Soft2Bet turns inclusivity into a strategic technology driver: through the MEGA platform, Soft2Bet embeds Inclusive Tech, delivering a universal yet personalised gaming experience for players worldwide. Using real-world examples, we can see how the company’s approach to inclusive gamification combines innovation, localisation and regulatory compliance, making the platform resilient, responsible and competitive. All of this supports the active development of the iGaming industry in the near future.
Inclusive Tech in today’s world and in the iGaming industry
Inclusive Tech is a particular approach to designing and deploying technology in a rational way so that it is accessible, understandable and useful to a wide range of people. Inclusive Tech is a full-fledged design philosophy and an ethical stance in IT, rather than a specific class of technologies.
Inclusivity in iGaming has its own specifics because the industry sits at the intersection of entertainment, finance and regulation. In this context, inclusivity is considered not only in terms of UX and accessibility, but also in terms of ethics, safety and legal compliance.
Key reasons and distinguishing factors:
- Different cultures. Attitudes to gambling vary across countries and cultures, so iGaming inclusivity implies culturally neutral design and full content localisation.
- Different user experience. iGaming audiences are highly diverse, which is why inclusivity has particular relevance here.
- Different regulatory requirements. The iGaming sector requires alignment with various regional frameworks, which drives the development of more inclusive and accessible platforms for a global audience.
- Age restrictions and responsible gambling. iGaming works exclusively with adult users, so strict verification and honest, non-manipulative communication are essential. Responsible gambling policies are a key distinction between iGaming and other digital products.
Soft2Bet is a clear example of how to integrate inclusivity into processes, teams and products. This approach has been recognised through the company’s nomination in eight categories at the WIG Diversity & Inclusion Awards 2025, including Best Diverse Place to Work, Great Place to Work, Community Engagement, Leader of the Year and others.
In addition, Soft2Bet’s team actively develops localised projects, making the end product more appealing and easier to understand for users within a particular cultural environment. Localised propositions are seen as an important part of Inclusive Tech in iGaming, enabling successful product adaptation to the cultural values and expectations of players across different jurisdictions.
Soft2Bet’s international team: 30+ nationalities as a source of innovation
Today, diversity is seen as a significant technological advantage. Multicultural teams generate a wider range of ideas and user-behaviour scenarios. The company gains a more accurate understanding of different markets, which is critical for iGaming.
Specialists of different nationalities are involved in new product development and strategic planning, strengthening Soft2Bet’s ability to understand diverse markets and consumers’ cultural characteristics.
Multicultural teams can create solutions that reflect a broad set of user scenarios, preferences and behavioural patterns. This is critical in iGaming, where player behaviour depends on a given market and its rules.
Soft2Bet actively adapts its solutions for different countries and cultures, as evidenced by the presence of localised brands, licences and products across 11 jurisdictions. This is a direct result of the international team’s collective experience.
Diversity and creativity
In practice, it has been repeatedly shown that local cultural knowledge can completely change a design or product decision:
- UX/UI localisation: not only the language is adapted, but also local UI/UX functional habits. For example, when launching in a given country, the gaming interface will show dates in the local format and real local odds, increasing conversion compared with a generic English-language format.
- Marketing that has long moved beyond standard banners: to increase conversion, companies move away from a universal style in favour of visual creatives and tone of voice tailored to local emotional cues.
- Regional gamification tuning: cultural elements influence how players perceive tasks and missions.
Technology processes that support inclusion
Inclusivity in iGaming technology processes is ensured through a number of specific practices.
Particular attention should be paid to:
- Cross-functional and multinational teams, enabling the product to be viewed from multiple angles.
- Product reviews and design workshops that help adapt products to particular cultures, languages and UX preferences.
- Using English as a common team language, while accounting for translation and localisation needs.
This approach helps turn Inclusive Tech from an ‘ethical requirement’ into a full competitive advantage. It enables the same product to be launched in different markets while maintaining high quality and a local ‘sense of comfort’ for players.
Inclusive Tech at Soft2Bet as a business philosophy
Soft2Bet sees Inclusive Tech as a business philosophy – a foundational principle that permeates every aspect of the business, from product creation to corporate culture and active engagement with players.
