App Retention is the Key to U.S. Market Success — Soft2Bet

Yet, Soft2Bet is an example of a company that excels in that balance. “This dual approach is not a disadvantage, but rather the key to our success,” said Martin Collins, Soft2Bet’s Chief Business Development Officer. And Collins believes that by directly engaging consumers through this forthcoming initiative, the company will gain invaluable insights that will positively impact its B2B offerings moving forward, particularly as one of the B2B pillars includes a direct-to-consumer model as well: “As we prep for our initial Q1 2025 B2C launch in New Jersey, I believe being plugged into the consumer will only provide us more insight as we evolve into our B2B technology.”

“We believe that if you penetrate a market starting from a B2C perspective, you get to know the local nuances and the specific requirements. This deep insight can then be harnessed to better serve our B2B customers,” Collins said.

The traditional B2B model is about getting as much revenue from a client’s customer base as possible. While on the other side, the B2C approach focuses on optimizing the experience of the end-user. Collins pointed out that many U.S. operators have yet to master the art of genuinely engaging customers. For example, he said U.S. players tend to open multiple accounts — an average of five, he said, just to take advantage of different bonuses — while European players typically have only two or three accounts. Collins described this bonus-heavy approach as a “race to the bottom,” with operators paying high customer acquisition costs and needing to constantly offer new promotions to keep users engaged.

● Collins argued that a more cost-effective way to retain customers is to engage them through innovative strategies rather than relying solely on bonuses.

● Soft2Bet leverages gamification as the core driver of innovation.

● The company adapts key elements of casual gaming to create deeper, longer-lasting connections with consumers.

● This approach is seamlessly integrated into the casino experience.

● As a result, Soft2Bet boosts retention more effectively than other sports betting or casino products in both the U.S. and European markets.

“What we are seeing are really dramatic uplift in our key performance indicators. While the average screen time would usually be 15, 20 mins, our solution can target an hour, 15 minutes. In other words, it quadruples engagement, so the competition shifts from other gambling platforms to the likes of digital behemoths Netflix and TikTok,” Collins said.

Soft2Bet’s new approach demonstrates the importance of consumer insight and the need to hook players’ attention through digital engagement. Unique gamification techniques to keep users on the app not only aim to increase loyalty but establish a new benchmark within the competitive U.S. iGaming market.