Soft2Bet's Martin Collins believes blending B2B and B2C is key to success. As they prep for a Q1 2025 B2C launch in New Jersey, Collins sees it as an advantage, allowing them to better understand local markets and enhance their B2B services. He criticizes U.S. operators for relying too heavily on bonuses, calling it a "race to the bottom." Instead, Soft2Bet focuses on engagement through gamification, extending user screen time from 15 minutes to over an hour—shifting competition from casinos to giants like Netflix and TikTok.

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