Facing intense competition, Soft2Bet maintains that the secret to its ongoing success and differentiation lies in constant innovation, according to the firm’s CFO, Max Portelli.

He highlighted that this strategy is designed not only to secure its position but also to ensure client retention through continuously evolving product offerings.

This insight was shared by Portelli during an interview conducted at the SBC Summit in Lisbon. Speaking from the company’s stand, Portelli praised the event, noting the venue was “huge” and “very well organised,” expressing anticipation for a productive three days.

He explained that operating in this demanding industry requires constant effort to “identify ways and means how you can differentiate yourself from the other industry operators”.

Portelli further elaborated on the critical role of human resources, emphasising that technology is only one part of the equation.

He stated: “So, of course, part of the success of Softet is not just about launching new new new tech products or any other engaging products like like MEGA, but you need the talent and you need to retain the talent and you also need to make sure that the talent is motivated enough in order to keep on delivering what um they are supposed to deliver”.

The company recently affirmed its commitment to community and engagement, evidenced by its strong presence at a legendary football event in Lisbon. Portelli described this partnership as a “marriage” between a passion for football and a desire to give back to the local community, aligning with Soft2Bet’s core values of returning part of its investment and returns.

When discussing compliance, Portelli stressed that responsible gambling is one of the most important elements across any jurisdiction and license where the company operates.

Finally, Portelli noted that industry events like the SBC Summit are essential for Soft2Bet to actively “listen” to and “understand what the market wants,” ensuring that collected ideas are assessed and used to shape the innovative launches and future products within the portfolio.