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Soft2Bet’s official MEGA launch during ICE London 2024

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Soft2Bet celebrated ICE 2024 in style as more than 40,000 delegates descended on the London Excel expo centre and also held meetings, participated in discussion panels, workshops and an amazing partners party in London!

 

Soft2bet’s stand: a symbol of MEGA growth and innovation

With an amazing new stand highlighting another year of strong growth, ICE 2024 also marked the official launch of Soft2Bet’s Motivational Engineering Gaming Application (MEGA), its unique gamification technology suite; as it showcased the latest updates and innovations it has brought to its casino and sportsbook solutions, driving value for its current, new and prospective partners.

The company hosted a whole series of workshops where company leaders provided updates on a broad range of products, B2B services and platform developments, while senior executives also took part in conference panels to discuss how the industry can move forward in cooperation with key stakeholders.

https://www.youtube.com/watch?v=OaqFp42BNxI

 

ICE WORKSHOPS & MEGA PRODUCTS

Product Manager Olga Melnyk updated partners with the latest developments we have brought to our leading gamification products City Builder, Stadium Builder and Bonus Crab, while Chief Product Officer Yoel Zuckerberg provided further detail on the continued progress his team has made on Motivational Engineering Gaming Application (MEGA), our unique gamification technology that drives higher engagement, activity and revenues.

Commenting on ICE, Yoel said: “As we often say, Soft2Bet takes gamification seriously and the growth it generates is proof that this focus is the right one for us. It was a pleasure to meet and update partners on the latest innovations we have brought to our products and we look forward to providing them with even more commercial benefits, growth and expansion as we move forward into 2024.”

Our Chief Business Development Officer Martin Collins  welcomed partners and delegates with a presentation of our B2B products and services and how Soft2Bet’s comprehensive platform is tailored to drive growth and commercial success.

Martin commented: Being able to show delegates how Soft2Bet’s B2B solutions help businesses grow was fantastic. Events like ICE are a great opportunity for meeting contacts and partners in person and being able to educate them in how our products work and help them grow their revenues was highly enjoyable. As a company Soft2Bet is known as a leader in gamification with MEGA, but we also provide a full package of best-in-class platform and sportsbook solutions that are backed up with powerful CRM, payments and security services.”  

 

ICE VOX WORLD REGULATORY BRIEFING

Soft2Bet General Counsel David Yatom Hay discussed the changing role of gambling compliance and how iGaming companies connect corporate ethics with commercial growth during the ICE Vox World Regulatory Briefing.

The panel discussed how sustainability and good governance were now integral components of iGaming companies’ corporate roadmaps.

David commented: “Compliance plays a key role at Soft2Bet as we balance growth with corporate ethics. We drive the business forward by understanding the interaction between all these factors. As we mature as a business we are also constantly improving in how we balance commercial goals with ethics and expanding our regulatory footprint.”

 

SOFT2BET PARTNERS PARTY

More than 300 specially-invited guests made their way to London’s iconic Aqua Shard restaurant overlooking the city on Wednesday evening for an amazing cabaret-themed party.

Welcoming partners and meeting them is one of the major benefits of ICE and Soft2Bet’s Chief Marketing Officer Oksana Tsyhankova commented: “Soft2Bet is well known for its fantastic parties, and we strive to exceed ourselves each time. The same goes for business. We care about our partners and create the best experience to mark our mutual success, growth, and achievements!”  

Betshield

Bets, vapes e a ilusão da proibição

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A discussão sobre a proibição de apostas online no Brasil ressurge em um momento sensível do debate público, marcado por soluções simplistas para temas complexos.

Neste artigo, Thiago Iusim, fundador e CEO da Betshield Responsible Gaming, analisa os paralelos entre o mercado de cigarros eletrônicos e o setor de ‘Bets’, destacando como a tentativa de eliminar uma atividade por decreto tende a empurrá-la para a informalidade.

