Soft2Bet focuses on football gamification for player retention at World Cup 2026

The 2026 FIFA World Cup is fast approaching and is already exceeding all expectations. Experts predict a global betting volume of a gigantic $50 billion. For online gambling providers like Soft2Bet, the major event is a unique opportunity to retain existing players and attract new ones. However, simple bonus offers are not enough, according to the company.

Soft2Bet relies on in-depth gamification mechanisms and personalized offers. They rolled out their strategy early in 2026, including Diego Simeone as the official brand ambassador for Betinia and CampoBet.

Numbers and facts

The betting volume for the 2022 FIFA World Cup already reached an estimated $35 billion worldwide. Financial analysts like Macquarie expect an increase to $50 billion for the expanded 2026 World Cup. These figures reflect an enormous level of engagement. Prior to the 2022 final, there was a 91 percent spike in active players compared to baseline. Official FIFA data for 2022 showed a cumulative audience of 5.6 billion viewers and 1.5 billion for the final alone.

Soft2Bet developed two new gamification products: MEGA11 and MEGA Shoot. MEGA11 is a football manager-style game that, according to Soft2Bet, increased daily active players by 114 percent. It also boosted deposit conversion by 18.2 percent and led to a 100 percent rise in median deposit frequency. Net Gaming Revenue (NGR) per user grew by 38.9 percent. MEGA Shoot, a fast penalty shootout game, recorded a 32 percent participation rate among active players and a 71.5 percent return rate for a second match. Player retention increased by 13.5 percent as a result.

Background

Soft2Bet recognizes that the World Cup attracts a wide range of bettors. This includes experienced bettors looking for detailed statistics and complex markets, but also casual players. The latter, mostly motivated by national pride or peer pressure, need simple, quick access. Harrison Barrett, VP of Business Development at Soft2Bet, emphasizes the importance of gamification for player retention.

“MEGA11 is built to keep football fans engaged between matchdays, pairing a manager-style progression loop with a soft-currency model that supports compliant, long-term sportsbook loyalty.” - Yoel Zuckerberg, CPO at Soft2Bet

Soft2Bet's approach aims to create continuous interaction opportunities. This includes short mini-games, daily missions, and tailored rewards. The goal is to maintain initial enthusiasm throughout the tournament. The localization of campaigns is crucial to meet the different cultural expectations in countries like Greece, Sweden, or Mexico.

Diego Simeone, the renowned football coach, embodies Soft2Bet's philosophy for MEGA11, which allows players to build a team and make strategic decisions. His disciplined and tactical approach perfectly matches the manager role Soft2Bet aims to create for players.

Why it matters for German players

For German players, this development means that online gambling providers, including those with German licenses, will increasingly focus on gamification. Such offerings could make the gaming experience more interactive and varied. However, German players must be aware that the strict rules of the German Interstate Treaty on Gambling (GlüStV 2021) still apply.

Licensed German online casinos, listed on the so-called GGL-Whitelist, may only offer casino games and sports betting. For slot machines, a stake limit of one euro per spin applies, and a monthly deposit limit of 1,000 euros, system-wide monitored by the LUGAS system. Bonus offers are heavily regulated, and the offerings must comply with player and youth protection. The integration of such gamification engines as MEGA11 or MEGA Shoot must also comply with German regulations, especially when it comes to linking with real money bets or bonuses. Soft2Bet emphasizes that player protection and compliance are central to product development and that a soft currency without a direct connection to deposits is used. This could be an option to legitimately offer gamification products in highly regulated markets like Germany.

What it means for GGL-licensed casinos

GGL-licensed casinos (the German Gambling Authority) must exercise the utmost care when implementing such gamification elements. Every mechanism must comply not only with the general rules of the GlüStV 2021 but also with the detailed regulations on player protection and advertising. A direct link between bonus offers and player progress in these gamification games could be problematic in Germany. However, Yoel Zuckerberg, Chief Product Officer at Soft2Bet, emphasizes that these systems operate with a soft currency and without a direct link to real money deposits. This could be a way to establish gamification in the German market. Nevertheless, the challenge remains to maintain high player engagement without violating strict advertising and incentive restrictions. It remains to be seen how innovative providers will master this balancing act.

“What makes MEGA Shoot powerful for operators is the engine behind it: fully configurable rewards, deployable through a single API on top of any existing platform, and built to operate within local regulatory and responsible gaming requirements in every market we serve.” - Yoel Zuckerberg, CPO at Soft2Bet

Soft2Bet thus shows flexibility with regard to local regulations. It can be assumed that these systems will be adapted to be legally usable within the German jurisdiction as well. Such football-related elements could create strong customer loyalty, even in the strictly regulated German market.