Key points:
- Soft2Bet will launch a new iGaming brand in New Jersey in summer 2025, subject to regulatory approval
- The expansion is made possible through a market access agreement with Caesars Entertainment
- The company recently launched ElaBet.gr in Greece and secured a general gaming licence in Spain
Soft2Bet has announced plans to enter the US market with the launch of a new iGaming brand in New Jersey, expected to go live in summer 2025.
The move follows a market access agreement with Caesars Entertainment and is subject to regulatory approval.
The expansion marks a significant milestone for Soft2Bet, which currently operates across multiple European and Latin American jurisdictions.
In March 2025, the company launched ElaBet.gr in Greece after securing a local gaming licence, offering a range of exclusive Greek-themed games and live casino tables tailored to the market. This followed the company’s earlier approval for a general gaming licence in Spain.
Soft2Bet’s CEO Uri Poliavich commented: “We are set to redefine gamification here in the US and ultimately provide players with an incredible gaming experience with the debut of a new and transformative iGaming brand this summer.”
Good to know: Soft2Bet currently holds 16 gaming licences globally, including approvals in Denmark, Greece, Ireland, Italy, Malta, Mexico, Ontario, Romania, Spain and Sweden
The company has also integrated its Motivational Engineering Gaming Application (MEGA), a proprietary gamification tool, into its platforms. The technology is designed to increase player engagement and retention, with Soft2Bet reporting a 400% increase in screen time and a 65% rise in net gaming revenue among operators using the system.
Soft2Bet has not yet disclosed specific details about the branding or features of its upcoming New Jersey platform.
Further updates on the launch, including the official brand name and additional operational details, are expected in the coming months.
