Soft2Bet has made its first move into Africa by partnering with Nigeria’s Channels Media Group, marking an exciting new chapter for the European iGaming powerhouse.

This multiyear agreement brings together Soft2Bet’s innovative technology and Channels TV’s extensive local knowledge, instilling confidence in the audience about the success of this partnership. Additionally, the collaboration will deliver Nigerian players a unique and engaging online betting experience.

Waddibet.com/ng, Channels Media Group’s online sports betting and casino platform, is at the heart of this partnership. Soft2Bet will power Waddibet with its comprehensive platform solution, handling everything from customer acquisition to retention strategies. This approach ensures a seamless gaming experience for users while driving value for the Channels TV brand.

Gamification at the core

Channels Media Group will leverage Soft2Bet’s Motivational Engineering Gamification Application (MEGA), a unique gamification solution developed by Soft2Bet, to elevate player engagement.

Furthermore, this gamification solution will boost player interaction and deliver a favourable return on investment (ROI) for operators in regulated markets. The partnership promises to set new standards in player engagement and retention by combining gamification with locally relevant content.

Tobi Momoh, Group Strategist and Consultant at Channels Media Group, expressed optimism about the collaboration. As a key figure in the strategic planning and consulting team, he said:

“Our joining forces with Soft2Bet will blend our local expertise with their cutting-edge online sports betting and casino operations. We’re also excited about integrating Soft2Bet’s MEGA gamification and confident in our ability to deliver premium content that elevates player engagement across the market. Together, we’re committed to establishing a leading iGaming brand that provides unmatched entertainment to our players.”

A strategic step into Nigeria

The selection of Nigeria as Soft2Bet’s first African market is a strategic move that demonstrates the company’s foresight and planning. With a population exceeding 200 million, Nigeria is Africa’s most populous nation and its largest economy. Subsequently, the country’s growing internet penetration and increasing demand for regulated gaming make it a prime target for Soft2Bet’s expansion efforts. Amidst Nigeria’s growing regulatory landscape, highlighted by Google’s recent ban on gambling ads, Soft2Bet’s partnership with Channels Media Group positions the company to navigate these changes effectively.

Martin Collins, Chief Business Development Officer at Soft2Bet, highlighted how significant this partnership is.

“Soft2Bet is truly delighted to announce its first African partnership with a high-calibre media partner like Channels TV. Nigeria is a vibrant market, and the combination of Channels TV’s strong brand equity and our localised, powerful solutions will deliver strong growth in this major market.”

Building on success

Soft2Bet’s move into Nigeria is a natural progression following its successful European regulatory expansion. Over the last two years, the company has established itself in key markets like Sweden, Denmark, Romania, and Italy. This African partnership signals the next phase of its global strategy, which includes continued geographical expansion and strengthening its position as a leading B2B provider. Soft2Bet’s proven ability to thrive in regulated environments across Europe equips it to adapt to Nigeria’s decentralised regulatory changes, following the Supreme Court’s annulment of the National Lottery Act.

Soft2Bet has a busy year ahead. The company plans to launch in New Jersey by the first quarter of 2025, adding new partners to its B2B platform and expanding its content library. This growth strategy will ensure Soft2Bet remains competitive in a rapidly developing industry.

Why this matters

This partnership between Soft2Bet and Channels Media Group is a milestone for both parties. For Soft2Bet, it represents a bold step into the African market with a . For Channels Media Group, it’s an opportunity to enhance its iGaming operations with cutting-edge technology and proven expertise. Together, they aim to transform Nigeria’s iGaming landscape, creating a premium experience for players while driving strong business growth.

As the iGaming industry grows into new markets, partnerships emphasise merging local knowledge with global expertise is vital. For Soft2Bet, this is only the beginning of what promises to be an exciting journey into Africa.

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