Para ele, a experiência brasileira mostra que proibir não extingue mercados — apenas reduz a capacidade de controle do Estado e amplia riscos para o consumidor.

O Brasil já viu esse filme antes.

Existe uma solução mágica que sempre reaparece no debate público brasileiro, normalmente em período eleitoral, quando um tema se torna politicamente incômodo: proibir.

A lógica é sedutora. No discurso, o “problema” desaparece. Na prática, ele apenas muda de endereço.

O caso dos cigarros eletrônicos mostra isso com clareza.

Os vapes nunca foram autorizados no país. São oficialmente proibidos desde 2009. Em teoria, portanto, não deveriam existir em terras tupiniquins. Na prática, estão por toda parte, sem controle sanitário, sem fiscalização efetiva e sem qualquer garantia sobre a procedência do produto.

A proibição não eliminou o mercado. Apenas eliminou a possibilidade de cercá-lo com regras.

Uma reportagem recente da CNN sobre o avanço das apreensões de cigarros eletrônicos ajuda a dimensionar esse fenômeno. O país não acabou com os vapes. Apenas empurrou esse mercado para um ambiente onde o Estado perdeu capacidade de controle.

O Estado proibiu. O crime organizado agradeceu e aplaudiu de pé.

Essa experiência ajuda a entender o momento atual do debate sobre apostas online no Brasil.

As bets já existiam antes da Lei 14.790/2023. Durante anos, o país conviveu com um mercado ativo, acessível pela internet e operando a partir do exterior, sem arrecadação, sem supervisão e sem instrumentos efetivos de proteção ao consumidor.

A atividade não surgiu com a lei. A lei surgiu porque ela já existia.

Regular foi a forma racional de trazer esse mercado para dentro de um ambiente controlável, com licenças, outorgas, identificação de usuários, prevenção à lavagem de dinheiro, regras de publicidade, mecanismos de proteção ao jogador.

Dezesseis meses depois, o debate público volta a flertar com a mesma solução simplista aplicada aos vapes: a ideia de que proibir faria a atividade desaparecer.

A essa altura, já deveríamos saber que não funciona assim.

No caso das apostas, o Brasil havia escolhido um caminho diferente: regular para controlar. Proteger o cidadão e a economia popular.

Voltar agora a discutir proibição como resposta para um mercado que já existe seria mais do que um erro regulatório.

Seria uma contradição histórica.

Ou, talvez, apenas a manifestação mais confortável de um certo moralismo público que prefere empurrar a atividade para a clandestinidade em vez de reconhecer sua existência.

No plano do discurso, a proibição pode soar vitoriosa. Na prática, ela serve apenas como embalagem moralmente confortável para soluções apressadas e politicamente convenientes.

Isso não passa de fantasia eleitoral. E, desta vez, ninguém poderá dizer que não conhecia o roteiro.

Thiago Iusim
Fundador e CEO da Betshield Responsible Gaming

The post Bets, vapes e a ilusão da proibição appeared first on Americas iGaming & Sports Betting News.

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Sports Betting, E-cigarettes and the Illusion of Prohibition

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The debate over banning online betting in Brazil is resurfacing at a sensitive moment in the public discourse, marked by simplistic solutions to complex issues.

In this article, Thiago Iusim, founder and CEO of Betshield Responsible Gaming, analyzes the parallels between the electronic cigarette market and the ‘Bets’ sector, highlighting how attempts to eliminate an activity by decree tend to push it into informality.

According to him, the Brazilian experience shows that prohibition does not eliminate markets — it merely reduces the State’s ability to control them and increases risks for consumers.

Brazil has seen this movie before.

There is a magic solution that always seems to return to public debate, especially in election season, whenever an issue becomes politically inconvenient: ban it.

The logic is seductive. In the political narrative, the issue disappears. In real life, it simply moves elsewhere.

E-cigarettes make that point painfully clear.

