Soft2Bet takes its first steps in Africa with a multi-year turnkey agreement with media leader Channels TV.
Press release.- Soft2Bet has signed a multi-year turnkey agreement with Nigeria's leading media company, Channels Media Group, to provide its powerful platform solution and managed services in Africa's largest regulated market.
As part of the agreement, Soft2Bet will power Waddibet.com/ng, the online casino and sports betting offering of Channels Media Group, generating value for the group by managing its entire customer acquisition and retention strategy through its market-leading "Managed Services" offering.
The partnership will fully leverage the local knowledge of the channels and the online casino and sports betting expertise of Soft2Bet as the broadcaster leverages its reach to deploy the Motivational Engineering Gamification Application (MEGA) from Soft2Bet, the gamification solution that allows operators to offer a market-leading return on investment by providing quality content and driving player engagement in regulated jurisdictions.
Soft2Bet's regulatory footprint grew significantly in 2023 when the group entered major markets such as Sweden, Denmark, Romania, and Italy and in 2024 this continued and will continue on this path with global expansion in Africa's largest economy and most populous country with Channels TV.
As the company executes its strategic roadmap throughout 2025, it will continue to integrate new partners into its B2B platform and expand its content library to offer the richest and most complete turnkey solution for its partners.
Martin Collins, Director of Business Development at Soft2Bet, said: "As a group, Soft2Bet is truly thrilled to announce its first African partnership with a high-caliber media partner like Channels TV. Nigeria is the continent's largest economy and a vibrant market, and the combination of Channels TV's strong brand value and our powerful and highly localized solutions will generate strong growth in this important market."
Tobi Momoh, Group Strategist and Consultant for Channels Media Group, added: "Our joining forces with Soft2Bet will allow us to combine our local expertise with their cutting-edge online casino and sports betting operations. We are also very excited about integrating Soft2Bet's MEGA gamification and confident in our ability to deliver premium content and elevate player engagement in this market. Together, we are committed to setting new industry standards and establishing a leading electronic gaming brand that will provide unparalleled entertainment to our players."
