George Wadsworth has worked in the iGaming executive industry for seven years and has been Soft2Bet’s Head of Casino for the past three years. As part of his work, George manages a multitude of iCasino projects and operations, with responsibility for commercial matters and gaming solutions. His extensive knowledge of the industry enables him to focus on operational delivery and help his peers and colleagues in constantly improving their knowledge and performance.

Soft2Bet experience at ICE 2025

“Our experience of ICE Barcelona was exceptional,” Wadsworth said. “There was a great atmosphere in the city and in the Fira Europa, where the exhibition took place. This was helped by great weather and the high-quality interactions we had at the Soft2Bet stand and throughout meetings and networking events made it an ideal platform to connect with industry leaders, showcase our innovations and strengthen our position in the global iGaming market.”

Innovations and feedback at ICE 2025

“We are continuously improving our platform mechanics that drive performance, boost retention and enhance engagement while fostering sustainable revenue approaches for our partners and this was a major communication focus throughout the event.”

Our solutions combine our latest platform, technology and gamification upgrades with product innovations such as the MEGA. Its retention loop allows users to play and bet with real money, earn loyalty points and redeem these points for engaging with bonus games like Bonus Crab and City Builder.

These bonus games offer rewards like free spins, bonus money and even real cash prizes, creating a seamless cycle of engagement and rewarding play. MEGA [1] [2] is active in over 10 jurisdictions and has delivered strong results in Scandinavia, Romania and in newer jurisdictions such as Ontario in Canada.”

Conferences, panels and debates

The “World Regulatory Briefing” provided standout sessions and discussions and included leading experts in the field and packed audiences.

“Our General Counsel, David Yatom Hay, took part in a fascinating panel that discussed how regulations and responsible gambling standards could be converged or diversified across Europe and the importance of balancing clear regulatory frameworks with an approach that enables operators to grow,” he said.

Gamification, Soft2Bet MEGA Solution, AI and VR: Industry trends

When asked about future trends, Wadsworth said that gamification will continue to dominate as a key driver of player engagement and retention and the firm’s MEGA solution will continue at the forefront of this trend. 

The also remarked that innovations in AI and VR are also emerging as influential trends, offering new ways to create highly personalised and immersive gaming experiences. “These advances will play a crucial role in shaping the future of iGaming”, he added.

The impact of ICE Barcelona for Latam

“ICE Barcelona highlighted the growing importance of the LATAM region as a dynamic and rapidly evolving iGaming market. The region’s potential is massive and we are addressing it with tailored commercial strategies that enable our operators to provide highly customised content to their players, and, at the same time, address the unique regulatory requirements of the specific markets that make up this hugely exciting region,” he assured.

Spanish market: Soft2Bet challenges and goals

“We always endeavour to work as closely as we can with local regulators and we will stick to that operating model in Spain. The acquisition of a Spanish Gaming Operator entitled with General Licences for other games and betting granted by the Directorate General for the Regulation of Gambling (DGOJ) has been a long-standing goal for us. We’re honoured and very excited by the prospect of entering the Spanish gaming market with this licence. Having carried out extensive research into the market we are confident our gaming solution and products will resonate with Spanish players and are very much looking forward to going live!”, Wadsworth analyzed.

Upcoming events for 2025

Soft2Bet is looking forward to participating in several key events this year, with the nearest ones being the SBC Summit in Rio de Janeiro, Brazil, in late February and the NEXT Summit in New York in March. 

“These events provide invaluable opportunities to connect with industry leaders, showcase our innovations, and tease our plans for new local market approaches and unique products with no alternatives on the market,” he concluded.