As a rapidly growing iGaming solutions provider, Soft2Bet has a great deal of experience in the online gambling industry in Europe. It holds 19 licences in numerous jurisdictions across the world and plays a dual role as B2B provider and B2C operator.
These days, the company has its eyes on deepening its footprint in the North American market. It launched an incontrovertibly Canadian brand, ToonieBet, in the Ontario regulated market last year, and company personnel will be present at June’s Canadian Gaming Summit to share their own expertise and soak up more of the Canadian industry.
Ahead of CGS, Canadian Gaming Business spoke to Soft2Bet’s Chief Business Development Officer, Martin Collins, about ToonieBet, standing out as a local brand and what he’s most intrigued about among the wide range of topics up for discussion at the event.
CGB: Soft2Bet is an experienced B2B supplier and also works as a B2C operator in markets such as Ontario. How does each role inform the other?
Collins: Our dual role as both a supplier and operator allows us to battle test our platform and gamification solutions as a B2C operator before we roll it out to the market from a B2B perspective. All of our solutions are backed by real market data that show how gamification like MEGA is transforming the industry with unmatched scalability, customization, and proven player-centric features.
By leveraging data from our own brands, Soft2Bet continuously refines and enhances our technology to deliver smarter, more effective solutions for our partners to utilize.
CGB: With a name like “ToonieBet,” that brand’s Canadian focus is clear. How does Soft2Bet work to ensure it speaks the language of Ontario gamblers?
Collins: ToonieBet is built for Canadian players and embodies Ontario’s gaming culture through localized user experience that integrates Soft2Bet’s proven gamification solutions.
Launching ToonieBet on desktop, Apple App Store, and Google Play, we invited all Ontario players to explore its standout online casino and the full spectrum of sports betting, all delivered through a fast, secure, and fully localised platform.
Additionally, ToonieBet’s partnership as the Official Online Casino Partner of the Ottawa Senators strengthens our connection to one of Ontario’s professional sports teams and passionate hockey fans.
CGB: In such a saturated market like Ontario’s, with ~50 regulated operators, what truly makes a localized brand stand out above others?
Collins: ToonieBet stands out through Soft2Bet’s innovative technology, deep localization, and strategic partnerships. When we created ToonieBet, we wanted to speak to the local culture. A “toonie” is a Canadian $2 coin, so from the start we are creating something unique and applicable to the region. We integrated collectible Canadian coins that users can acquire through various challenges and saw incredible engagement with the feature.
Our platform, accessible on mobile and desktop, offers more than 3700 casino games and 150,000 pre-match and live events monthly, tailored for Ontario’s diverse players. As noted earlier, our partnership with the Senators is not only providing us with significant visibility in-arena and with fan promotions, but we are building trust with Ontario’s sports community.
CGB: The Ottawa Senators online casino partnership offers great visibility for ToonieBet. Was a partnership with a sports team always a goal, and what in particular is Soft2Bet hoping to achieve through that collaboration?
Collins: Partnering Soft2Bet’s ToonieBet brand with the Ottawa Senators is a significant milestone that reinforces our strong brand presence in Ontario.
Overall, this partnership goes beyond branding to provide fans with engaging experiences like contests and chances to win tickets and prizes. It was a great opportunity for the Ottawa Senators and Soft2Bet to provide fans with an exciting experience.
CGB: We know Soft2Bet has big plans on the operator side in the U.S. this year. What’s on the agenda for the rest of 2025?
Collins: Soft2Bet’s U.S. expansion is a major step in our growth as a leading iGaming turnkey solutions provider. We are planning to launch a new iGaming brand in New Jersey in 2025.
Leveraging our 19 global licenses, commitment to responsible gaming, success in Ontario with ToonieBet, and our award-winning MEGA product, Soft2Bet aims to redefine gamification in the U.S. and deliver an exceptional gaming experience for players.
CGB: Alberta will be a prominent topic again at this year’s Canadian Gaming Summit. What should be top of mind for commercial operators and suppliers and operators who are interested in stepping into that province when it opens its doors?
Collins: Having the experience of entering several markets and jurisdictions, it’s important to know that Alberta’s iGaming market will be unique to Alberta and a product that is tailored to the market will outperform one that is not. We will always prioritize innovation and localization, which Soft2Bet’s MEGA product is uniquely suited to do. MEGA’s gamification drives a 400% increase in screen time, a 65% rise in net gaming revenue and a 45% boost in average revenue per user, offering customizable experiences in iGaming and local sports betting.
Compliance is equally critical. Our dedicated responsible gaming and fraud detection tools and dedicated teams ensure adherence to the highest standards across all markets under our 19 global licenses — as demonstrated by Soft2Bet’s success in Ontario with ToonieBet and our upcoming U.S. launch.
Source: https://www.canadiangamingbusiness.com/2025/05/27/soft2bet-martin-collins-q-and-a/
