In the latest interview with CIOReview, Soft2Bet’s Director of Gaming, Daniel Mitton elaborates on the many important breakthroughs the company has made over the years, as it continues to refine its sophisticated casino and sportsbook solutions.

As the Director of Gaming at Soft2Bet, can you elaborate on how your company has been able to deliver world-class casino and sports betting platforms? Can you also elaborate on the significant challenges you faced while incorporating gamification into the same?

‍

I think that analogy is correct - we certainly deliver a world class and multi-diverse platform option for existing and potential B2B clients. I would say we focus on 6 pillars when it comes to this:

1. Technology - We have the ability to rapidly produce a brand within 2 months due to our highly advanced tech stack and wonderful engineers in Cyprus. 
2. Aesthetics - We pride ourselves in delivering only the top echelon in terms of graphics and designs, that are generally custom-made on a brand level. 
3. Product - this is my bread and butter, we have optimised our product to the highest extent. You will not see a better offering in terms of content, while we always look towards localisation on a market level. 
4. Marketing - We have a plethora of marketing ventures ranging from optimised welcome journeys, player lifecycle, on-site gamification, tournaments and so on.
5. Commercials - I'm highly dedicated to negotiating the best commercial deal with our biggest and best providers, while always looking for potential opportunities.
6. Gamification - In general, I would say the biggest challenge is deciding on our next vision for gamification. This is an open box and we need to make sure the direction we take is the best course of action for our group and that it will yield the biggest results.

Can you please explain some of the major leaps in technology that are being incorporated in the casino and igaming industry to enhance its overall reputation and accountability?

In my opinion, the future for me and the gaming landscape is the social aspect; the interaction between our customers, streamers and the introduction of hyper social games themselves. 

What we are seeing from the likes of Beyond Play and Live Spins is revolutionary to the market. One focusing on the social interaction between players while gambling and the other focusing on streamer interaction and social channels. It could be a little before its time but it is definitely something that will be a must-have in a couple of years. 

Additionally, a hyper social player demographic has yet to be nurtured and monetised. If we can take a portion of free2play social players and convert to real money with certain products it will be a game changer. 

Please elaborate on how you have managed to expedite the enhancements of your operations through emerging innovations in the igaming arena.

Technological enhancements are moving at a quick pace in gaming. It seems that each week there is another tool or software to investigate, that can possibly improve operational efficiency or KPI targets. 

One example is Marketing tools that automatically and quickly uplift on lifecycle, that further engage with customers and retain them for longer periods, adversely affecting company operations and KPIs. 

As one of the fastest-growing casino and igaming platform providers, what are the gamification-related trends that your company is witnessing at this moment?

We are heavily investing in gamification across our group, due to the data and uplift some features have shown to be a quick success. 

The likes of in-house tournaments, jackpots, bonus wheels, loyalty schemes and so on. All have an incredible impact on a company's retention levels and in turn, they positively affect long-term player value. I think all companies, if they are doing it right, will agree with this statement. 

What are some of the strategies that you follow to become one of the most reputable casino and igaming companies in the world and how do you mitigate the roadblocks at the same time?

Firstly, we focus on the fundamentals; product, customer flows, marketing, customer support, payments and processing - This is a must. 

Secondly, we focus on the details; localisation, data led analytics for marketing, optimised deals, correct and focal acquisition routes - There's a long list. 

Finally, your teams and staff are the life-force of your platform/casino. We ensure that the best possible candidates are hired and that we have the infrastructure in place to retain and respect our employees.

To mitigate roadblocks, we have contingency plans in place to act quickly. 

Before becoming the Director of Gaming, you worked on several other designations in other companies. What are some of the experiences that empowered you to contribute to the casino and igaming industry through Soft2Bet?

The gaming industry is such a wonderful industry to be part of and I count myself lucky to have wandered down this path many, many years ago. 

I've been through every stage of casino in my career, across various operators. Every single role has moulded me for this particular position. Covering product, marketing and commercials in specific roles. 

Whereas, I picked up team management and strategy over years of self-development. 

Can you please elaborate on how Soft2Bet is contributing to the future of igaming with its growing portfolio of robust casino, sports betting, CMS, payment, and white-label solutions?

As you said previously, we are one of the leading platform providers in the industry and with that, any developments we make in terms of product and technology will further enhance the industry and other competitors do the same. 

I would say we as a company focus on optimising every aspect of our business, while we are always on the lookout, planning our for innovation, as that’s what really sets you apart. 

As an ending note, what is your advice for other senior leaders and CXOs working in the ‘iGaming’ sector?

Personally - Be true to yourself, stick to your vision and your plans, while not corrupting your personality along the way.  

Business wise - Always seek innovation in this condensed market or if you can't, optimise on the biggest and best performing trends.