Promoted feature: The shifting gambler mindset

EGR Intel (EGR): How has the coronavirus outbreak impacted your casino solutions?

Boris Chaikin (BC): The nature of our diverse business model means that the opportunity for gamblers to move between sportsbook and casino was already in place before the pandemic. However, with the suspension of live events, we have found that many customers who previously bet solely on sports have now migrated to our vast array of casino options. We’ve also seen a considerable uptake in esports and virtuals while live sports are on hiatus, though the reason our offering covers the whole gaming spectrum is to give customers the opportunity to bet on whatever they enjoy.

There’s been a noticeable migration of gamblers who previously bet on sports now becoming more interested in our casino offerings. We’ve also seen a rise in customers looking to our brands such as Nomini and Wazamba. Thanks to our team’s tireless work, our cutting-edge white-label portfolio has given partners a new option of potential revenue streams during this challenging period. With premium casino and alternative sports betting options alongside engaging virtuals and esports packages, our innovative portfolio has catered to the needs of sports fans who have been looking for an outlet for entertainment while live sports are still on an indefinite hiatus.

EGR: What moves have you made to mitigate the sports shutdown? Have you pushed esports/virtuals/etc?

BC: With live events on hold, we’ve noticed an increase across all our other verticals. While this unprecedented period has led to a pause in live events, it’s shown us that gamblers still want to play. Esports, virtual games and our casino have each experienced growth. And with a high-quality casino offering, we’ve found that many are now migrating to products they may not have been previously interested in. We’ve noticed that by offering top-tier content, a simple payment system and quality service, players have begun to move away from their favoured betting options and looking at new games.

EGR: What significance do you think verticals such as esports will hold when more traditional sports return? Will their popularity be sustained?

BC: Esports is a vertical with famously passionate fans. This tight-knit support community is likely to stay put: esports punters usually know all about the latest tournaments, teams and sponsorship deals. Most enjoyed betting on esports long before Covid-19 wiped out live sport, and most will stick with it long after the pandemic subsides.

For many, the entry-level barriers to placing a bet on esports are therefore prohibitively high. That’s why sports bettors seeking alternatives often turned to the casino sector during the hiatus on live fixtures. Our latest dynamic aggregation platform, FEZbet, provides both world-class casino games for those in pursuit of replacements and engaging sports betting options ready to go when the live action returns.

EGR: Looking ahead into a post-Covid world, what sportsbook or casino innovations/plans does Soft2Bet have planned?

BC: We’ve lined up a raft of innovative new products to be unveiled in the coming period. Our unique sportsbook brand, Rabona, showcases a range of cutting-edge gamification features, including an in-built tool allowing users to collect cards with their favourite teams and players. The site’s varied selection of distinctive features allowed it to continue attracting significant traffic, while other sportsbooks were struggling to persevere because of disruption to the fixture schedule.

EGR: Finally, what are your predictions for sports betting over the next 12 months? Will the industry be able to bounce back fully from this period of uncertainty we have been living through?

BC: We expect that every major league will have returned to action and wrapped up their respective seasons within the next three months. As live sport restarts in empty stadia, more supporters than ever will be following the action from home. Many of the fans unable to support their teams in person on match day will instead be placing bets. We therefore anticipate an uptick in online activity, however anyone making assured predictions in the current climate has not been paying enough attention to the fluidity of the situation. What’s most important is that companies offer a comprehensive and diverse amount of content for those players who are still looking to be entertained amid complex times.

With a passion for creating new products and 19 years working in the egaming industry, Soft2Bet’s CEO Boris Chaikin has a wealth of experience in building and managing teams in areas such as marketing, customer support, CRM and general operations. Chaikin has previously held the roles of marketing director and general manager at the B2B sportsbook and platform provider OffsideGaming for over five years out of his 10 years with the company.