Through this partnership, Soft2Bet aims to retain players and provide a better playing experience, by incorporating well-liked and innovative game mechanisms.

The clients of Soft2Bet's network will be able to access these games directly. Soft2bet's distribution partners should have access to mechanics like Popwins and Multipop as early as February.

Additionally, this agreement will offer Soft2Bet more chances for growth in line with its broader corporate objectives and long-term strategic plan.

Daniel Mitton, Director of Gaming at Soft2Bet, said: “AvatarUX has a flair for innovation in their games and in-game mechanics very much aligns with Soft2Bet’s goals of providing an immersive experience for players.

"We are very pleased with this new business partnership as there is no doubt that it will further expand the commercial potential in global markets.”

Nicola Longmuir, AvatarUX’s CEO, said: “Soft2Bet is an established platform provider and aggregator and we are delighted to launch our content on their network. We are looking forward to expanding our distribution through this partnership and seeing our top-performing and innovative products reaching new markets and players.”

In January 2023, Soft2Bet and Playson, a provider of online gambling material, signed a distribution partnership. The deal aimed to simplify the distribution of Playson's gaming content on Soft2Bet's platform.

Also in January, Soft2Bet entered the Danish market with its Betinia brand.

Soft2Bet Head of Country Teams Peter Christian Noer said: “We are very pleased to continue expanding our footprint in the European market as the entrance of our brand, Betinia in the Danish market further develops our presence in the rapidly developing Nordic region."