PartnerkinPartnerkin
iGaming Platform ProviderSportsbookTurnkeyWhite LabelOperator + supplier
Soft2Bet logo

Soft2Bet Review

7.4/10

A turnkey and white-label casino-and-sportsbook platform built around MEGA, its gamification engine, with a deep regulated-market license footprint, from a company that also runs its own B2C brands.

  • Founded 2016
  • HQ Malta / Cyprus
  • 1,000+ team
  • Mid-size
  • Runs own B2C
  • Updated Aug 12, 2026
Our take

A gamification-led turnkey and white-label platform with a regulated-market license stack across the EU and Ontario and a fast 4-to-6-week launch. It also runs B2C brands of its own on the same stack, so data-ownership and market carve-out clauses belong in the contract.

USEnteringUKNo UKGCCryptoAdd-onSportsAggregated
10 yrsin market4–6 weeksTime to launch
Request introPricing
Category
iGaming Platform ProviderSportsbookTurnkeyWhite Label
Best for
Regulated markets
Game catalog
12,500+Games
110+Studios
Products
MEGAiGaming Platform (PAM)Game AggregatorPaymentsCRM & MarketingFrontend Builder & CMS
Licenses
MGASweden · SGADenmarkRomania · ONJNItaly · ADMGreece · HGCIrelandOntario · AGCO
Verticals
CasinoSportsbookVirtual sportsEsports
ContentAggregator
US / UK
US · EnteringUK · No UKGC
PricingOn requestRev-share + fees
OwnershipPrivate
Regions
EuropeUSLatAm
Verdict

Our read

7.4/10
GoodReviewed by Partnerkin ResearchAugust 2026
Games & content7.5

12,500 games from 110 providers through one aggregator, plus 200+ live tables. Solid breadth, but third-party and aggregated, no in-house studio.

Payments8.0

220+ payment methods with orchestration and open banking. Strong on fiat and local rails, weak on crypto, which is an add-on covering five coins.

Platform & tech8.5

Proprietary, modular, cloud microservices with PAM, CRM, CMS, and the MEGA gamification engine. 99.99% uptime.

Support & onboarding7.5

24/7 support across email, chat, and phone, managed services available, and a fast 4-to-6-week launch. SLA response times aren't published.

Compliance & licensing6.5

A real regulated stack (MGA, Sweden, Italy, Ontario, and more) and a US entry via Caesars. No UKGC, which is what caps the score.

Commercials & transparency5.5

No public pricing, restricted brand migration, shared player ownership, and a vendor that competes through its own B2C brands.

Methodology. Our own score, a weighted average of six dimensions, tilted toward platform and games. The gamification engine and the regulated license stack do the lifting here. Per-deal commercials and the white-label exit terms earn fewer points. Read the full methodology

Strengths
  • MEGA is the standout: a gamification engine that layers city-building, quests, and missions over casino and sportsbook, well beyond the usual bonus wheel.
  • Deep regulated-market licensing across Malta, Sweden, Denmark, Italy, Greece, Romania, Ireland, Spain, Ontario, and Mexico, so you inherit a working compliance footprint.
  • Fast launch, 4 to 6 weeks for turnkey or white label, with hosting, payments, and 220+ payment methods included.
  • Modular, API-first platform with PAM, CRM, CMS, 12,500 games from 110 providers, and a sportsbook with deep event coverage.
  • Live in the US: its Betinia Casino went live in New Jersey in June 2026 through a Caesars market-access deal, which most offshore-rooted suppliers can't do.
Watch-outs
  • Soft2Bet operates its own B2C brands (Betinia, CampoBet, ToonieBet and others), so your platform vendor is also a competitor, a structural conflict you have to weigh.
  • No UKGC license, so UK-regulated supply is out, and the US footprint is one state (New Jersey) so far.
  • Not crypto-native. Crypto is an add-on covering a handful of coins, so crypto-first brands are better served elsewhere.
  • No exclusive content. The 12,500-game library is all aggregated third-party supply, Soft2Bet has no in-house studio, and the sportsbook runs on third-party trading.
  • Brand migration is restricted and player ownership is shared on white label, so settle the exit terms at signing. API docs are shared through sales.
Best for

Operators targeting regulated EU and Ontario markets who want retention and gamification baked in from day one, and who don't want to build a license footprint from scratch.

