Soft2Bet builds protection into product design, data practices, and everyday decision-making, ensuring that every player can enjoy its products sustainably and with full transparency. Controls are designed to be straightforward, easy to locate, and simple to configure.

The company monitors player behaviour for early signs of risk and intervenes with timely, human support. Through MEGA, its gamification suite, Soft2Bet designs player journeys that present control tools—such as reality checks, limits, and time-outs—at the right moments. It encourages two-way communication, invites replies to its messages, and follows up when necessary. Risks are explained in clear, accessible language, and players are directed to independent support whenever required.

Compliance guides how Soft2Bet designs and operates across multiple markets. Teams are trained to recognise and escalate concerns, and the company launches only those features that meet both entertainment and safety standards. If a feature cannot deliver on both, it is not released. This approach ensures that every product is built with player protection at its core.

1) Prevention Through Awareness and Education

Soft2Bet explains gambling risks and control tools in simple terms so players can make informed decisions from the start. Support is easy to find through dedicated Responsible Gambling pages, supplemented by in-product reminders on how to set or adjust controls. Internally, the company provides regular training and awareness sessions so customer-facing, product, and marketing teams can recognise risks and communicate them effectively. This preventive strategy keeps players informed and teams prepared, reducing harm before it occurs.

2) Early Detection and Intervention

Soft2Bet uses an in-house monitoring and flagging system that tracks behaviour and identifies unusual changes that may indicate risk. When a signal is detected, specialists review the account, assess previous interactions and affordability insights, and determine the appropriate next step. Interventions are timely and empathetic, ranging from informative messages about tools to duty-of-care calls and tailored prompts that encourage safer choices. When necessary, restrictions are applied to prioritise player safety.

3) Player Empowerment and Control

Players have access to a comprehensive suite of tools that allow them to manage their activity: deposit limits, loss limits, time-outs, reality checks, and self-exclusion. All tools are available on Soft2Bet’s Responsible Gambling page, which explains how each function works, highlights healthy play habits, and outlines warning signs. The company encourages their use through on-site messaging, direct outreach, and player feedback, continually refining the experience in line with industry best practices.

4) Collaboration and Continuous Improvement

Soft2Bet collaborates with external partners and trusted support organisations to strengthen its approach, providing clear pathways to help when needed. Internally, processes are regularly reviewed and audited to ensure policies are consistently applied and interventions remain effective. Findings are shared across compliance, product, marketing, CRM, and customer support teams, ensuring that lessons learned shape everyday operations and maintain strong player protection across all markets.

Regulation and Governance

Ensuring Compliance Across Markets

Soft2Bet releases products only when they meet both regulatory and player-protection requirements. Compliance is integrated into product delivery, not treated as a separate layer. A central team defines policies and standards, while regional specialists translate local regulations into clear actions for product, payments, marketing, CRM, and customer support.

Every change follows a structured path: risk assessment, technical testing, and a documented compliance review with mandatory sign-off before launch.

Day-to-day operations include monitoring key controls, maintaining audit-ready evidence, and producing regular reports to identify and resolve issues quickly. Customer-facing teams complete role-based training, covering responsible gambling, KYC, and AML procedures. Partners undergo due diligence and continuous monitoring. Internal reviews are routinely conducted, and external testing is used when required. Any incidents follow a structured process with root-cause analysis, feeding improvements back into the roadmap.

Soft2Bet maintains open communication with regulators through routine submissions, timely notifications, and transparent remediation efforts. Engagement tools, including MEGA, are configured to respect market-specific rules on incentives and communications. Key responsible gambling and compliance functions are managed in-house to maintain accountability and accelerate enhancements.

Key Regulatory Requirements Shaping Soft2Bet’s Framework

KYC and age verification: Identity and age checks occur before granting gambling access or processing withdrawals, with refresh checks based on risk.

AML and CTF obligations: Continuous customer screening, transaction monitoring, escalation procedures, and detailed record-keeping.

Affordability and risk checks: Assessing play against triggers and conducting financial risk assessments when needed.

Self-exclusion and time-outs: Simple, clearly accessible options integrated with national schemes where applicable.

Safer gambling tools: Timely interventions, empathetic communication, and easy-to-set limits and reality checks.

