino platform created with Nigeria’s Channels Media Group. After a year of expanding into key European markets like Sweden, Denmark, Romania, and Italy, this latest move highlights the company’s drive to grow its global presence and bring its expertise to new audiences.

Soft2Bet Partners with Channels Media for Gamified Betting Platform

The partnership combines Channels Media Group’s local expertise with Soft2Bet’s comprehensive platform solution and Managed Services. Waddibet.com/ng will offer a cutting-edge sports betting and casino experience, supported by a robust customer acquisition and retention strategy managed by Soft2Bet’s industry-leading services.

Soft2Bet’s Motivational Engineering Gamification Application (MEGA) is central to the collaboration. This gamification tool is designed to enhance player engagement, offering innovative content while delivering impressive ROI in regulated markets.

Nigeria as an Entry Point in Africa

As Africa’s largest economy and most populous nation, Nigeria presents a vibrant and expanding iGaming market. The collaboration with Channels Media Group marks Soft2Bet’s first African partnership.

“As a group, Soft2Bet is truly delighted to announce its first African partnership with a high-calibre media partner like Channels TV. Nigeria is the continent’s largest economy and a vibrant market, and the combination of Channels TV’s strong brand equity and our highly localised and powerful solutions will deliver strong growth in this major market”, commented Martin Collins, Chief Business Development Officer at Soft2Bet.

Expansion in Europe

Soft2Bet has demonstrated significant growth in regulated markets, expanding into Sweden, Denmark, Romania, and Italy in 2023. With this entry into Nigeria, the company is further solidifying its global footprint. The group plans to continue this trajectory into 2025, integrating new partners into its B2B platform and expanding its library of content to offer an unparalleled turnkey solution for its clients.

“Our joining forces with Soft2Bet will see us blend our local expertise with their cutting-edge online sports betting and casino operations. We’re also highly excited at the thought of integrating Soft2Bet’s MEGA gamification and are confident in our ability to deliver premium content and elevate player engagement across this market. Together, we’re committed to setting new industry standards and establishing a leading iGaming brand that will provide unmatched entertainment to our players”, highlighted Tobi Momoh, Group Strategist & Consultant at Channels Media Group.