Soft2Bet on authentic engagement and responsible player experience
Soft2Bet CMO Alex Gitsik discusses how the company balances gamification, localization, and CRM to deepen player engagement without gimmicks.
As competition increases, should operators prioritise retention over acquisition?
A: Soft2Bet doesn’t let market trends dictate its strategy. Instead, it maintains a balanced focus on both acquisition and retention, aligning efforts with performance benchmarks to ensure consistent, long-term engagement rather than short-lived spikes.
Q: How does localisation enhance player trust and engagement?
A: Localisation is central to Soft2Bet’s strategy. By combining behavioural data with cultural insights, the company tailors UI/UX, content, payment options, seasonal themes and mission structures to specific regions. This approach ensures players feel understood, which boosts trust, retention and deeper engagement. For example, sportsbook features and missions are adapted differently for Romanian, Ontario and Nordic markets.
Q: How can gamification avoid feeling like a gimmick?
A: Gamification must be built into the core experience and reflect real player motivations like progression and achievement. Mechanics should be fair, transparent and personalised. Designed this way, gamification becomes a genuine engagement engine rather than a superficial retention tactic, all while respecting responsible play and regulatory standards.
Q: What role does CRM play in balancing engagement and player protection?
A: CRM at Soft2Bet is both an engagement and protection tool. It uses advanced segmentation based on behaviour and risk indicators, proactive monitoring for risky patterns, and personalised messaging to support safe play. This allows campaigns to encourage long-term involvement while ensuring player wellbeing.
Q: How will AI and predictive analytics shape future player communications?
A: AI and predictive analytics are becoming essential for personalised player communication and responsible engagement. These technologies help predict player needs, tailor messaging, identify early signs of risky behaviour and trigger supportive interventions, making CRM more proactive rather than reactive
