Soft2Bet is making its long-anticipated U.S. debut, announcing plans to launch a new online casino and sportsbook brand in New Jersey during the summer of 2025. The move comes through a licensing partnership with Caesars Entertainment and signals a major step in the company’s expansion strategy.
A New Approach for a New Audience
Unlike many market entries that rely on existing templates, Soft2Bet is building a product specifically designed for American players. The focus is clear: mobile-first design, smart personalization, and user experiences that feel current.
“We’re not here to do what everyone else is doing,” said Chief Business Development Officer Martin Collins. “We’re creating something that fits the way modern players live and play — it’s fast, intuitive, and engaging from the first tap.”
Soft2Bet has already proven its ability to operate in tightly regulated markets, including Canada, Sweden, and Romania. Now, it’s bringing that experience to the U.S.
Bringing Gamification to the Forefront
At the core of Soft2Bet’s strategy is its proprietary gamification engine, MEGA — short for Motivational Engineering Gaming Application. This tech layer adds depth to the platform, turning the play into a more interactive, rewarding experience through achievements, missions, and personalized challenges.
CEO Uri Poliavich sees MEGA as a key point of differentiation. “We’ve seen the results across multiple markets — longer sessions, better retention, and more engaged players. It’s not about flashy features; it’s about keeping players connected in ways that feel natural and fun.”
Entering at the Right Time
Soft2Bet’s timing is strategic. With several large operators reducing their presence in the U.S., there’s more space — and better cost-efficiency — for new entrants with flexible models and advanced technology.
“We’ve waited for the right moment,” said Collins. “Now we can enter with a product that’s competitive but also cost-smart — and that’s a huge advantage.”
While only a handful of U.S. states currently allow online casinos, Soft2Bet is confident that gaming will continue to grow as regulation evolves.
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Focused on New Jersey, Planning for More
New Jersey is just the beginning. Soft2Bet is actively exploring other states and potential strategic partnerships that align with its tech-first, product-led approach. The company isn’t chasing volume for its own sake — it’s focused on building quality experiences that scale well.
“We’re here for the long run,” Collins added. “We’re not aiming to be the loudest — we’re aiming to be the smartest.”
With its mobile-first philosophy, gamified experience, and clean product design, Soft2Bet is preparing to stand out in one of the world’s most competitive markets — by doing things differently from day one.
CEO Uri Poliavich emphasizes the significance of MEGA in enhancing player engagement, stating that the focus lies on creating a natural and enjoyable gaming environment rather than just flashy features. Soft2Bet’s strategic entry into the U.S. market comes at an opportune time, with the landscape witnessing a shift due to larger operators scaling back, opening up room for agile newcomers with cutting-edge solutions.
While Soft2Bet’s initial focus is on New Jersey, the company envisions expanding its footprint across more states through strategic partnerships that align with its tech-driven and quality-centric approach. By prioritizing sustainable growth and unique user experiences, Soft2Bet aims to establish itself as a smart and innovative player in the highly competitive U.S. gaming market.
