Pulse
Sports betting & iGaming SOFT2BET
Soft2Bet:
capitalising on a MEGA opportunity
Martin Collins, Chief Business Development
Officer at Soft2Bet, discusses the potential of MEGA, the company’s new Motivational Engineering Gaming Application, to deliver
personalised experiences to sports punters and casino players alike.
Could you start by telling us more about your career background and remit as Chief Business Development Officer at Soft2Bet?
I graduated from the University of Glasgow with a Masters and was in recruitment for many years up until 2019. In 2006 I became involved in the iGaming space after bumping into a guy by the name of David Copeland who ran a recruitment business called Betting Jobs - which still exists today - and told me of an industry that will hanker for your love of sports, casino, and betting. I suppose the rest is history.
I worked with him for around four or five years, and he backed me to set up my own business called Red Executive, which ran for a decade. I then moved across to Gaming Innovation Group initially as a recruiter but got more involved on the commercial side on the business development perspective before starting to lead the sales effort on the B2B platform side.
I was there for five years, and I think we did a fairly good job despite the challenges that come with being a publicly listed business, ones which are very different to what I'm experiencing now. In October of last year, the opportunity to become CBDO at Soft2Bet came and I jumped at the chance. It's a business with growth that embraces opportunity and as a CBDO sales guy that plays into my hands because ultimately every day I'm analysing opportunities, whether it be new customers, revenue streams, markets, potential acquisitions - anything at all.
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Me and the team analyse these, consider viability, and move forward or decide to reject opportunities depending on what the data tells us. It's my remit to drive revenue across the entire B2B side of the business.
How did the challenges you refer to change moving from a public to privately listed company?
It's ultimately who you're accountable to, right? And their appetite for risk. At GiG, you're accountable to a board and to shareholders, ultimately. Te strategy that is created with them define exactly what you can and can't do.
At a privately owned business like Soft2Bet that is very keen on massive growth we can consider any opportunity. Of course, there's still an appetite for risk, but it's not quite as strong as a publicly listed organisation. We can consider different things and try and take advantage of them, whereas a publicly listed business might not be able to do so.
Soft2Bet is a gargantuan operation in scale
Martin Collins Chief Business Development Officer, Soft2Bet
and geographic scope. What new business opportunities have yourself and the team identified, and how is Soft2Bet looking to capitalise on these over the coming year?
We have taken steps in 2023 into various regulated markets. What a lot of companies might do is look at ROI based on a customer- by-customer basis whereas what I like to do is look at the opportunity in a regulated market holistically. So that could be B2C, it could be B2B, it could be different verticals within B2B and the revenue they generate, respectively. Ultimately, it could be multiple customers operating in one market that increases the overall ROI.
What you'll see in 2024 is that we'll take our current regulated footprint, drive value from what we've already invested in and increase ROI in each of these markets whilst also identifying other markets. In terms of how we identify our other markets, I was sat with David Yatom the other day in Cyprus looking at statistics on GDP per capita compared to population.
What you'll see in 2024 is that we'll take our current regulated footprint, drive value from what we've already invested in and increase ROI in each of these markets whilst also identifying
other markets. In terms of how we identify our other markets, I was sat with David Yatom the other day in Cyprus looking at statistics on GDP per capita compared to population.
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