Not for

Crypto-native projects, anyone who wants full pricing transparency up front, or operators uneasy about a supplier that competes with them through its own casino brands.

Similar providers
SOFTSWISSEveryMatrixSlotegratorBetConstruct
Where you can run it

Markets & licensing

Soft2Bet runs a regulated-market license stack across the EU and Ontario, operates its own B2C brands on top of it, and is now live in the US: its Betinia Casino went live in New Jersey in June 2026 through a Caesars market-access deal. It is not UKGC-licensed.

United States
Entering

Live in New Jersey. Soft2Bet's own brand, Betinia Casino, went live in NJ in June 2026 under a Caesars Entertainment market-access deal, regulated by the NJ Division of Gaming Enforcement. First US state so far, no broad US footprint yet.

United Kingdom
No UKGC

Soft2Bet does not hold a UK Gambling Commission license for its B2B platform, so it can't supply UKGC-regulated operators.

B2B licenses
Malta (MGA)Malta
B2B + B2C · Tier-1 EU base license
Sweden (Spelinspektionen)Sweden
B2C operator · Active 2026
Denmark (Spillemyndigheden)Denmark
B2C operator · Active 2026
Romania (ONJN)Romania
B2C operator · Active 2026
Italy (ADM)Italy
B2C operator · Active 2026
Greece (HGC)Greece
B2C operator · Active 2026
IrelandIreland
B2C operator · Held since 2022
Spain (DGOJ)Spain
B2C operator · Acquired via Spanish operator with General License
Ontario (AGCO)Ontario, Canada
B2C operator · Cert. of Registration OPIG1280338 · Mar 2024
MexicoMexico
B2C operator · LatAm entry
New Jersey (via Caesars)New Jersey, US
Market access (own brand) · Betinia Casino live June 2026

Licensing tier: 16+ global licenses across ~11 jurisdictions, mostly B2C operator licenses for Soft2Bet's own brands, with the MGA underpinning the B2B platform. Alberta is next on the Canadian roadmap, with ToonieBet's Ontario base as the playbook.

Certifications
ISO/IEC 27001PCI DSSBMM TestlabsPECB
Live & certified markets
Malta (MGA)Sweden (Spelinspektionen)Denmark (Spillemyndigheden)Romania (ONJN)Italy (ADM)Greece (HGC)IrelandSpain (DGOJ)Ontario (AGCO)MexicoUS, New Jersey (via Caesars)

EU + Ontario form the regulated core. New Jersey is the first US state, live since June 2026. Alberta is next on the roadmap.

No UKGC license, UK regulated supply not available. No formal restricted-market list published.

Ways to launch

Solutions

The packaging decides more than the price, starting with whose license you go live on. Each card opens to the full terms.

Turnkey Casino

You own the licenseLicense: operatorVisit
Turnkey Casino — product render

Turnkey is for operators who want to own the business outright. You run the casino on your own license and domain and get the whole Soft2Bet stack wired together and hosted: the platform, the 12,500-game aggregator, payments, CRM, and the MEGA gamification engine. The pitch that sets it apart from the crowd is gamification switched on from day one, with no retrofit later.

Commercials are a setup fee plus monthly plus optional revenue share, quoted per deal with no public numbers, so budget for a negotiation. Soft2Bet can also help you secure licenses in markets where it already operates, which shortens the regulatory slog. The structural caveat is that your platform vendor also runs competing B2C brands, so understand the data-ownership and brand-migration terms before you commit.

It's a fast route, about 4 to 6 weeks, and a credible one for regulated EU and Ontario markets.

Commercials & ownership
Pricing model
Setup + monthly + optional revshare
Setup fee
On request
Time to launch
4–6 weeks
License holder
You (the operator)
Player & data ownership
Operator (data ownership clause)
Brand
Yours
Operations
Self-managed, managed optional

Approximate figures carry a tilde. The vendor quotes each project individually.

