Soft2Bet is entering 2026 with growing momentum, combining high-profile brand partnerships, international industry recognition, and continued expansion across regulated markets.
Most recently, the company announced that legendary football coach Diego Simeone has been appointed official brand ambassador for its flagship brands Betinia and CampoBet. The collaboration brings together Simeone’s well-known leadership philosophy with Soft2Bet’s data-driven approach to player engagement.
A Strategic Brand Alignment
Simeone is widely regarded as one of modern football’s most disciplined and tactically driven leaders. His appointment is not merely a marketing move, but a strategic alignment with Soft2Bet’s core product philosophy: progression, personalisation, and long-term engagement.
As part of the partnership, Betinia and CampoBet are introducing a proprietary “football manager”-inspired experience. Players progress through structured levels, unlock rewards, and develop personalised journeys – mirroring Simeone’s own career path built on consistency, performance, and continuous improvement.
The initiative reflects Soft2Bet’s broader focus on gamification as a retention driver rather than a short-term acquisition tool.
Industry Recognition Strengthens Market Position
The ambassador announcement comes at a time when Soft2Bet is receiving strong validation from the global iGaming industry. In 2026 alone, the company has secured multiple high-profile accolades, including:
- Innovator of the Year at the The International Gaming Awards 2026
- Provider of the Year at the Global Gaming Awards 2026
These awards highlight Soft2Bet’s continued investment in proprietary technology, modular platform development, and scalable engagement tools designed for highly competitive regulated markets.
Continued Expansion in Regulated Markets
Alongside its international recognition, Soft2Bet has also strengthened its footprint in Northern Europe. The company recently introduced the innovative online casino brand Swiper to the Swedish market, further expanding its localised brand portfolio.
Swiper follows the same core principles seen across Soft2Bet’s ecosystem: mobile-first design, intuitive UX, and gamified progression tailored to local player preferences. Together with Betinia, the launch reinforces the company’s long-term commitment to the Nordic region.
A Clear Signal for 2026
With a globally recognised ambassador, multiple industry awards, and new market launches, Soft2Bet is sending a clear signal to both operators and competitors. The company is positioning itself not only as a technology supplier or operator group, but as a brand-driven innovator focused on sustainable engagement and long-term player value.
As 2026 unfolds, Soft2Bet is increasingly emerging as one of the most closely watched players in the European iGaming landscape – where technology, branding, and gamification intersect.
