Soft2Bet: "When you align innovation with compliance from the start, you find the right balance"

At SBC Summit Lisbon, Soft2Bet marked nine years of innovation with a focus on balancing forward-thinking technology with a strong foundation of compliance. The company, now licensed in over a dozen jurisdictions with 19 B2C and B2B licenses, has built its reputation on combining player engagement with responsible practices — a formula that has set it apart in a competitive iGaming landscape.

In conversation with Yogonet, Ohad Straschnov, VP of Compliance at Soft2Bet, shared insights into how the company integrates gamification and AI into its DNA while keeping regulatory requirements front and center. From supporting community initiatives to multiple award nominations, Soft2Bet continues to position itself at the forefront of player experience and compliant growth across global markets.

Soft2Bet engaged with stakeholders and highlighted its portfolio of iGaming innovations at the latest edition of SBC Summit Lisbon. What core message did you share with attendees?

At Soft2Bet, we’ve built our success on a foundation that blends innovation with responsibility. With 19 B2C and B2B licenses across 11 jurisdictions, our global footprint speaks for itself. But what truly sets us apart is our commitment to staying ahead of the curve while remaining fully compliant with regulatory standards.

We constantly innovate, not just to grow, but to create safe, engaging, and sustainable experiences for our players. Striking that balance between understanding our markets and prioritizing player trust is what drives us forward every day.

The Gamification Academy was a key part of the New Tech Academy’s program. Why was it important for you to contribute to this track, and what practical takeaways could operators gain?

Gamification is part of Soft2Bet’s DNA. Our ambition is to be the leading gamification company in the industry, because the market is extremely competitive, with many operators offering similar sportsbook and casino products. While we already have a strong and distinctive product, we’re constantly looking ahead, always thinking about the next step.

Gamification also allows us to engage with players in a responsible and meaningful way. It’s not just about encouraging play; it’s about empowering players to stay in control by making them aware of the tools and features we provide.

We’re focused on building sustainable strategies and long-lasting connections between brands and players, encouraging them to return not only because they enjoy our offering, but also because they feel supported to play responsibly. Thanks to our deep expertise in this field, we’re able to create experiences that are both entertaining and safe.

Beyond your exhibition presence, the company also supported initiatives such as the Legends Charity Game. How do these efforts reflect your broader vision?

Of course, we operate in a highly competitive industry, but contributing to the community is just as important to us as driving business success. The charity match was a wonderful opportunity to give back and support the community in a meaningful way, and we aim to do that whenever we can — whether through events, matches, or donations.

At Soft2Bet, we see business and community as two sides of the same coin, and we’re committed to growing both together.

The company has emphasized the importance of building scalable systems rather than chasing rapid growth. How does that look in practice, and what role does compliance play in this strategy?

In such a competitive industry, speed and efficiency are essential, but speed alone isn’t sustainable. Compliance must be the foundation of everything we do. When you build a platform that is flexible, scalable, and compliant from the very beginning, expanding into new markets becomes far more seamless.

Compliance isn’t just a box-ticking exercise — it’s a strategic enabler. It allows us to move fast while staying responsible, so when opportunities arise, we can act quickly without compromising long-term sustainability.

Technology is moving fast, with AI, gamification, and personalization among the key trends. How do you balance innovation with evolving regulatory demands across jurisdictions?

It’s about always thinking one step ahead. Technologies like AI and gamification are incredibly powerful tools for driving engagement and enhancing the player experience, but they must be implemented with responsibility at their core.

It’s not just about innovation for the sake of it — it’s about creating smart, sustainable solutions that elevate the product while protecting the players. By combining forward-thinking strategies with a strong sense of responsibility, we can shape experiences that are both dynamic and safe.

When you align innovation with compliance from the start, you find the right balance. That’s how we ensure every product is both engaging and sustainable.

Soft2Bet's Gamification Academy at SBC Summit

Soft2Bet received nine nominations at the SBC Awards. What do these recognitions say about your current position, and how will you build on this momentum?

These nominations are an important signal that our work is being recognized by the industry. They reflect our ability to strike the right balance between innovation and compliance and show that our products truly resonate with both partners and players.

Being recognized as a Leader in Entertainment is strong proof of concept — a testament to our contribution to the industry and its continuous evolution. It reinforces the value of our strategy and the impact of our vision.

We’re proud of this achievement, but we’re not complacent. Recognition isn’t the end goal; it’s a powerful motivator to keep improving, expanding into new markets, and pushing innovation even further while maintaining the highest standards of compliance. For us, the real prize is sustainable growth, and awards like these confirm that we’re on the right path.

Looking ahead, which regulatory or compliance trends do you expect to shape the iGaming industry, and how is Soft2Bet preparing to adapt?

We fully expect regulators to continue raising the bar when it comes to responsible gaming, data privacy, and cross-border compliance. The real challenge lies in finding the right balance — delivering a flexible, engaging product while ensuring we meet the highest regulatory standards.

At the same time, we’re closely monitoring emerging markets. Our priority is to be fully prepared to enter these markets quickly and efficiently, with robust compliance frameworks already in place.

This proactive approach allows us to grow responsibly while maintaining the trust of players, partners, and regulators.