What's included
  • iGaming platform (PAM) and 12,500-game aggregator
  • 220+ payment methods with orchestration
  • MEGA gamification, bonus engine, and CRM
  • KYC, AML, anti-fraud, and responsible-gaming tools
  • Hosting, 24/7 support, and onboarding
Path to launch
  1. 1Scope your markets, license route, and which modules you need
  2. 2Pick turnkey on your own license or white label under Soft2Bet's
  3. 3Integrate the platform, game aggregator, and sportsbook
  4. 4Configure payments, KYC, and MEGA gamification mechanics
  5. 5Certify for your regulated markets and brand the front end
  6. 6Go live in about 4 to 6 weeks with 24/7 support
Full specification
Customization level
Fully custom
Payment consultingManaged servicesMulti project backofficeOngoing maintenanceOnboarding trainingPAMMulti currencyHosting includedMulti brandDedicated account managerB2B support
License ownershipOperator
License assistanceAdvisory
License acquisition helpMGASweden(SGA)DenmarkRomania(ONJN)Greece(HGC)Italy(ADM)Ontario(AGCO)Mexico

WL brands operate under Soft2Bet's own licenses (MGA and others).

Merchant accountsProvider Assists
Package includesPlatformCasino AggregationSportsbookPaymentsMEGACRMPAMKYC
Turnkey commercial modelHybrid
Turnkey time to launch4–6 weeks
OperationsSelf-managed
Platform originProprietary
Wallet topologySingle
Wallet integrationSeamless
Crypto currencies supportedBTCETHLTCDOGEXRP
Multi language20+
ArchitectureModular
Hosting modelCloud
Scalability noteHigh-Load

Cloud microservices with 99.99% uptime, plus predictive analytics and a data warehouse.

Uptime SLA99.99

Headline platform figure, with terms agreed per contract.

Support level24/7
Support channelsEmailChatPhone

Live chat handles 150,000 chats a month, with phone via account management.

Support languagesMulti
Available as add-ons:Managed player supportAnti-fraud & riskPlayer retention & reactivationLicense acquisition advisoryMerchant account assistance
How it connects

Integrations & engineering

One contract and one API instead of a separate deal per studio, feed, or PSP. Here's what connects, how fast, and on what stack.

Distinctive fieldThe named studios, rails, and tech behind the platform. Studios are named, while payment and sports-data partners show as counts.
One unified API

An API-first, modular platform. One game-aggregator connection replaces dozens of separate studio integrations, the PAM exposes a REST API and a shared front-end API across products, and the MEGA gamification engine plugs in as an in-house layer over both casino and sportsbook. The sportsbook side runs on third-party trading and official odds feeds, with no in-house book behind it.

Time to integrate

Full turnkey or white-label build in about 4 to 6 weeks. Existing partners switch on new modules faster

Game content
110 studios and 12,500 games through one aggregator connection, all of them named
Pragmatic PlayEvolutionPlay'n GONetEntPlaytechRelax GamingYggdrasilSpribeWazdanSpinomenal+100 more studios via one API
Payments
220+ methods with orchestration. The full PSP list is not published, so only the rails below are named
Apple PayGoogle PaySkrillNetellerTrustlyPay N Play220+ methods (cards, e-wallets, open banking, local rails)
Sports data
Official odds and data feeds for the sportsbook. Trading is hybrid, third-party plus a managed trading engine
Official data feeds (suppliers not publicly named)40+ sports and esports, pre-match and live
Gamification
Soft2Bet's own engine, built in-house and layered over both casino and sportsbook
MEGA (Motivational Engineering Gamification Application)
Stack:Modular microservicesContainerized cloud deploymentREST APIISO/IEC 27001
The product family

Products & tools

Soft2Bet's stack, the MEGA gamification engine, the iGaming platform and PAM, game aggregation, payments, CRM, and a frontend builder.

Under the hood

Platform & capabilities

Everything the product does out of the box. If a feature isn't listed, the vendor either doesn't offer it or doesn't say.

Platform
PAMMulti-currencyMulti-brandOpen APIAPI type:REST3rd-party integrationsFrontend builderTemplate libraryCustom designResponsiveWallet:SingleWallet integration:SeamlessArchitecture:ModularHosting:CloudHosting includedScalability:High-loadData migrationLanguages:20
Engagement & CRM
Bonus engineCRMCRM type:In houseSegmentation:Real timeMarketing automationGamification:EngineLoyalty / VIP:EngineAffiliate systemAffiliate type:NativeAffiliate models:Cpa, Revshare, HybridA/B testingComms channels:Email, Sms, Push, In app
Reporting & BI
BI reportingReal-time reportingCustom dashboardsData export
Risk & compliance
Risk managementKYC / AMLTransaction monitoringMulti-jurisdictionResponsible gamingRG tools:Deposit limits, Loss limits, Session limits, Time outs, Self exclusionSelf-exclusion:SPELPAUS
Native apps
iOSAndroid
Tech stack
microservicescontainerizedcloud
The catalog

Casino content

Most of any catalog is the same aggregated shelf every competitor can license. What separates providers is whether any of it is their own work, and whose studios are behind it.

