In order to explore the African betting market, a leading bookmaker, Soft2Bet, has partnered with a prominent media firm, Channels Media Group.
The collaboration is to take advantage of the media platform to deploy Soft2Bet’s Motivational Engineering Gamification Application (MEGA), the gamification solution that enables operators to deliver market-leading ROI by providing quality content and driving player engagement in regulated jurisdictions.
As part of the deal, the online sports betting and casino company will power the broadcast station’s online sports betting and casino offering, Waddibet, to drive value for the group by managing its entire customer acquisition and retention strategy through its market-leading ‘Managed Services’ offering.
“Our joining forces with Soft2Bet will see us blend our local expertise with their cutting-edge online sports betting and casino operations.
“We’re also highly excited at the thought of integrating Soft2Bet’s MEGA gamification and are confident in our ability to deliver premium content and elevate player engagement across this market.
“Together, we’re committed to setting new industry standards and establishing a leading iGaming brand that will provide unmatched entertainment to our players,” the Group Strategist and Consultant of Channels Media Group, Tobi Momoh, said.
On his part, the Chief Business Development Officer of Soft2Bet, Martin Collins, said, “As a group, Soft2Bet is truly delighted to announce its first African partnership with a high-calibre media partner like Channels TV.
“Nigeria is the continent’s largest economy and a vibrant market and the combination of Channels TV’s strong brand equity and our highly localised and powerful solutions will deliver strong growth in this major market.”
Soft2Bet’s regulatory footprint grew significantly in 2023 as the group entered major markets like Sweden, Denmark, Romania and Italy and in 2024 this has continued and it is set to forge ahead on this path with worldwide expansion into Africa’s largest economy and most populous country with Channels TV.
As the company executes on its strategic roadmap throughout 2025 it will continue integrating new partners to its B2B platform and adding to its content library to deliver the richest and most complete turnkey solution for its partners.