Soft2Bet Enters African Market Through Partnership with Channels TV

Soft2Bet has officially ventured into the African market by partnering with Nigeria’s leading media company, Channels Media Group. Under a multiyear turnkey agreement, Soft2Bet will power Channels’ online sports betting and casino platform, Waddibet.com/ng, bringing its extensive industry expertise to Nigeria’s regulated market.

This collaboration combines Channels Media Group’s local market knowledge with Soft2Bet’s advanced platform solutions and Managed Services. The partnership aims to enhance customer acquisition and retention through Soft2Bet’s Motivational Engineering Gamification Application (MEGA), a gamification tool designed to optimize content quality and maximize player engagement in regulated markets.

Martin Collins, chief business development officer at Soft2Bet, expressed excitement about the expansion, stating, “As a group, Soft2Bet is truly delighted to announce its first African partnership with a high-calibre media partner like Channels TV. 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.”

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Soft2Bet has significantly increased its regulatory presence over the past year by entering markets in Sweden, Denmark, Romania, and Italy. With its expansion into Nigeria, Africa’s largest economy and most populous nation, the company continues to pursue its strategic goal of global growth. As part of its roadmap, Soft2Bet plans to integrate new partners and expand its content offerings, ensuring a robust turnkey solution for its clients.

Tobi Momoh, group strategist & consultant at Channels Media Group, highlighted the value of this collaboration, stating, “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.”

Operating with over 13 licenses worldwide, Soft2Bet boasts proprietary MEGA technology that has transformed how operators enhance player loyalty and satisfaction. The company recently managed to boost its live casino offerings after having secured agreements with Livespins and CreedRoomz, along with its existing partnerships with BetGames and Playtech.

Source:

“Soft2Bet takes its first steps into Africa with a multi-year Turnkey deal with media leader Channels TV“, soft2bet.com, January 16, 2025.