12,500+Games
110+Studios
In-house gamesLive casinoTournamentsDemo / free-play
Game types
SlotsLive DealerTableCrash
Jackpots
Network

From content only, to an operator-configurable platform engine, to a cross-operator network.

Beyond casino

Sportsbook & verticals

A vendor's lineup often mixes its own builds with other companies' products plugged in. When the sportsbook is third party, a second company stands behind your contract.

Sportsbook
Yes
Origin: Third party
Trading: Hybrid
Other verticals
EsportsYesVirtual sportsYesLotteryAdd-on
Cashier

Payments & cashier

A platform comes with its own cashier. Whatever PSPs are already wired in can be switched on without a new integration project.

Method types
CardsE-walletsBank transferCryptoLocal methods
Local methods
supported
Payment orchestrationChargeback toolsCrypto accepted220+MethodsPSP count
At a glance

Crypto & risk maturity

Crypto support and risk controls are the two capabilities operators check first, so each carries its own grade.

Crypto support
Add-on
Chains
BitcoinEthereumLitecoinDogecoinXRP Ledger
Coins
BTCETHLTCDOGEXRP
Fiat on/off-ramp
Fraud & AML detection
ML / AI
KYC / AMLTransaction monitoringRisk managementRG certifiedReg. reporting: Automated
Track record

The history

Sales decks get rewritten for every deal. A dated record doesn't.

Founded in 2016 by Uri Poliavich, Soft2Bet grew from a B2C operator into a B2B platform supplier, building its own casino and sportsbook brands and licensing the underlying technology. It now operates as both an operator and a supplier across regulated EU markets and North America.

12,500Games via aggregator
110Game providers
10+Regulated licenses
220+Payment methods
20+Live brands on the platform
~1,000Company size

Brands & clients on the platform

BetiniaCampoBetToonieBet

Corporate

Legal entity
Soft2Bet
Delivery
Turnkey, White Label
Countries served
12
Own B2C brands
BetiniaCampoBetToonieBetYoyocasinoQuickCasinoElaBetDonRoSwiperTopBetLodurBetoroZinx
Offices
MaltaCyprusBulgariaPortugalSerbiaDenmark

Leadership

Uri Poliavich
Founder & CEO
Ryan Collinge
Executive Vice President · since 2026

Milestones

  1. 2016

    Founded by Uri Poliavich, starting as a B2C iGaming operator.

  2. 2023

    Named Turnkey Supplier of the Year at the iGaming Sword Awards.

  3. 2024

    Granted Certificate of Registration in Ontario (AGCO). Poliavich named SBC Leader of the Year.

  4. 2025

    MEGA wins an SBC innovation award. The company announced US entry via a Caesars market-access deal in New Jersey and launched the €50M Soft2Bet Invest fund.

  5. 2026

    Showcased platform and MEGA updates (MEGA Islands, MEGA11) at ICE Barcelona, opening the year with five new brands in the pipeline.

  6. 2026

    Betinia went live in New Jersey in June through the Caesars market-access deal. Ryan Collinge joined as Executive Vice President in July, and ToonieBet signed the CFL's Hamilton Tiger-Cats.

Where they're pushing next

  • Ontario and broader North America (US via Caesars in New Jersey)
  • Regulated EU (Sweden, Italy, Greece, Romania, Denmark, Spain)
  • Latin America (Mexico)

Awards & recognition

Innovation in Casino Entertainment (MEGA), SBC Awards
win2025
Platform Provider of the Year, Global Gaming Awards EMEA
win2025
Product Launch of the Year, Global Gaming Awards EMEA
win2025
Leader of the Year (Uri Poliavich), SBC Awards
win2024
Turnkey Supplier of the Year, iGaming Sword Awards
win2023
The company

Longevity and ownership

Switching vendors is expensive, which makes the company's staying power part of the purchase. What the contract says about your data decides how expensive an exit gets.

10 yrsTrack record
20+Live brands
12 yrsLeadership tenure
Key people public
Yes
Data ownership
Operator
How it stacks up

Soft2Bet vs alternatives

No two vendors describe themselves the same way, which makes their own claims hard to line up. Every name here answers the same fields, so you can see where this one sits against the closest alternatives.

