Soft2Bet’s primary historic focus has been on providing turnkey iGaming solutions such as online casino and sportsbook software for operators to use in various jurisdictions. But with its ToonieBet platform, the company has gone all-in on connecting directly with Canadian consumers.
The company’s Chief Product Officer Yoel Zuckerberg spoke to the latest issue of SBC Leaders magazine about ToonieBet’s progress so far in the bustling Ontario market, as well as how Soft2Bet hopes to tap into Canadianism to perfect a localized strategy.
As the iGaming industry grows across regulated North American markets, localization remains one of the most important factors for long-term success.
At Soft2Bet, we use our B2C brands to test and refine the strategies that power our B2B offering. Each brand launch allows us to validate our platform, optimize the user experience, and align our operations with local regulatory requirements.
ToonieBet, our first Canada-facing brand, reflects this approach. The Ontario market is highly competitive, with many global operators already present.
To stand out, we focused on delivering a high-quality product tailored to local expectations. We ensured strong game variety, fast withdrawals, reliable payment methods like Interac, and mobile apps for both iOS and Android. On top of this foundation, we introduced a robust gamification layer, allowing players to take part in challenges, tournaments, and reward-based features like our coin shop and collection system.
Localization was applied across all elements of the brand. The design and overall tone were built to resonate with Canadian players. Our collection features Canadian animals, sports and landmarks. We also maintain a strong focus on responsible gambling to ensure player safety across the platform.
Localization in action
Soft2Bet’s localization strategy can be seen in several core areas, including visual branding, tone of voice, personalized user flows and, most notably, partnerships with key and iconic Canadian sports entities. In its first few months on the market, ToonieBet launched major campaigns in partnership with the NHL’s Ottawa Senators and the Canadian Football League (CFL).
These partnerships were designed to build brand visibility and establish credibility with Canadian audiences. With the Senators, ToonieBet executed its first major regional campaign that generated more than eight million social media engagements.
This partnership includes branded in-arena activations, digital placements across multiple channels and platforms, a fan contest called “Sens Slots” which has generated hundreds of thousands of impressions and accumulated over 4,000 entries, as well as 500 arena-based brand exposures.
Meanwhile, ToonieBet’s partnership with the CFL has provided deeper positioning with Ontario players as the official gaming operator and sponsor of key CFL properties such as CFL Fantasy and Rivalry Games.
In addition to these key integrations, ToonieBet also implemented live odds integrations on both CFL.ca and LCF.ca, offering Canadian sports fans a real-time betting experience connected to official content. The results from this partnership have been fantastic, as we’ve seen a 63% increase in SEO traffic and a 3.2x increase in aided brand recall.
Building a product for Canada
Beyond its strategic partnerships, Soft2Bet’s technical foundation is just as localized as its marketing.
Our proprietary platform combines compliance-first architecture with a customizable frontend optimized for Canadian preferences. The brand features MEGA, our gamification engine, which allows for mission-based engagement, loyalty mechanics, and a player-facing rewards shop.
These features have contributed to a reported 85 per cent engagement rate among active users, according to Soft2Bet data. Beyond gamification, Soft2Bet has invested in CRM-triggered personalization, responsible gambling tools and KYC systems that meet and exceed Ontario’s regulatory standards.
Just as we’ve done before in Denmark, Romania and other European markets, Soft2Bet is planting long-term roots in Canada that reflect our passion, pride, and purpose.
At Soft2Bet, every market entry begins with a strong commitment to localization. From product development and design to partnerships and compliance, we build each brand to reflect the values, preferences, and expectations of the local audience.
This approach has shaped ToonieBet’s growth in Ontario and will help us in the future. Localization is a core part of how we scale. By leading with regional insight and tailored experiences, Soft2Bet builds lasting connections with players and creates a platform that adapts and performs across diverse regulatory environments.
