Soft2Bet has entered the continent of Africa for the first time after agreeing to a multi-year turnkey deal with the Nigerian media company Channels Media Group.
The iGaming turnkey solutions provider’s partnership with the media organisation is its first major partnership of the new year, building off a strong 2024 for the company.
Soft2Bet described the last 12 months in its recent Growth Report as a year with “remarkable financial and compliance success, product innovation, industry recognition and forward-thinking insights from key executives and igaming experts”.
Plenty of growth opportunities are available in Africa as well, as Tekkorp’s Conor O’Donovan recently spoke to iGaming Expert about the potential on offer across the continent and why a localised approach is crucial for success in the region.
“As a group, Soft2Bet is truly delighted to announce its first African partnership with a high-calibre media partner like Channels TV,” commented Martin Collins, Chief Business Development Officer of Soft2Bet.
“Nigeria is the continent’s largest economy and a vibrant market and the combination of Channels TV’s strong brand equity and our highly localised and powerful solutions will deliver strong growth in this major market.”
Through its partnership, Soft2Bet will supply its platform solution and Managed Services to Channels Media Group, powering its online sports betting and casino offering Waddibet, as well as managing its customer acquisition and retention strategy.
The two parties will utilise each other’s knowledge and expertise through the provider’s gamification solution Motivational Engineering Gamification Application (MEGA), which assists operators with content and player engagement in regulated jurisdictions.
Tobi Momoh, Group Strategist & Consultant of Channels Media Group, added: “Our joining forces with Soft2Bet will see us blend our local expertise with their cutting-edge online sports betting and casino operations.
“We’re also highly excited at the thought of integrating Soft2Bet’s MEGA gamification and are confident in our ability to deliver premium content and elevate player engagement across this market. Together, we’re committed to setting new industry standards and establishing a leading iGaming brand that will provide unmatched entertainment to our players.”
iGaming Expert Analysis: Recent reports emphasise the majority of players in Africa engage with betting through mobile devices and whilst the networks in the continent have improved dramatically in recent years, there are still limitations. What this means is that there is a ceiling on gamification in the region, suppliers need to be innovative in how they create engaging and smooth experiences for players in such a unique market.
