In this edition of the Industry Insider, we spoke with David Yatom Hay, General Counsel at Soft2Bet about how he got started in gaming, how Soft2Bet is innovating across the online gaming space, what Soft2Bet is excited to showcase at G2E 2024, and more.

With over a decade of experience in the gaming industry, predominantly in senior management and executive roles, could you share what initially attracted you to this field and how you have witnessed its evolution?

My journey into the iGaming field is actually quite a funny story. I started out working in a law firm, focusing on corporate, commercial, and regulatory work. One day, out of the blue, I was approached by a little-known company to be its first legal counsel. They said it was an "online gaming" company. I thought, "Great! I'll be dealing with video games!" Little did I know, "gaming" meant online gambling. But I thought, "Why not?" and took the plunge. That small company was SBTech, which later became part of DraftKings and the rest is history. The ride has been exhilarating ever since. The gaming industry is like a rollercoaster – ever-changing, always thrilling, and sometimes you feel upside down. Every day brings new challenges, and that's what keeps me hooked.

The industry has evolved significantly since I started. More markets in Europe and around the globe have developed stricter licensing rules and the environment has become more competitive. Despite this, some products still feel like they’re stuck in the dial-up era. That’s where Soft2Bet shines, with its innovative approach and gamification features. We're not just riding the wave of change; we're making the waves, especially with initiatives like the Soft2Bet Invest iGaming Innovation Fund, which helps budding gaming entrepreneurs bring fresh ideas to market.

Soft2Bet is a turnkey solutions provider, offering an extensive iGaming product suite for operators in regulated markets. With a mission to help operators build unique solutions specific to their customer base, could you elaborate on Soft2Bet’s approach to integrating new technology into its products to help its customers achieve this?

At Soft2Bet, we’re all about making things personal and fun. Imagine tailoring a gaming experience so perfectly that it feels like it was made just for you. That’s what we aim to do for our clients. Our secret sauce? A blend of cutting-edge technology and a dash of innovation.

Take our Motivational Engineering Gaming Application (MEGA) gamification engine, for example - a combination of casual gaming and real money gambling, it is designed to keep players on the edge of their seats. And the stats? They don’t lie – we've seen gross gaming revenue jump by more than 60% and player retention soar by 80-90%. We’re big fans of mobile gaming. With everyone glued to their smartphones these days, our goal is to create interfaces that are as intuitive and engaging as the latest viral app​​. This is the sort of change that we are introducing to the market.

And that is not all - for us AI and Machine Learning (ML) aren’t just buzzwords; they’re tools we use to personalize gaming experiences and keep things safe and fair. Plus, we dive deep into behavioral analytics to understand what makes players tick and then use that info to keep them coming back for more​​.

When it comes to the more “traditional” tools - in addition to our turnkey solution, we offer bespoke platforms that allow operators to pick and choose the best-in-class solutions that suit their needs – from casino and sportsbook solutions to CMS and KYC tools. We’re meeting them where they are, making sure they have exactly what they need to succeed​​. But it’s not just about the tech. We’re also keen on responsible gambling, adapting our practices to fit the unique regulations of different markets.

Soft2Bet’s team is constantly exploring what’s next for online gaming. What trends are interesting you the most right now? How is Soft2Bet innovating to maintain its leading edge in this dynamic landscape?

To maintain our leading edge, Soft2Bet is continually innovating by not only following and understanding but also staying ahead of trends. Our team is continuously monitoring the industry but here are a few main trends we’re following:

• Mobile Gaming: The proliferation of smartphones and this “always on” way of living continues to drive the popularity of gaming being a mobile-first arena. We are focusing on prioritizing our mobile gaming experience with user-friendly interfaces that are familiar to those who play casual games on their phone.
• Artificial Intelligence: AI and ML are transforming various aspects of online gaming, from personalized gaming experiences to fraud detection. Soft2Bet is investing in these technologies to improve user engagement, optimize game recommendations, and ensure a safe gaming environment.
• Behavioral Analytics and UX Innovation: Understanding player behavior and preferences through advanced analytics is crucial for enhancing user experience. Soft2Bet is leveraging behavioral analytics to personalize gaming experiences and employing UX innovation technologies to create intuitive, engaging, and enjoyable interfaces.
• Regulation and Compliance: Staying ahead of regulatory changes is vital. The industry is constantly evolving, and we make sure to adapt quickly to new regulations. This not only ensures compliance but also opens up new opportunities for innovation and growth​.

Soft2Bet exhibited for the first-time last year at G2E – the gaming industry event that convenes the global industry in one place to get business done. How has Soft2Bet's participation in last year's event fortified its industry positioning?

G2E 2023 was a milestone for Soft2Bet as it marked our debut in the U.S. market. It was our grand entrance on the American stage and significantly boosted our visibility and networking opportunities. We announced the impending launch of our MEGA engine at the event, which generated a lot of buzz among attendees and journalists. This exposure set us up for a successful year, enhancing our discussions at conferences across North America in 2024​​.

Moreover, we used G2E as a platform to meet the right partners, regulators, and audiences, which has been crucial for accelerating our expansion into this exciting new market. A key part of our strategy includes our applications in New Jersey, known for its robust regulatory framework and thriving gambling market. We’re excited to launch in New Jersey shortly, further establishing our footprint in the U.S​​.

G2E 2023 was not just about showcasing our products; it was about planting our flag in the U.S. market and laying the groundwork for future growth. It helped us connect with key stakeholders and demonstrate our commitment to innovation and excellence in the iGaming industry.

As preparation for G2E 2024 continues for everyone, how is Soft2Bet looking to make an impact at this year’s event?

For G2E 2024, Soft2Bet is ready to make a significant impact with several strategic initiatives. We'll be showcasing our latest MEGA innovations, allowing attendees to experience our user-centric designs and cutting-edge features firsthand​​.

A major highlight will be our upcoming launch in New Jersey, reinforcing our commitment to the U.S market and its rigorous regulatory standards​.

We’re looking forward to participating in key discussions on industry trends and the future of iGaming in North America, sharing our insights and vision. Additionally, our Soft2Bet Invest iGaming Innovation Fund will be in the spotlight as we meet with entrepreneurs and explore new investment opportunities. We're particularly excited about finding new initiatives from U.S. participants, further supporting our growth and innovation strategy.

Don’t miss your change to meet with Soft2Bet at G2E 2024 - the gaming industry event that convenes the global industry in one place to get business done. Register today and join us in Las Vegas, October 7-10.