Soft2Bet: How Campobet became a leading brand in Scandinavia

Campobet is one of Soft2Bet’s most established and renowned igaming brands. First licensed by the Malta Gaming Authority, it launched in 2020 with a focus on Scandinavia and Sweden in particular, where it has performed strongly over recent years and subsequently acquired a local licence following its approval by the Spelinspektionen regulatory authority. It has also been nominated for and won numerous sports betting operator industry awards.

As a brand, Campobet is a great igaming case study. In common with Betinia, another of Soft2Bet’s Scandinavia-focused brands, it has been highly successful in one of the most competitive markets in Europe.

In addition, following its launch in Sweden, Soft2Bet then launched Campobet in other markets, where a fully redesigned user interface was tailored to meet customers’ expectations in their respective markets and maximise commercial and operational performance across different geographies.

Gamification drives revenue

One of Soft2Bet’s key objectives has always been differentiation, and it does this throughout its brand portfolio thanks to the Motivational Engineering Gaming Application (MEGA), its industry-leading gamification solution.

Put simply, MEGA is Soft2Bet’s data-driven igaming solution for player retention. It enables operators to go beyond basic points and rewards systems, staples of so many loyalty schemes, and create gamified content that delivers stories that attract and engage players thanks to unique engagement features. The offering is unlike anything on the market and delivers high-quality content that increases player loyalty and drives revenue.

Importantly, our technologies provide Soft2Bet’s partners with access to sustainable profits that move them away from high marketing and promotional costs and finds a balance between player rewards and commercial returns.

In fact, Soft2Bet’s cutting-edge casino gamification solution drives down marketing budgets and, by focusing on engagement and long-lasting connections, increases performance and acquisition levels.

MEGA also highlights the important role gamification plays in modern igaming, where Soft2Bet has been a driving force, and shows how traditional loyalty programmes and one-size-fits-all retention approaches are becoming less effective.

And by operating a consumer-facing brand, Soft2Bet is able to rely on what it calls ‘B2C as proof of concept’ – that it then implements for its B2B partners, ensuring they can operate their brands with best practice toolsets.  

Challenges and solutions

As for primary objectives, Campobet set itself the goal to increase player engagement and lifetime values (LTVs), drive differentiation in a competitive market and enhance personalisation features for its players.

The key goal was to integrate gamification capabilities into a strictly regulated market, where bonusing and wagering conditions are tightly controlled. The business objective was to increase market share through a unique gamification approach. This called for a well-planned strategy that maintained a balance between innovation, compliance and localisation. The following steps were essential in reaching those goals:

• Special attention was given to compliance, especially with football-related content. To avoid copyright issues, we designed custom trophies, localised for Danish and Swedish markets after thorough research.
• Sweden’s strict regulations, whether in relation to bonusing or marketing communications with players, made implementing gamification challenging.
• However, thanks to MEGA’s powerful segmentation tools and targeted features, this enabled us to differentiate ourselves, while staying fully compliant with current regulations.

MEGA implementation

MEGA provided a highly flexible solution that delivered high-quality gamified content while ensuring full regulatory compliance, security and protection against bonus abuse and other fraudulent activities. The cutting-edge solution is also a strong asset when it comes to marketing activities and customer support as it encourages players to engage with the product rather than trying to attract them via costly bonuses or promotions.

Differentiation, personalisation and customisation

Soft2Bet’s key USP is performance, conversion, retention and user experience, which allows us to control results and target operators that want to offer unique experiences but highly targeted products to their players. That is why MEGA is a unique solution; it enables operators to add advanced gaming mechanics through simple integration. This ability drives LTV growth and expands gameplay with engaging but simple quests, challenges and missions that keep players engaged and coming back. 

By providing the most sophisticated personalisation features, our solutions adapt to players’ habits and preferences, meaning low-staking players will get set easier conditions but also gain smaller rewards, while VIPs will be given more demanding challenges that generate higher rewards. MEGA’s flexibility means our partners can choose off-the-shelf or bespoke options that enable them to reach the right levels of customisation for their players.

Retention loop

With MEGA, players can bet for real money by collecting loyalty points that they can use to play bonus games such as Bonus Crab and city and stadium builder games that engage with them by giving them levels to reach. They can earn extra rewards including free spins, free bets, bonus money and real-money prizes.

Results and KPIs

The initial Campobet launch in Sweden delivered strong conversion and LTVs and Soft2Bet has continued to build on this momentum by growing the brand in that country and expanding into neighbouring Denmark.

We localised the gamification elements to align with local customs and preferences, always ensuring strong player connections that go beyond points and rewards and helped the brand stand out in a crowded market. This fresh approach to design and gamification helped us secure a solid position in the market.

This drove the following metrics for Campobet in Denmark. Between April 2024 and January 2025, player retention levels increased by nearly +128% and GGR rose +123%. With our Betinia brand, MEGA led to a +65% increase in GGR compared to non-gamified brands, with 60% of players engaging with the solution.

Industry recognition

Campobet has been shortlisted in numerous industry awards including the EGR Nordics Awards 2022, EGR Marketing and Innovations Awards 2022 and EGR Europe Awards 2025. The brand’s last nomination was in the ‘Nordics and Baltics, operator of the year’ category in the EGR Europe Awards and MEGA won the in-house innovation award at the EGR Nordics Awards in 2024, once again highlighting Soft2Bet’s excellence and ability to create strong brands in major igaming markets.

Gamification, when done right, can have massively beneficial impacts on igaming operators, driving engagement, revenue and reducing investments thanks to data-driven casino insights. With MEGA, Soft2Bet provides a highly developed gamification solution that is easy to integrate thanks to a simple API. This process makes for optimal time to market and enables partners to establish themselves by acquiring and, importantly, retaining players at minimal costs when compared to many of their competitors that rely on bonuses and promotions.

About Soft2Bet

Soft2Bet is a leading igaming turnkey solutions provider that delivers high-quality products and services for online gambling operators. The company is known for its Motivational Engineering Gaming Application (MEGA), proven to enhance retention and engagement. Soft2Bet has deployed numerous successful igaming brands and holds more than 14 global licences.