AttributeSoft2BetSOFTSWISSEveryMatrix
Founded201620092008
Team1,000+2,000+1,500+
Games12,500+40,000+45,000+
Game studios110+300+355+
In-house studioNoYesYes
Payment methods220+—300+
SportsbookYesYesYes
CryptoYesYesYes
LicensesMGA, Sweden, Denmark +7MGA, Greece, Romania +3MGA, UKGC, Romania +16
US marketAvailableRestrictedAvailable
PricingOn requestOn requestOn request

The take: Soft2Bet leads on gamification and a ready-made regulated-market license footprint, with a fast turnkey or white-label launch. SOFTSWISS is the bigger, content-deepest, crypto-first enterprise platform but turnkey-only and not gamification-led. EveryMatrix is the broadest modular peer and adds UK and US licensing without Soft2Bet's B2C conflict.

Commercials

Pricing & terms

Soft2Bet quotes pricing per project. Here's how the model and the terms are structured.

Setup + monthly fee + optional revenue share

Demo / sandbox available

Turnkey

ModelHybrid
Setup feeOn request
Time to launch4–6 weeks
License held byOperator
License assistanceAdvisory
OperationsSelf-managed
Managed servicesYes

White-label

ModelRevenue share
Setup feeOn request
Time to launch4–6 weeks
Player supportIncluded
Runs on provider entityYes
CustomizationFully custom
Managed services
Onboarding & trainingOngoing maintenanceMulti-project back officeCompliance managedPayment consultingMerchant accounts:Provider Assists
License acquisition help
MGASweden(SGA)DenmarkRomania(ONJN)Greece(HGC)Italy(ADM)Ontario(AGCO)Mexico
Package includes
PlatformCasino AggregationSportsbookPaymentsMEGACRMPAMKYC
Request commercials
Working with them

Support & account management

You can't demo service before you sign, so what a vendor puts in writing is the only floor you can hold it to.

24/7 supportDedicated account managerB2B supportMulti-language99.99%uptime
Channels
EmailLive chatPhone
Localized languages
Supported
Questions

Frequently asked

The things operators actually ask before signing.

Is Soft2Bet available in the US?+

Yes, in New Jersey. Soft2Bet's own Betinia Casino went live in New Jersey in June 2026 through a Caesars Entertainment market-access deal, regulated by the NJ DGE, which is rare for a supplier with offshore roots. It's still early-stage in the US though: New Jersey is the only state so far, with no broad multi-state license yet.

Can Soft2Bet supply UK-regulated operators?+

Soft2Bet's regulated coverage runs through Malta, Sweden, Denmark, Italy, Greece, Romania, Ireland, Spain, Ontario, and Mexico. The UK is the notable absence: there's no UKGC license, so supplying UK-regulated operators is off the table.

What is MEGA?+

MEGA, the Motivational Engineering Gamification Application, is Soft2Bet's gamification engine. It layers quests, missions, city-building, and card-collecting mechanics over casino and sportsbook to drive retention, and it won an SBC innovation award in 2025. It's the main reason to pick this platform over a plain turnkey rival.

Does Soft2Bet offer white label and turnkey?+

Both. Turnkey runs on your own license with you owning the business, in about 4 to 6 weeks. White label runs under Soft2Bet's license and funds on a revenue-share model, also around 4 to 6 weeks, where it handles compliance and payments and you handle the brand.

How much does Soft2Bet cost?+

Expect a revenue-share conversation before anything else. White label runs on pure revshare, while turnkey stacks a setup fee and a monthly cost, with revshare optional on top. Soft2Bet publishes no rates, so the numbers come out of the negotiation, scoped to the markets and modules you take.

Does Soft2Bet support crypto?+

Only as an add-on, and only where compliant. Coverage stops at five coins (BTC, ETH, LTC, DOGE, XRP), with no native crypto cashier and no stablecoins. A crypto-led brand will hit that ceiling fast. This stack is built for fiat in regulated EU markets.

Does Soft2Bet run its own brands?+

Yes. A dozen-plus B2C brands including Betinia, CampoBet, and ToonieBet run on the same stack it sells, which is why MEGA's retention numbers come from production rather than a demo. It also means your platform vendor competes for players in some markets, so put data ownership and market carve-outs in the contract.