Soft2Bet has continued its strategic expansion across Europe with the launch of ElaBet.gr in Greece.
The iGaming platform will boast Greek-speaking live casino tables and three exclusive games that take inspiration from Greek mythology – Gates of Hades, River of Styx and Medua’s Madness.
Soft2Bet hailed careful collaboration between its product, compliance and marketing teams to ensure that the launch meets the regulatory demands of the Hellenic Gaming Commission, as well as promised to enrich the playing experience of Greek consumers through its gamification features.
Founder and CEO of Soft2Bet, Uri Poliavich, commented: “We are not just launching a product. We are setting a new benchmark for the gaming industry in Greece. ElaBet.gr represents the highest standards of innovation and compliance, achieved through exceptional teamwork across our product, compliance and marketing departments.
“By responding to both regulatory expectations and market demands, we are confident that our gamification-driven approach will redefine the player experience in Greece.”
Soft2Bet’s Greek market entry marks the next step in Soft2Bet’s expansion across European markets, already holding a significant presence in Sweden, Denmark, Romania and Malta.
Outside of Europe, the company is also eyeing market entry in the US through an application for a licence in New Jersey.
Navigating new market entry
Expansion, whether it be in the US, Europe, or elsewhere, presents significant challenges for operators and suppliers alike.
David Yatom Hay, General Counsel for Soft2Bet, recently spoke to iGaming Expert about the complexities of new market entry, especially in a region like Europe, which he noted is “a bit more tighter right now” as regulators are “pushing towards increased licence fees”.
He continued: “Picking those specific markets is becoming a very complex task. We look into the profitability of the market, understanding if we, as an operator and as a supplier, are capable of operating within those territories successfully.
“We look into the marketing restrictions, we look into the bonusing, we look into the player value in those territories and then understand if it’s a viable market.”
Yatom also emphasised Soft2Bet’s excitement at the prospect of entering New Jersey and stated the firm’s desire to bring “something innovative and that will change the environment of gameplay” to the market.
