Soft2Bet, a leading iGaming provider, has strengthened its presence in Nigeria through a multi-year partnership with Channels Media Group, a prominent local media company. This collaboration will see Soft2Bet power Waddibet, Channels Media Group’s sports betting and casino brand, while managing customer acquisition and retention strategies. Additionally, the integration of Soft2Bet’s Motivational Engineering Gamification Application (MEGA) aims to enhance player engagement and deliver competitive ROI. With this venture, Soft2Bet enters Africa’s largest economy, showcasing its ambition for sustained growth across regulated markets. The partnership reflects the potential of combining local expertise with cutting-edge global iGaming solutions.

Soft2Bet’s Partnership with Channels Media Group

Waddibet to leverage Soft2Bet’s expertise:

Soft2Bet will manage Waddibet’s customer acquisition process and retention strategy, ensuring robust operational support and engagement for Nigerian players.
This move positions Waddibet as a premium brand within Nigeria’s growing iGaming market.
Gamification to elevate player experience:

Channels Media Group will deploy Soft2Bet’s Motivational Engineering Gamification Application (MEGA) to enhance content delivery and engagement.
MEGA’s innovative features aim to boost player satisfaction and generate competitive ROI in regulated jurisdictions.
Local expertise meets global innovation:

Tobi Momoh, Group Strategist of Channels Media Group, emphasized the significance of blending local market knowledge with Soft2Bet’s advanced iGaming technology.
The partnership is poised to set new industry standards, creating a leading iGaming brand for Nigeria.

Nigeria: A Strategic Market for Soft2Bet

Entry into Africa’s largest economy:

Nigeria represents a vibrant and dynamic market with immense potential for iGaming growth, thanks to its large population and strong economic base.
Martin Collins, Soft2Bet’s Chief Business Development Officer, expressed confidence in the synergy between Channels TV’s brand equity and Soft2Bet’s localized solutions.
Expanding Soft2Bet’s global footprint:

The Nigerian venture marks Soft2Bet’s first African partnership, complementing its success in Europe’s regulated markets like Sweden, Denmark, and Italy.
This collaboration aligns with Soft2Bet’s 2025 roadmap, emphasizing B2B integrations and geographical expansion.

Commitment to Innovation and Growth

Focus on gamification and engagement:

The integration of MEGA underscores Soft2Bet’s dedication to player-centric innovation, ensuring immersive and rewarding experiences.
Gamification features provide operators with tools to maximize engagement metrics and long-term player loyalty.
Setting industry benchmarks:

By merging local insights with global expertise, the partnership aims to establish a premium iGaming brand in Nigeria, raising the bar for the industry.

Leadership Perspectives on the Collaboration

Soft2Bet’s perspective:

Martin Collins highlighted the importance of high-calibre partnerships, stating that this collaboration exemplifies Soft2Bet’s ability to deliver localized, powerful solutions in emerging markets.
Channels Media Group’s perspective:

Tobi Momoh expressed enthusiasm about integrating Soft2Bet’s advanced technology, emphasizing a shared commitment to delivering unmatched entertainment and setting new industry standards.

Strategic Implications for the iGaming Industry

Market expansion opportunities: Soft2Bet’s entry into Nigeria opens pathways for further growth across Africa’s emerging iGaming markets.
Focus on localized solutions: The partnership highlights the importance of tailored strategies to meet unique regional demands.
Innovation as a growth driver: Gamification tools like MEGA underscore the growing emphasis on player engagement technologies in the iGaming sector.