INSIDE SOFT2BET’S ONTARIO LAUNCH
Soft2Bet Chief Product Officer YOEL ZUCKERBERG explains how the company’s B2C launch of ToonieBet in Ontario sets a new benchmark for how global iGaming operators can expand through local-first brands
As the iGaming industry grows across regulated North American markets, localisation remains one of the most important factors for long-term success. At Soft2Bet, we use our B2C brands to test and refine the strategies that power our B2B offering. Each brand launch allows us to validate our platform, optimise the user experience, and align our operations with local regulatory requirements.
ToonieBet, our first Canada-facing brand, reflects this approach. The Ontario market is highly competitive, with many global operators already present. To stand out, we focused on delivering a high-quality product tailored to local expectations. We ensured strong game variety, fast withdrawals, reliable payment methods like Interac, and mobile apps for both iOS and Android. On top of this foundation, we introduced a robust gamification layer, allowing players to take part in challenges, tournaments, and reward-based features like our coin shop and collection system.
Localisation was applied across all elements of the brand. The design and overall tone were built to resonate with Canadian players. Our collection features Canadian animals, sports and landmarks. We also maintain a strong focus on responsible gambling to ensure player safety across the platform.
LOCALISATION IN ACTION
Soft2Bet’s localisation strategy can be seen in several core areas including visual branding, tone of voice, personalised user flows, and most notably, partnerships with key and iconic Canadian sports entities.
In its first few months on the market, ToonieBet launched major campaigns in partnership with the National Hockey League’s Ottawa Senators and the Canadian Football League (CFL). These partnerships were designed to build brand visibility and establish credibility with Canadian audiences.
With the Ottawa Senators, ToonieBet executed its first major regional campaign that generated more than eight million social media engagements. This partnership includes branded in-arena activations, digital placements across multiple channels and platforms, a fan contest called “Sens Slots” which has generated hundreds of thousands of impressions and accumulated over 4,000 entries, as well as 500 arenabased brand exposures.
Meanwhile, ToonieBet’s partnership with the CFL has provided deeper positioning with Ontario players as the Official Gaming Operator and sponsor of key CFL properties such as CFL Fantasy and Rivalry Games.
At Soft2Bet, we use our B2C brands to test and refine the strategies that power our B2B offering
“Soft2Bet is planting long-term roots in Canada that reflect our passion, pride, and purpose
In addition to these key integrations, ToonieBet also implemented live odds integrations on both CFL.ca and LCF.ca, offering Canadian sports fans a real-time betting experience connected to official content.
The results from this partnership have been nothing short of fantastic, as our data has shown a 63% increase in SEO traffic and a 3.2x increase in aided brand recall.
BUILDING A PRODUCT FOR CANADA
Beyond its strategic partnerships, Soft2Bet technical foundation is just as localised as its marketing. Our proprietary platform combines compliance-first architecture with a customisable frontend optimised for Canadian preferences.
The brand features MEGA, our gamification engine, which allows for mission-based engagement, loyalty mechanics, and a player-facing rewards shop. These features have contributed to a reported 85 per cent engagement rate among active users according to Soft2Bet data.
Beyond gamification, Soft2Bet has invested in CRM-triggered personalisation, responsible gambling tools, and KYC systems that meet and exceed Ontario’s regulatory standards. Just as we’ve done before in Denmark, Romania, and other European markets, Soft2Bet is planting long-term roots in Canada that reflect our passion, pride, and purpose.
SCALING FOR THE FUTURE
At Soft2Bet, every market entry begins with a strong commitment to localisation. From product development and design to partnerships and compliance, we build each brand to reflect the values, preferences, and expectations of the local audience. This approach has shaped ToonieBet’s growth in Ontario and will help us in the future. Localisation is a core part of how we scale. By leading with regional insight and tailored experiences, Soft2Bet builds lasting connections with players and creates a platform that adapts and performs across diverse regulatory environments.