A new generation of gambling has swept the Romanian market thanks to Soft2Bet and its gambling-social media platform hybrid Swiper.

Mobile-first, the offering combines social media-style swiping with iGaming and online betting that allows players to browse and choose their favourite games through an innovative UX experience.

A new generation of product tailored for a new generation of customers, Swiper incorporates short-form video content similar to that found on TikTok and YouTube – with mobile users well familiarised with the format.

The platform is powered by Soft2Bet’s proprietary Motivational Engineering Gaming Application (MEGA) technology, which aims to push the boundaries of customer interaction with digital gambling.

Prior to Swiper, Soft2Bet bagged significant success in Romania with its Don.Ro brand, which was recognised as the “Best Launch of the Year 2024” by the Casino Inside magazine.

Yoel Zuckerberg, Chief Product Officer at Soft2Bet, commented: “As a leader in the iGaming industry, we know how to build strong brands, understand what our players truly want, and deliver products that resonate.

“Our B2C launches serve as proof of concept for the strength of our technology, data-driven insights, and market knowledge. Swiper is a clear example of this approach in action, offering a standout experience tailored to Romanian players.

“Customer experience is our top priority. We know what today’s players want—they value speed, simplicity, and familiarity. With Swiper’s social approach, we’re excited to see how this fresh UI/UX impacts engagement and loyalty.”

Regardless of the quality of its product catalogue, Soft2Bet will have to tread carefully as the Romanian market is currently going through major regulatory shifts.

Politicians are facing pressure from NGOs to significantly limit gambling advertisements in the country, while the regulator itself, ONJN, landing in hot water earlier this year when auditors found €900m in missing taxes.