Vapes have never been authorized in Brazil. They have been officially banned since 2009. In theory, they should not exist. In practice, they are everywhere, sold through social media, messaging apps, marketplaces, street vendors, and small retail shops, with no sanitary controls, no effective oversight, and no real guarantee of origin.

Prohibition did not eliminate the market.

It only eliminated the possibility of surrounding that market with rules.

A recent CNN report on the surge in e-cigarette seizures helps show the scale of the problem. Brazil did not get rid of vapes. It simply pushed the market into an environment where the state lost the capacity to control it.

The state banned it. Organized crime applauded.

That experience helps explain the current debate around online betting in Brazil.

Bets existed long before Law 14,790/2023. For years, Brazil lived with an active market operating online and from abroad, with no local tax collection, no regulatory oversight, and no effective consumer protection tools.

The activity did not emerge because of the law. The law emerged because the activity already existed.

Regulation was the rational response. It was the way to bring an already existing market into a controllable framework, with licenses, concession fees, user identification, anti-money laundering requirements, advertising rules, and player protection mechanisms.

And yet, just eighteen months later, public debate is once again flirting with the same simplistic solution applied to vapes: the fantasy that prohibition would make the activity disappear.

By now, Brazil should know better.

In the case of betting, the country had chosen a different path: regulate in order to control. Protect consumers. Protect the broader economy.

To now return to prohibition as a response to a market that already exists would be more than a regulatory mistake.

It would be a historical contradiction.

Or perhaps simply the most comfortable expression of a certain kind of public moralism that would rather push an activity into the shadows than acknowledge its existence.

In political discourse, prohibition can sound like victory.

In practice, it often functions as morally comfortable packaging for rushed and politically convenient decisions.

This is nothing more than electoral fantasy. And this time, no one will be able to say they did not know how the story would end.

 

Thiago Iusim
Founder and CEO of Betshield Responsible Gaming

The post Sports Betting, E-cigarettes and the Illusion of Prohibition appeared first on Americas iGaming & Sports Betting News.

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Los nuevos desafíos de la industria del iGaming en 2026

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En un artículo exclusivo para Gaming Americas, Udo Seckelmann, socio de Bichara e Motta Advogados, analiza cómo el mercado brasileño de iGaming ha entrado en una nueva fase de madurez tras el BiS SiGMA South America 2026.

Dejando atrás las expectativas regulatorias, la industria ahora enfrenta presiones reales a nivel operativo, político y económico, lo que plantea interrogantes clave sobre la sostenibilidad, la fiscalización y el equilibrio entre crecimiento y protección del consumidor en uno de los mercados de apuestas más dinámicos del mundo.

En un artículo exclusivo para Gaming Americas, Udo Seckelmann, socio de Bichara e Motta Advogados, analiza cómo el mercado brasileño de iGaming ha entrado en una nueva fase de madurez tras el BiS SiGMA South America 2026. Dejando atrás las expectativas regulatorias, la industria ahora enfrenta presiones operativas, políticas y económicas reales, lo que plantea preguntas críticas sobre sostenibilidad, aplicación normativa y el equilibrio entre crecimiento y protección del consumidor en uno de los mercados de apuestas más dinámicos del mundo.

BiS SiGMA 2026 dejó en claro que la conversación en torno al sector de apuestas en Brasil ha cambiado de forma fundamental. La industria ya no se discute como una oportunidad futura moldeada por expectativas regulatorias, sino como un ecosistema en funcionamiento sujeto a presiones del mundo real. Con el marco regulatorio en vigor y operadores activos, el foco se ha desplazado hacia cómo se comporta realmente el mercado bajo regulación y en qué puntos ese marco está siendo puesto a prueba.

Este cambio fue evidente tanto en la calidad de las discusiones como en el perfil de los participantes. En ediciones anteriores, gran parte del debate se centraba en el marco regulatorio ideal, la tributación y las estrategias de entrada al mercado. En 2026, el foco se trasladó hacia temas más sofisticados y, en muchos sentidos, más desafiantes: implementación regulatoria, fiscalización y el equilibrio entre crecimiento y protección del consumidor.

