As markets and technologies grow rapidly, Soft2Bet maintains that the secret to its ongoing growth 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.” 

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

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

He stated: “Part of the success of Soft2Bet is not just about launching new tech products or any other engaging products like data-driven iGaming solution for player retention, 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 they are supposed to deliver.”

The company recently affirmed its commitment to charity, 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 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 licence where the company operates. 

Portelli explained: “We have a fully dedicated team within Soft2Bet that are closely monitoring and ensuring that there is continuous alignment with the local practice in that particular market in order to make sure that we always follow up the high standards when it comes to responsible gambling in general.”

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 the insights gathered are assessed and translated into innovative launches and future products within the portfolio.