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Soft2Bet: rise and rise again

By - 14 January 2020

This year sees Soft2Bet celebrate its third birthday and in that short space of time the company has experienced extraordinary growth. G3 spoke to the company’s CEO, Boris Chaikin, about the expansion of the company, its movement into the B2B market, and where it sees itself in another three years.

Soft2Bet has grown at an incredibly fast pace – what do you think accounts for the company’s success?

At Soft2Bet, we’re fortunate to work with the best in the business. From the company’s inception by a team of just five people three years ago, we now have over 250 employees, who have helped develop and deploy a multitude of successful products with 1,000+ casino games and tens of payment options seamlessly integrated into our websites. While our development has been rapid over a short span of time, our unique approach to marketing and brand development keeps us in the vanguard of the industry. Our platform is designed with the most innovative game technology and we are adding new projects, games and functionality every month to both our casino and live sport offering, keeping our products fresh and exciting for our customers.

The company was previously only B2C orientated but at the start of this year successfully entered the B2B gaming space. What has been the most exciting part of expanding into a new market space?

The change seemed like a logical expansion for us as a company, but it’s more a case of diversification with Soft2Bet still very much focused on B2C. Personally, I’ve worked in the B2B sector for over a decade, though the company as whole was incredibly well prepared for the shift. Nevertheless, B2B is a very different beast and no matter how seamless the transition, it does come with its own challenges – and therein lies the exciting element.

One of the benefits of Soft2Bet’s rapid expansion is we have learned to weather challenges and even use them as a springboard for the development of new ideas. The economies of scale and opportunities of entering any new market are always going to be, to some degree, both challenging and exciting. It’s this perpetual balancing act that makes this industry so fascinating and ultimately, rewarding.

The company has expanded into numerous regulated markets over the past year – are there any other markets Soft2Bet plans on entering?

Regulation is one of our primary targets. EU regulators are still adapting to the market and we welcome all sensible initiatives in that respect. With our expansion into vibrant new markets we learned how to be an agile operator, learning quickly and adapting to changes in regulation and investing heavily both in terms of money and resources. By the end of 2020 we plan to hold over 5 licenses.

Could you tell us more about your affiliate, 7starsPartners?

7StarsPartners is our affiliate brand – we should probably rename it as by the end of 2019 we are targeting to have 15 stars. It’s a team of young, extremely skilled and dynamic affiliates managers and thanks to them we feel the pulse of the market both from affiliate and consumer perspective. They help us drive sales forward and have been an invaluable asset to both our B2C and B2B offering.

With Soft2Bet celebrating its third year, where do you see the company in another three years?

We work hard to make Soft2Bet a true Tier 1 operator providing both B2B and B2C services. In just 3 years, our growth has seen us evolve into a company spanning several continents and multiple regulations. Our immediate goal is to streamline this trajectory and utilise our resources in the best possible manner. In turn, this will set the steppingstone for turning Soft2Bet into one of the most solid and trusted names in online gambling space, both by consumers and B2B clients.

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