Marketing and bonus rules: Transparent terms, fair conditions, opt-in consent, and exclusion of vulnerable or self-excluded audiences.

Technical standards: Strict change management, detailed logging, and certified system testing where required.

Data protection: GDPR-aligned data minimisation, security, retention, and access controls.

Complaints and dispute resolution: Fair, timely handling, with external mediation where mandated.

Record-keeping and reporting: Accurate and searchable records that demonstrate ongoing compliance.

This framework ensures consistency across markets, adapts quickly to local rules, and embeds player safety into every product decision, customer interaction, and campaign.

Technology and Processes

Identifying Risky or Harmful Gambling Behaviour

Soft2Bet uses an in-house monitoring and flagging system designed to detect potential markers of harm. It builds a behavioural baseline for each player and identifies unusual changes or emerging risk patterns. Alerts include the underlying evidence and are prioritised by severity for efficient review.

Customer-facing teams receive regular training on behavioural indicators of gambling-related harm and on escalation procedures. Concerns raised by the system or by staff follow defined escalation routes to the Responsible Gambling team for prompt analysis and action.

Scheduled tuning and quality checks ensure thresholds remain effective and aligned with industry standards. Records of alerts, reviews, and actions are maintained for evidence and continuous learning. Marketing communications may be paused during reviews.

Intervention Process for At-Risk Players

Once a case is raised, the Responsible Gambling team reviews the full account, comparing recent activity to the player’s baseline and evaluating affordability data and past interactions.

A risk level is then assigned, and the appropriate intervention is applied—whether informative emails, personalised duty-of-care calls, or in-play prompts encouraging safer behaviour. When necessary, deposit limits, loss limits, time-outs, or reality checks are imposed. Serious concerns trigger account restrictions or closure. All steps are recorded and reviewed for accuracy and consistency.

Player Support

Tools Provided and How Their Use Is Encouraged

Players can access deposit limits, loss limits, time-outs, reality checks, and self-exclusion tools. These are clearly explained on the Responsible Gambling page, which also highlights healthy play habits and provides links to independent support services.

Tailored communications encourage use of these tools, and MEGA prompts ensure they appear at appropriate points in the player journey, making them easy to apply without friction.

Support After an Intervention or Self-Exclusion

Following an intervention or self-exclusion, Soft2Bet prioritises player well-being. The company provides direct links to professional support services, limits communication to essential updates, and blocks all marketing. When returning to play is appropriate, players are guided to set or review limits and make use of available tools.

What Sets Soft2Bet Apart

Soft2Bet prioritises healthy engagement and player autonomy. Its goal is not maximising play but empowering players to control their time and spending. Key responsible gambling functions—including training and operations—are managed internally to ensure accountability, accelerate improvements, and align tools with how products are built.

Internal Collaboration

Responsible Gambling and Compliance teams set policies, thresholds, and controls. Product and engineering teams incorporate these controls into the platform, ensuring they are intuitive and easy to use. Marketing and CRM teams plan campaigns that respect exclusions, suppression lists, and consent rules—avoiding any contact with at-risk or self-excluded customers.

Customer support serves as the frontline, with agents trained to recognise concerning behaviour and escalate it appropriately. Findings from reviews and audits are shared across teams to refine roadmaps, campaign planning, and training programs.

Measurement and Impact

Metrics Tracked

Soft2Bet monitors behavioural changes over time, use of control tools, responses to interventions, direct player feedback, and insights from customer-facing teams. These indicators help determine the effectiveness of safeguards and highlight areas for improvement.

Results From Recent Initiatives

A more structured, data-driven monitoring approach has produced strong results: many players moderated their activity following interventions and returned to healthier patterns of play. Increased awareness and use of control tools demonstrates the success of educational efforts and prompts.

Future Outlook

Upcoming Improvements

Soft2Bet will continue refining successful strategies. Adjustments to monitoring thresholds, improved case guidance, expanded team training, and enhanced usability of control tools are planned. More timely prompts and stronger pathways to independent support will be introduced.

Key Challenges Ahead

Rapidly evolving regulations across markets, balancing timely interventions with a seamless player experience, maintaining respectful communication, and measuring long-term impact all present ongoing challenges.