Building an iGaming Business Across Markets: Soft2Bet's Approach

Expanding into international markets is a continuous process that relies on strong technical capabilities. Soft2Bet iGaming provider operates across 12 jurisdictions with 23 licenses, reaching a wide range of markets with its products. The portfolio runs to more than 12,500 games from hundreds of providers. In 2025, the company picked up the Platform Provider of the Year award at the Global Gaming Awards EMEA.

Dropping a finished product into a new country rarely works on its own in iGaming. What a launch actually looks like comes down to local rules, and which formats are already in demand there. Soft2Bet runs across a dozen jurisdictions with that in mind, weighing each of those factors into a strategy built around the conditions of the specific market it's entering.

Adapting Soft2Bet's Products for Different Countries

A product built for one country needs changes for another. For the company, adaptation starts with localizing content and ends with tuning features for a specific audience.

This process covers a few areas:

• Content localization. Soft2Bet supports more than 20 languages across its products and solutions.

• Customization. Operators can reshape the interface and product features around what their local audience actually expects.

• Gamification adds another layer here: operators can switch on gamification elements selectively depending on the market.

• Which product line comes first varies too. The Casino Integrated Solution and Sportsbook Integrated Solution roll out separately, based on whichever format a given region is actually asking for.

• The work doesn't stop once a market goes live, either. Soft2Bet reviews the results and adjusts the setup before repeating the process somewhere else.

  
  

The base product barely changes from one market to the next. It's the language, the interface, specific features, and parts of the lineup that get swapped out instead.

Soft2Bet's Strategy for Entering New Markets

When Soft2Bet enters a new jurisdiction, it starts by assessing local demand and how well its existing products fit that market's conditions. From there, the company moves into launch preparation, which covers a few areas:

• Demand analysis. The company assesses which products and formats are likely to appeal to the local audience.

• Market assessment. This factors in the jurisdiction's specifics and the options for launching a suitable product lineup.

• Launch preparation. Once the market assessment is done, the company maps out the steps needed to enter that jurisdiction.

• Operational support. Managed Services let operators hand off part of the operational work to Soft2Bet.

  
  

Soft2Bet's work has picked up recognition across regions. In 2026, the company received the Industry Innovation in North America award at SBC Awards Americas. That same year, Soft2Bet picked up two awards at EGR Europe Awards 2026. 

Product Flexibility as a Foundation for Steady Growth

Soft2Bet's growth goes beyond expanding its own footprint in international markets. In July 2024, the company launched Soft2Bet Invest, which supports iGaming projects at different stages of development. 

This direction adds another way for Soft2Bet to grow within iGaming, alongside its core business. The company pairs its own product work in various markets with support for other industry projects. As a result, Soft2Bet's international growth isn't limited to entering new jurisdictions; it also includes expanding its own business and taking part in the growth of other iGaming projects.