Soft2Bet expands into Nigeria: An interview with CBDO Martin Collins
Soft2Bet, a leading platform and solution provider in the iGaming industry, has recently announced its expansion into the Nigerian market. Considering the countrys rapidly growing economy, increasing smartphone penetration, and s strong partnership with local Channels Media Group, the provider is poised to make a significant impact.?
Chief Business Development Officer, Martin Collins, spoke with SiGMA News to discuss the companys expansion, market opportunities, and how their unique approach to gamification sets them apart.
With a focus on global expansion and innovation, how does Soft2Bet set itself apart in the industry?
Martin Collins: As a platform and solutions provider in the iGaming industry, were all about creating exciting, user-friendly gaming experiences with seamless mobile functionality and engaging interfaces.
Whats especially significant is that weve developed a mobile-native audience, and their expectations of an online experience are vastly different from those of previous generations. Mobile-natives are used to apps like TikTok, Instagram, and Netflix, so to drive engagement we take mechanics from casual gaming, commerce, and social engagement to create a seamless and immersive experience that feels like home for them.?
Gamification is such an integral part of Soft2Bets model. Why does it work?
MC: Traditional betting platforms often still use outdated UI/UX designs, whereas were competing with leading entertainment apps. If we can provide an equally engaging, if not better, experience than these platforms, we can drive screen time and engagement.?
Retention has always been a challenge in our industry, and we believe weve solved that issue by meeting the expectations of this emerging audience. If we dont innovate, we risk becoming irrelevant in 10 years. Our approach ensures users return time and time again because we offer them the kind of engaging experience they now expect.
Regarding Soft2Bets move into Africa, why did you choose Nigeria for expansion?
MC: Our decision was based on two key factors: the market itself and our partnership with Channels Media Group.??
Nigeria has over 200 million people and a fast-growing economy. It reminds us of Brazil and the broader LATAM market; the industry is already well-established there, and Nigeria has also had operators for many years.
Some might see this competitive environment as a deterrent, but we believe we can capture a significant market share with our unique approach. We have a plan to launch in New Jersey as well, another market that is considered saturated, but we know our product stands out. Differentiation is key.?
Weve also partnered with Channels Media Group, Nigeria’s largest media company. Their TV stations and digital platforms give us millions of daily impressions, allowing us to build brand awareness and drive strong market penetration. Its a perfect combination that really allows us to enter the market effectively.
How does the Nigerian betting market compare to Europes?
MC: One key difference is betting behaviour. Nigerian bettors tend to prefer multiples; stacking several bets together for higher payouts. Our platform is designed to cater to this with gamification elements.?
UK bettors, for example, they generally prefer single bets because they believe they have an edge through strategy. In Nigeria, theres more of an aspirational element; people want high-return bets, stacking 15-20 wagers together for a chance at a massive payout. Its almost like a lottery approach.
This isnt unique to Nigeria, though. If you move south through Europe into Italy, accumulator bets become more common, and in Africa, theyre even more prevalent. Its all about market maturity and betting culture.
Similar to Brazil, crash games are also gaining popularity in Nigeria, and its because these games work well on mobile, require less bandwidth, and align perfectly with the mobile-native audience. They first became popular in Romania, then declined as the market matured. As the market evolves, preferences may shift, but right now, these trends are driving engagement.
Are there plans to expand into other African markets?
MC: Were an opportunity-led business, and in Africa, our approach will likely be through B2B partnerships. Channels Media Group gave us an ideal entry point into Nigeria, and wed need similar partnerships in other countries. If the right B2B opportunity presents itself, well explore it, but for now, were focused on making Nigeria a success.
Not hitting the pause button anytime soon
Soft2Bets expansion into Nigeria is a big step forward, combining fresh ideas with a strong local partnership. By focusing on gamification and mobile-first experiences, the company is bringing something different to an already competitive market. With a history of adapting to new regions and player preferences, itll be interesting to see where their African journey takes them. Whether theyre breaking into another market or finding new ways to keep players engaged, one things for sure: Soft2Bet doesnt do boring.?
Martin Collins, Chief Business Development Officer?
Known in the iGaming industry for identifying market trends, attracting top talent, and building high-performing teams, Martin has a proven track record of enhancing digitally disruptive organisations. His strategic foresight and out-of-the-box mindset have been instrumental in driving top companies to new heights with sustained growth and success. Martin is dedicated to fostering innovation and excellence, making him a key asset in driving business development forward. Now as Chief Business Development Officer at Soft2Bet, Martin is leading all things B2B, having already secured key results within the company. With grand plans for the future, he is steering the company towards significant regulatory and commercial expansion.?
