Soft2Bet: Transforming regulatory compliance into a strategic advantage in emerging igaming markets

As emerging markets continue to present new opportunities in the igaming industry, regulatory compliance is proving to be a key driver of growth. For operators looking to expand, understanding local regulations is essential. In competitive jurisdictions where agility and differentiation are crucial, turning regulatory challenges into strategic advantages can make all the difference.

Reflecting on Soft2Bet’s strategic plans for entering markets such as Spain and New Jersey, this article highlights the role of proactive compliance, adaptable business models and localisation in driving sustainable success. The case of Tooniebet in Ontario further demonstrates how understanding and addressing regulatory requirements can become a powerful competitive advantage.

Proactive compliance: a lever for growth

At Soft2Bet, regulatory compliance is more than a legal obligation, it is a cornerstone of growth. David Yatom Hay explains, “Anticipating regulatory changes allows us to swiftly align our operations with market requirements, strengthening our positioning and accelerating time to market.”

Soft2Bet minimises operational risks and builds strong relationships with regulators and partners by integrating compliance into every phase of its market entry strategy. This forward-thinking approach has enabled faster rollouts and ensured long-term operational stability in highly regulated markets like Sweden, Canada (Ontario) and Romania.

“Regulatory compliance is often viewed as a hurdle, but at Soft2Bet, we see it as an accelerator,” Yatom Hay adds. “By working closely with regulators and understanding upcoming legislative trends, we gain a first-mover advantage. This not only reduces delays but also allows us to launch tailored products faster than competitors.”

Emerging markets: balancing opportunity and regulation

Emerging igaming markets such as Latin America, parts of Africa and Eastern Europe are attracting attention due to their growth potential. However, these regions come with unique regulatory landscapes. Yatom Hay emphasises that successful market entry requires a blend of patience, cultural understanding and regulatory agility.

“We’re witnessing a global shift where emerging markets are refining their regulatory frameworks. For operators, this is both a challenge and an opportunity. By entering early and aligning with evolving regulations, brands like Soft2Bet can establish a leadership position before the market matures,” he notes.

This approach not only reduces compliance risks but also ensures operational scalability when regulations tighten, a trend often seen in growing markets.

Adapting to local regulations: the Tooniebet example

The Ontario igaming market has become highly competitive since its regulation in April 2022. Major global brands have entered the space, making differentiation essential. Tooniebet’s market entry shows how balancing compliance with localisation and innovation can unlock market potential.

Ontario’s igaming sector has quickly become one of the most attractive yet challenging markets in North America. Since regulation, industry giants have vied for dominance, flooding the market with diverse offerings. Players now have an abundance of options, pushing operators to rethink how they stand out.

“Ontario offers a highly competitive environment with diverse offerings. Tooniebet focused on creating a player-centric experience, differentiating through gamification, extensive game selections and trusted payment methods like Interac,” Hay explains.

Localisation has been central to Tooniebet’s strategy. The platform features national landmarks, sports themes and Canadian cultural elements to ensure players feel at home. The brand’s partnership as the official online casino of the Ottawa senators further connects it with Ontario’s player base. Gamification plays a key role in player engagement, offering tournaments, challenges and a reward system that has resonated strongly with local players.

“The nucleus of Tooniebet starts with doing the basics very well: extensive game selection, fast withdrawals and reliable payment options,” Yatom Hay adds. “From there, we layered in best-in-class gamification that plugs directly into our games, offering tournaments and challenges that truly engage players.”

Gamification: a competitive differentiator

Tooniebet’s approach to gamification has become a cornerstone of its success in Ontario. Players can complete tasks to earn coins, which can be redeemed in the platform’s shop. A unique collection feature showcasing Canadian animals, sports and landmarks has further strengthened the brand’s local appeal.

“Gamification allows us to go beyond points and rewards, creating loyalty and sustainable ties between players and brands,” Yatom Hay notes.

Managing risks in new markets

Expanding into new markets comes with regulatory uncertainties. For Soft2Bet, managing these risks relies on building flexible business models that can adapt to regulatory changes without affecting operations.

“Our flexible architecture ensures we can scale or adjust quickly depending on regulatory shifts. This adaptability is essential for sustaining growth while managing compliance risks,” Yatom Hay says.

Tooniebet’s responsible gambling programme is another crucial element in its risk management approach. Prioritising player safety not only ensures compliance with local regulations but also strengthens brand reputation, a key advantage in Ontario’s competitive landscape.

“Responsible gambling isn’t just a checkbox for us: it’s part of our brand promise,” Yatom Hay says. “By embedding robust responsible gaming measures from day one, we meet regulatory expectations and build trust with players.”

Turning compliance into a competitive edge

The results of these strategies have been promising. Tooniebet has recorded consistent growth, with player registrations and engagement increasing month after month. The enhanced gamification features have proven popular, reinforcing that compliance, when paired with innovation, drives meaningful market share gains.

“We are extremely pleased with the positive response from Ontario players. Our growth metrics reflect the effectiveness of our player-first approach, supported by robust compliance and localisation strategies,” Yatom Hay adds.

Soft2Bet’s approach shows that regulatory compliance in emerging igaming markets is not just a requirement but a growth driver. Aligning operations with local regulations, adapting products to meet player preferences and building flexible business models allow operators to unlock significant opportunities.

In markets like Ontario, where competition is intense, regulatory complexities can be turned into operational strengths. For Soft2Bet and Tooniebet, compliance has become more than a necessity. It is a strategic advantage that fuels long-term success.

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.

David Yatom Hay is the general counsel of Soft2Bet and leads the group’s legal and regulatory work. For over a decade he has represented gambling companies in complex deals and large-scale M&A, with focus areas including sports betting platforms and B2B operations, which he is able to combine from experience gained within B2C companies.

Yatom Hay has managed successful licensing processes in major European countries and the US, with proficiency also extending to AML regulations and GDPR compliance, ensuring the lawful operation of his clients’ businesses.