Soft2Bet: “When the layout is clear and the product works as people expect, players feel more in control”

Soft2Bet has introduced its new Betoro brand in Denmark, focusing on a product approach built around clarity, local relevance, and user experience. The brand is designed to align closely with how Danish players engage with sports, combining straightforward navigation with features intended to support confident play.

In this exclusive interview with Yogonet, Alex Gitsik, Chief Marketing Officer at Soft2Bet, discusses the thinking behind Betoro’s development, including its “guided passion” concept, localised content strategy, and the integration of gamification through MEGA. He also shares his perspective on entering the Danish market and how Betoro fits within the company’s plans for market-specific brands across Europe.

Betoro is built around the concept of “guided passion.” How does this philosophy translate into actual user experience and product design for Danish players?

For us, guided passion means taking the emotion that comes so naturally with sport and shaping the experience around it in a way that feels clear and easy to use. For Danish players, that means a product that feels clean, quick and easy to understand, so they can follow the action, see their options clearly and bet with confidence.

When the layout is clear and the product works as people expect, players feel more in control. Over time, that is what builds trust.

Soft2Bet emphasises deep localisation for Betoro. What specific insights about Danish sports culture shaped the brand’s positioning and content strategy?

The starting point was understanding how Danish fans actually follow sports day to day. That means knowing which leagues and teams are most relevant, and which parts of the sports calendar draw the most interest.

That shaped the brand from the ground up, including how we speak, the campaigns we run and the content we prioritise. We wanted Betoro to feel like it belongs in that world. When people recognise that, loyalty becomes much easier to build.

The brand identity features strong visual elements like the bull symbol and a dark, metallic palette. What message were you aiming to communicate to Danish users through this design language?

The dark palette and metallic tones were chosen to give Betoro a focused, premium feel. Sport already brings enough intensity on its own, so we did not want the design to overplay it. The bull symbol conveys a sense of strength, patience and control, which are exactly the qualities we wanted players to connect with the brand.

The design also had to work in practical terms. It needed to feel sharp, balanced, and easy to use, so the visual identity supports the product rather than getting in the way.

MEGA plays a central role in Betoro’s retention strategy. How does gamification through MEGA differ in Betoro compared to your previous brand launches?

With Betoro, MEGA is built into the flow of the product rather than sitting on top of it. We wanted progression to feel visible and rewarding, but still natural to the overall experience.

We’ve used Danish-specific milestones and achievement paths so that progress feels specific to Betoro and familiar to the audience. That is really what motivational engineering means in practice. It gives players something clear to work towards, progress they can actually see and a reason to keep coming back.

Denmark is a mature and highly competitive market. What challenges did you face entering this space, and how does Betoro differentiate itself from established competitors?

Denmark is a tough market because competition is high and players have seen the same CRM tactics many times before. In that kind of market, volume alone will not make you stand out.

Betoro gives us something more distinctive. The brand feels local, the design has a clear purpose, and MEGA adds another layer that gives players more to come back for. Put together, that gives people a reason to stay.

Looking ahead, how does Betoro fit into Soft2Bet’s broader growth strategy, particularly in terms of expanding localised brands across regulated European markets?

Betoro fits very clearly into where Soft2Bet is heading. We are putting more focus on brands built for specific audiences and markets, rather than trying to make the same idea work everywhere.

Betoro is a good example of what we mean by that. It brings together local understanding and strong product execution. That is a big part of our plan across Europe. We want to build brands that feel right for their markets, support them with the right technology and grow them in a way that lasts.