Un elemento adicional que permeó muchas de las discusiones fue el reciente endurecimiento del discurso político hacia el sector. Declaraciones del Presidente que sugieren la posible eliminación del mercado regulado de apuestas, así como iniciativas en el Congreso orientadas a restringir de forma amplia la publicidad del sector, revelan preocupaciones legítimas sobre externalidades negativas, pero también un riesgo concreto de que la política pública se diseñe de forma desconectada de la nueva realidad regulatoria.

La crítica aquí no se dirige a la preocupación por la protección del consumidor, que es sin duda esencial, sino a la forma en que se ha llevado a cabo este debate. Medidas prohibitivas o excesivamente restrictivas, particularmente en el ámbito de la publicidad, tienden a producir efectos adversos ya observados en otras jurisdicciones: menor capacidad de canalización hacia el mercado regulado, fortalecimiento de operadores ilegales y debilitamiento de los propios mecanismos de protección al consumidor.

En este contexto, la publicidad no debe ser vista únicamente como un factor de riesgo, sino también como una herramienta de política pública. Es a través de la publicidad que los operadores licenciados pueden diferenciarse de entidades no reguladas, comunicar prácticas de juego responsable y operar dentro de parámetros auditables. Las restricciones desproporcionadas, en la práctica, reducen la visibilidad de quienes están sujetos a regulación, al tiempo que amplían el espacio para quienes operan fuera de ella.

Además, la inestabilidad del discurso político, especialmente cuando coquetea con escenarios de prohibición tras años de esfuerzos para estructurar un mercado regulado, genera una importante inseguridad jurídica. Las inversiones realizadas bajo un marco regulatorio reciente son reevaluadas, los costos de cumplimiento aumentan y el apetito de nuevos entrantes tiende a disminuir. En última instancia, esto afecta no solo el desarrollo del sector, sino también la recaudación del gobierno y los objetivos regulatorios originales perseguidos por el Estado.

Otro tema clave discutido durante el evento fue el impacto del aumento de la carga impositiva, particularmente tras el incremento del Gaming Tax, sobre la competitividad del mercado regulado. Existe una preocupación legítima de que un entorno excesivamente gravoso, combinado con fuertes restricciones publicitarias, pueda generar un escenario económicamente inviable para los operadores licenciados, incentivando nuevamente la migración hacia el mercado no regulado.

Otro punto destacado del evento fue el debate en torno al rol de los intermediarios tecnológicos, incluidos los market makers en segmentos emergentes como los prediction markets. La expansión de estos modelos plantea importantes interrogantes regulatorios: en qué medida los marcos existentes son suficientes para acomodar estas innovaciones y cuándo será necesario avanzar hacia regímenes regulatorios específicos, posiblemente bajo la supervisión de autoridades como el regulador del mercado de valores.

Una comparación con ediciones anteriores de BiS SiGMA demuestra claramente la creciente madurez del sector. Si Brasil alguna vez fue visto como una gran promesa, hoy es una realidad compleja que requiere ajustes finos y coordinación institucional. La agenda ha pasado de la apertura del mercado a la gobernanza, ahora bajo un escrutinio político y social mucho más intenso.

Por último, un aspecto que merece especial atención es la creciente profesionalización de todos los actores involucrados. Operadores, reguladores, proveedores de servicios e incluso el debate público han evolucionado significativamente. Hoy existe una comprensión más clara de que el éxito del mercado brasileño depende de su credibilidad y de su sostenibilidad a largo plazo.

Udo Seckelmann
Socio del área de Gambling & Crypto en Bichara e Motta Advogados

The post Los nuevos desafíos de la industria del iGaming en 2026 appeared first on Americas iGaming & Sports Betting News.

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