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Soft2Bet has won the Innovation in Casino Entertainment award at the SBC Awards 2025 for its MEGA (Motivational Engineering Gaming Application) solution, recognising the product’s impact on player experience.

Soft2Bet is continuously reshaping the industry through its cutting-edge technologies, bridging the gap between casino and casual gaming. Rather than relying on bonus-heavy acquisition, Soft2Bet unites rigorous compliance and AML policies with fast-moving product innovation and a start-up spirit, bringing leadership and talent together behind MEGA to deliver compliant growth and stronger retention.

iGaming Powered by Entertainment

In 2024, Soft2Bet was recognised for innovation across its platform, including its casino and sportsbook products. This year, Soft2Bet has demonstrated that gamification is entertainment, offering players meaningful progression, real choice and localised experiences. In challenging European markets, Soft2Bet’s brands act as a proof of concept with their successes, demonstrating higher retention, stronger engagement, and sustainable performance, achieved responsibly and without having to rely on excessive bonus offers.

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One gamified system for market growth

Gamification in iGaming has evolved from a simple marketing add-on to a core design philosophy that shapes the entire player journey. The Innovation in Casino Entertainment Award recognises this industry-wide shift and sets a clearer standard for the sector. Soft2Bet’s MEGA gamification engine transforms this concept into a unified engagement layer across the casino, fully configurable by market and grounded in missions, seasonal events, and transparent rewards. The result is not only better entertainment and stronger loyalty among players, but also a sustainable model that aligns with local licensing requirements and supports long-term growth.

Rasmus Sojmark, CEO and Founder of SBC, commented: “Soft2Bet is a shining example of innovation in action, so massive congratulations on winning the Innovation in Casino Entertainment award. Their MEGA product is a true benchmark for innovation, and their role in leading the Gamification Academy, which we introduced this year at SBC Summit, shows that they are not only innovators but also knowledge leaders who willingly share their expertise with the entire industry. Their work continues to raise the standard for what entertainment can and should be, so big kudos to the team.”

Oksana Tsyhankova, CCO at Soft2Bet, said: “Soft2Bet team accepts the challenge of delivering the best customer experience and bringing new entertainment to the iGaming industry. We are proving it by aligning leaders and talent across product, compliance and B2B, and by applying strong design, localisation and brand-building expertise”.

Beyond its award-winning product innovations, Soft2Bet also supported the Legends Charity Game, helped to facilitate the Gamification Academy that managed to gather the full audience hall of operators, and judged the inaugural First Pitch competition to bring a fresh layer of interactivity to the event and create something greater, contributing to the industry.

The post Soft2Bet recognised as Innovator in iGaming Entertainment by SBC Awards 2025 appeared first on European Gaming Industry News.

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BOS – the Swedish Trade Association for Online Gambling – comments on the inquiry into the so-called scope of application of the Gambling Act that was submitted to the Ministry of Finance today. The inquiry proposes that passive acceptance of Swedish gambling consumers shall be illegal for gambling companies that do not hold a Swedish gambling license. Gambling companies without a Swedish gambling license must therefore take active measures to exclude Swedish gambling consumers.

BOS welcomes the proposal and has been working towards such a change in the law ever since the reregulation of the Swedish gambling market in 2019.

“This is an important contribution to the possibility of strengthening the Swedish gambling license market, which is now proposed to criminalize almost all unlicensed gambling in Sweden. I foresee the government shortly submitting a bill to the Riksdag in accordance with the investigation’s proposal. Good job Mr. Investigator and with the hope of equally good job from the government and the Riksdag to now proceed with legislation on the matter. Unlicensed gambling in Sweden must be smoked out,” says BOS Secretary General Gustaf Hoffstedt.

The post BOS welcomes proposal to expand criminalization of unlicensed gambling companies appeared first on European Gaming Industry News.

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Midnite, Southampton’s official training kit partner and Sheffield United’s principal partner, will be putting on coaches – free of charge – for Saints fans for their 460-mile-round trip to Bramall Lane next Tuesday

UK sportsbook Midnite will be supplying free coach travel for Southampton fans for their trip to Sheffield United on Tuesday, September 30.

Midnite is the official training kit partner of Southampton and the principal partner of Sheffield United for the 2025/26 season, has created The Midnite Express to cover the near 500-mile-round trip to and from Bramall Lane.

The lucky Saints fans will be joined on The Midnite Express coaches by three Southampton legends, with one being none other than Matt Le Tissier.

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Le Tissier, who scored 100 goals in 270 top-flight appearances for Saints, said: “With the cost of living crisis that we’ve got going on in this country at the moment, with the train services, it’s really difficult for fans to get to and from these away games.

“And I think The Midnite Express initiative of putting coaches on for the fans to get up to Sheffield United is absolutely brilliant.

“I’ve never been to an away game on an official coach with loads of other Saints fans, so I’m really looking forward to it and looking forward to engaging with the fans on the bus.

“I’m sure we’ll have a good laugh and we’ll have an interesting journey, that’s for sure!”

Andrew Mook, Head of Brand Marketing at Midnite, added: “We’re absolutely delighted to launch The Midnite Express and to be able to offer Southampton supporters free coach travel to and from our principal partner, Sheffield United.

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“It’s hugely exciting for us to support the fans in this way and to give them the chance to follow their team without worrying about transport costs for a long midweek journey. It means more Saints fans can focus purely on supporting their team.

“We hope this makes the journey feel a lot closer, and the matchday even more special.”

The post Midnite Express: UK sportsbook laying on free coach travel for football fans appeared first on European Gaming Industry News.