iGaming company Soft2Bet experienced rapid growth and significant revenue increases over the past year.
Key Takeaways
- Soft2Bet says it “strengthened our position in both established and new markets” in 2025.
- The online casino company generated over 1,000 new games during the third quarter.
- A localization strategy worked well with ToonieBet in Ontario.
The Cyprus-based sports betting and online casino operator and provider expanded its global reach, made a name for itself in Canada, and used its Motivational Engineering Gaming Application (MEGA) platform to enhance engagement for its business partners.
The company’s efforts in 2025 resulted in 96% EBITDA and 88% revenue growth from the previous year. Casino gross gaming revenue was up 129%, with live casino increasing by 167% and sportsbook turnover reaching 187%.
“We strengthened our position in both established and new markets - expanding our regulated footprint to 11 jurisdictions, including Canada, Romania, and Mexico - and proved that our long-term strategy built on innovation, localization, and technology can scale in a sustainable way,” David Yatom Hay, Soft2Bet’s general counsel, recently told Covers.
Soft2Bet, launched in 2016, received a €50-million capital injection in June to accelerate innovation across core verticals, setting up the company for even more growth in 2026.
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Strength in gamification
Soft2Bet, which serves as a turnkey solutions provider to help gaming companies launch quickly without building a platform from scratch, saw major increases with the MEGA platform.
Screen time was up 400%, and net gaming revenue spiked 65% behind the company’s primary gamification tool. Soft2Bet increased its portfolio to more than 12,500 games across hundreds of providers around the globe. The company created 1,300 new games and integrated 43 new providers into the ecosystem during the third quarter.
“The foundation of our growth lies in a flexible, modern platform that enables continuous deployment and modular compliance,” Yatom Hay said. “Instead of relying on lengthy release cycles, our technology empowers constant iteration - allowing us to introduce new games, features, and even full brand experiences quickly and efficiently.”
Yatom Hay said the “real momentum” is based on MEGA, which evolved into a genuine growth engine in 2025. He said brands that used this gamification framework achieved over 60% higher retention and 66% revenue increases.
“The upcoming MEGA Engines - MEGA Round, MEGA Rally, and MEGA Island - will be ready to demonstrate how gamification can move beyond traditional bonuses and rewards, transforming into immersive, interactive entertainment that combines the best practices of iGaming, casual gaming, and mobile trends to deliver authentic experiences for players and partners alike,” Yatom Hay said.
Canadian strategy pays off
Another major highlight for Soft2Bet in 2025 was the launch of its own sportsbook and iGaming brand, ToonieBet, in Ontario, which Yatom Hay says “exceeded expectations and became a true validation of our localized strategy.”
To help Soft2Bet promote the product in the competitive province, ToonieBet became the official sportsbook and online casino partner of the Canadian Football League (CFL) and partnered with the NHL’s Ottawa Senators.
“It wasn’t just about visibility - it was about cultural integration,” Yatom Hay said. “By aligning with one of Canada’s most respected sports institutions and engaging directly with the Ottawa community, we were able to connect with players on a deeper, more authentic level.
“The collaboration elevated ToonieBet beyond being ‘just another brand.’ It helped us deliver something truly Canadian - a gaming experience shaped by local pride, community, and trust. That alignment has been instrumental in strengthening both our reputation and our player relationships in Ontario.”
Soft2Bet says the name of its Canadian operator alone shows its commitment to localization. A “toonie” is Canada’s iconic two-dollar coin, so the company wanted to tap into that symbol of pride.
“From the very beginning, we wanted ToonieBet to capture that same spirit - something instantly familiar, friendly, and distinctly Canadian,” Yatom Hay said. “We designed the brand to reflect Canadian culture in every detail - from tone of voice and visual design to local partnerships and player engagement. The response has been remarkable: ToonieBet achieved steady growth in Ontario, building strong awareness among both sports fans and casual players.”
Looking ahead
Soft2Bet plans to continue its global expansion, setting its sights on key markets in North America, Latin America, and Europe. The gaming company reached a deal to gain access to New Jersey through Caesars Entertainment in 2025 and is still awaiting a launch there.
In 2026, Soft2Bet plans to provide new products to its brands and partners, deliver more localized experiences, and strengthen platform certification across new jurisdictions.
“We remain committed to operational excellence - sustaining near-perfect uptime, rapid releases, and scalable infrastructure,” Yatom Hay said. “By combining gamification, personalization, and platform speed, we ensure every Soft2Bet brand delivers experiences that are not only entertaining but meaningful, safe, and distinctly local.”
