iGaming turnkey solutions provider Soft2Bet has signed a multi-year turnkey agreement with Nigerian media company Channels Media Group to provide its platform solution and managed services in the country, which currently stands as the largest regulated market in Africa.
As part of the deal, Soft2Bet will power Waddibet.com/ng, Channels Media Group’s online sports betting and casino offering, managing its customer acquisition and retention strategy through its Managed Services offering.
The partnership will make use of Channels’ local knowledge and Soft2Bet’s online sports betting and casino expertise as the broadcaster leverages its reach to deploy Soft2Bet’s Motivational Engineering Gamification Application (MEGA), a gamification solution that increases operators’ ROI by providing quality content and driving player engagement in regulated jurisdictions.
Regulatory expansion
Soft2Bet’s regulatory footprint grew significantly in 2023 as the group entered major markets like Sweden, Denmark, Romania, and Italy. In 2024, the company continued this path and is set to now further build on its worldwide expansion plans with Africa’s largest economy and most populous country in partnership 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,” Soft2Bet announced.
Martin Collins, Chief Business Development Officer of Soft2Bet, said: “As a group, Soft2Bet is truly delighted to announce its first African partnership with a high-caliber 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 localized and powerful solutions will deliver strong growth in this major market.”
Tobi Momoh, Group Strategist & Consultant of Channels Media Group, added: “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 about 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.”
In a recent exclusive interview with Yogonet, Ben Scobie-Trumper, Senior Sales Manager at Soft2Bet, highlighted the company’s plans for the upcoming ICE Barcelona event. With 15 years of experience in the gaming industry, Scobie-Trumper is responsible for driving sales of the company’s gamification engines (MEGA) and turnkey platform in regulated markets.
Elaborating more about the company’s participation at the event, he said: “We will start this year with a workshop introducing the latest MEGA solution and platform updates. Scheduled for 21st January at 2:00 PM, this session will highlight how MEGA transforms player engagement and drives results through smart, scalable gamification tools.”
Original article: https://www.yogonet.com/international/news/2025/01/17/92037-soft2bet-partners-with-channels-tv-to-launch-waddibetcomng-platform-in-nigeria
