Soft2Bet's Max Portelli talks integrity-driven compliance and sustainability leadership

As Soft2Bet continues its upward trajectory in the global iGaming sector, the company has recently added to its growing list of achievements with recognition from both The European Awards and the WIG Diversity Awards.

In this exclusive interview with Yogonet, Max Portelli, Chief Financial Officer of Soft2Bet, talks about what these honors mean for the company’s mission and values. He shares insights into how Soft2Bet aligns financial strategy with responsible gaming, compliance, and diversity, and discusses the innovation behind their proprietary technologies like the MEGA gamification engine.

Portelli also outlines the company’s expansion plans, including its entry into regulated U.S. markets, and talks about the strategic importance of maintaining high ESG and AML standards across jurisdictions.

Congratulations on the recent recognition from The European Awards and the WIG Diversity Awards. What was your initial reaction to this news, and what do these accolades signify for Soft2Bet?

To be honest, my first reaction was a mix of pride and gratitude. Soft2Bet has spent the past few years building brands that put innovation, responsible gaming, and customer experience at the centre of every decision. Seeing that effort recognised by the European Awards and the WIG Diversity Awards is a welcome nod from our peers. It’s confirmation that we’re delivering great products and meeting the highest benchmarks for AML, compliance, and sustainability across the European markets where we operate.

I am especially proud of the teams whose talent and energy make these results possible; they prove every day that Soft2Bet can grow quickly without ever compromising on governance or integrity. The awards confirm that the financial discipline and ESG focus guiding Soft2Bet are taking the company, its partners and its players in the right direction.

Receiving recognition from The European - Global Banking & Finance / Sustainability & ESG Awards in categories like Pioneering Visionary in the iGaming Industry 2025, Outstanding Customer Support in iGaming 2025, and Innovation Leader in Responsible Gaming and Sustainability 2025 is proof that the company is successfully delivering localised, customised, and data-driven strategies.

These accolades also highlight Soft2Bet's leadership role in the iGaming sector and reinforce our reputation as an innovative turnkey solutions provider that consistently delivers top-quality products and services to online gambling operators.

Soft2Bet at SBC Summit Americas

The industry accolades highlight Soft2Bet's commitment to product excellence, responsible initiatives, diversity, integrity, compliance (including AML), and sustainable practices. How do these values translate into the financial strategies and decisions you oversee as CFO?

As CFO, I ensure the values highlighted by these awards, particularly integrity, compliance, and responsible gaming, are directly reflected in our financial strategies. Whenever we expand into a new market, we carefully factor in the investments required to meet compliance and responsible gaming obligations. These expenses are intentionally structured as ongoing rather than one-time investments because regulatory requirements continuously evolve.

Similarly, maintaining robust frameworks and continuously investing in our team's expertise is essential. We consistently allocate budget resources to ensure our internal capabilities always remain aligned with current and emerging regulations. This approach helps Soft2Bet reduce risk, stay compliant in every market, and support sustainable long-term growth.

Soft2Bet was recognised as a "Pioneering Visionary in the iGaming Industry." Can you elaborate on the strategies that have enabled this innovation and leadership, particularly in developing next-generation gaming solutions?

Soft2Bet’s recognition as a Pioneering Visionary in the iGaming Industry comes down to our continuous focus on innovation, technological advancement, and creating highly engaging player experiences. One core strategy has been the development of Soft2Bet’s Motivational Engineering Gaming Application (MEGA), our proprietary gamification engine. MEGA allows players to interact with unique characters, unlock achievements, and visit bonus shops, significantly enhancing user engagement and retention.

Another significant initiative has been Soft2Bet Invest, our €50 million innovation fund, which supports both startups and established businesses working on cutting-edge technologies. This fund particularly targets AI-driven solutions, behavioural analytics, and innovations that elevate the overall gaming experience.

Additionally, our multi-brand approach allows us to tailor experiences specifically for different markets. This means players receive localised content that resonates with their preferences, all supported by strong regulatory compliance, including robust AML processes and sustainability practices. These combined strategies have positioned Soft2Bet as a genuine innovator in developing next-generation gaming solutions.

Soft2Bet has also been recognised as an "Innovation Leader in Responsible Gaming and Sustainability". How does Soft2Bet balance the costs associated with robust AML frameworks and sustainable practices with the overall growth trajectory we have observed from the company?

Balancing the costs of AML frameworks and sustainability with our growth involves understanding that these expenses directly support our industry leadership. Maintaining robust frameworks requires continuous investment, especially in training our teams across all organisational levels. We treat these costs as essential rather than optional, recognising they directly impact our market position.

From a financial perspective, this means carefully aligning our budget allocations with our growth strategies. By consistently investing in strong compliance frameworks and ensuring our staff are fully trained, we proactively manage risks rather than reactively incur unexpected costs. This disciplined approach ensures Soft2Bet remains at the forefront of responsible gaming and sustainability, while effectively managing the financial implications of maintaining industry leadership.

Soft2Bet has been shortlisted for eight categories at the WIG Diversity Awards, including "Best Diverse Place to Work" and "Great Place to Work." As CFO, how do you see the company's commitment to diversity and inclusion impacting Soft2Bet's overall business success? Can you also tell us a bit more about the importance of having women represented in leadership roles at the company?

Soft2Bet’s approach to diversity and inclusion is built on the belief that great businesses are powered by great people. We look for talent, expertise, and drive, and that naturally brings together individuals from a wide range of backgrounds. In an international industry like ours, this mix gives us an edge.

Women in leadership play a vital role in shaping the company’s direction. Teams that reflect different life experiences and viewpoints make better decisions, spot opportunities sooner, and respond more effectively to challenges. At Soft2Bet, that variety is part of how we stay competitive and continue to grow.

We also invest heavily in learning and development. Giving people the tools to improve, adapt, and lead ensures that talent is not only recognised but also developed. It creates clear paths for progression and helps every team member contribute at their highest level.

With Soft2Bet holding 19 licenses across 11 jurisdictions, and looking to expand into new markets like New Jersey, what opportunities and challenges do you see ahead for the company? How will Soft2Bet ensure that it continues to uphold these recognised values in this period of change and expansion?

Expanding into markets like New Jersey marks a major opportunity for Soft2Bet, opening access to new players, partners, and growth channels. The US, particularly in regulated states, offers significant potential. Soft2Bet is actively preparing to enter these markets with a strong platform, turnkey solutions and our data-driven MEGA features. These tools enable us to deliver locally tailored experiences that connect naturally with players, while helping operators drive engagement, retention and conversion through bespoke casino gamification strategies.

Expansion also brings challenges, especially around meeting local compliance requirements and aligning with player expectations. The focus remains on upholding the values that have shaped our success: responsible gaming, strong anti-money laundering protocols and forward-thinking product development.

By remaining committed to these standards and adapting thoughtfully to each new market, Soft2Bet is well-positioned to continue its growth while maintaining the quality and integrity it is known for.