Soft2Bet has confirmed the official launch of ElaBet.gr in Greece, securing the acceleration of its strategic expansion across Europe.
The group underlined that it is seeking to enrich the Greek market with gamification features, as it celebrates a collaborative effort between its product, compliance and marketing teams.
Furthermore, Soft2Bet underlined that Greece currently represents one of the “region’s most dynamic and promising markets”, underpinning its appetite for the market.
Founder and CEO of Soft2Bet, Uri Poliavich, commented: “We are not just launching a product. We are setting a new benchmark for the gaming industry in Greece. ElaBet.gr represents the highest standards of innovation and compliance, achieved through exceptional teamwork across our product, compliance and marketing departments.
“By responding to both regulatory expectations and market demands, we are confident that our gamification-driven approach will redefine the player experience in Greece.”
ElaBet.gr enters the market with a fully tailored approach, delivering a localised gaming experience, which features Greek-speaking live casino tables and three exclusive games inspired by Greek mythology. Gates of Hades, River of Styx, and Medusa’s Madness have all been designed to resonate with local players and enhance engagement.
The brand’s launch builds on Soft2Bet’s proven track record in markets such as Sweden, Denmark, Romania, Malta, Ontario and Mexico, with an application currently underway for a New Jersey licence.
David Yatom Hay, General Counsel for Soft2Bet, recently spoke to iGaming Expert about the complexities when it comes to new market entry, as he stated that licensing in Europe is “a bit more tighter right now” as regulators are “pushing towards increased licence fees”.
“Picking those specific markets is becoming a very complex task. We look into the profitability of the market, understanding if we, as an operator and as a supplier, are capable of operating within those territories successfully.
“We look into the marketing restrictions, we look into the bonuses, we look into the player value in those territories and then understand if it’s a viable market.”
Regarding the approach in different markets and the compliance required for entry, Yatom Hay said that Soft2Bet holds discussions with regulators and examines each market carefully to determine what changes would be needed for their platforms to operate in those markets.
He said that the company’s platform is “very adjustable”, so they can easily adapt to each market.
“The most important thing is understanding how the relationship with the regulator would work, and what the marketing approach would be. What partners would be interested in acquiring our technology in that market is also very important for us,” he added.