Within Soft2Bet, this concept includes:
- Inclusive products: design that is accessible to people with different cultural backgrounds and levels of digital skills.
- Inclusive team culture: respect for different nationalities. The company employs people from 30+ nationalities, making multiculturalism a natural part of corporate life.
- An inclusive user approach: ensuring that gaming products are fair, safe and responsible for legally permitted age groups. Soft2Bet’s platform includes limit-control tools, risk warnings, and transparent terms for all gameplay mechanics, making the product safer and more accessible.
As a result, the Inclusive Tech philosophy at Soft2Bet is built on this concept, embracing a comprehensive approach to operations.
How it differs from ‘traditional’ inclusivity
At Soft2Bet, inclusivity is a comprehensive business philosophy. The core aims are equal opportunities, respect for diversity and the creation of digital products that are clear and comfortable for the widest possible audience.
Soft2Bet designs new products so that players do not need specialised knowledge or complex instructions to get started. This is an integral part of the company’s strategic approach to UX design and interface architecture.
Soft2Bet’s interfaces are built to remain intuitive for players from different countries. New products are developed with different cultural habits and languages in mind – reducing cognitive load and supporting a smoother onboarding experience. Soft2Bet aims for gaming products to remain clear and fair for all players.
Inclusivity in product design: how Soft2Bet creates universal UX
Multi-regional UX is an approach in which a single product must be understandable and convenient for users from different countries and cultures – regardless of language, habits, the way the interface is perceived, data formats or payment preferences.
Soft2Bet operates within an international ecosystem with licences across multiple regions, so the platform supports local currencies and various payment methods in different markets. It also provides multilingual support and multi-regional interface adaptation. Hints and interface elements are implemented with the assumption that a player may have no prior iGaming experience – the interface should guide actions rather than confuse.
Soft2Bet adapts interfaces and content by geolocation: offers and mechanics depend on cultural preferences and behavioural patterns. As a result, universal UX remains relevant and personal for players, increasing engagement and retention.
The ‘Design for All’ principle
The ‘Design for All’ principle is an approach whereby a digital product should be clear, accessible and convenient for the broadest possible range of users, regardless of experience, cultural background or technical skills. This concept has found practical application in modern iGaming.
Core aspects of the principle:
- Interface simplicity: minimalist design, clear visual accents and an optimised play area.
- Intuitive navigation: a logical menu structure, clear prompts and labels, and predictable interaction paths.
- Scenarios for newcomers and experienced players: interfaces should remain clear not only for technically savvy users, but also for those who have not previously interacted with iGaming products.
Therefore, ‘Design for All’ is fundamentally about making a product convenient for the widest possible audience, not just specific groups.
Accessibility from the perspective of legal age responsibility
Soft2Bet supplies iGaming platforms and products used by operators in multiple jurisdictions where a legal age threshold is set. To meet these requirements, the company’s products include mandatory age-verification systems as part of KYC (Know Your Customer). Depending on the market, clear markers may apply: 18+ in most European markets, or 21+ where required by local law.
In addition, Soft2Bet uses strict age-verification and user-identification systems that form part of KYC/AML procedures. If verification shows that a user is under the required age, access to the platform is automatically blocked. This is standard practice for Soft2Bet operators working in licensed markets.
Although Soft2Bet, as a B2B platform, primarily supplies technology to operators, its solutions support fair and transparent play. Soft2Bet’s platform is designed to work with certified game providers..
To manage limits, Soft2Bet provides robust tools (deposits, stakes, session duration) and applies control mechanisms for responsible gambling. These tools help players manage their own gaming activity – important both for responsible gambling and for legally sound UX.
How a multicultural team influences UX
Soft2Bet positions itself as an international iGaming platform with brands and products for many markets, adapted to local requirements and user preferences. As a result, a team made up of people from different cultures brings not only technical skills, but also valuable cultural insights.
Today, Soft2Bet actively localises its solutions for specific markets, adapting UX/UI and mechanics to the audience. However, a common challenge for global UX products is the use of visual symbols, colour schemes or metaphors that may be unsuitable or unclear in other cultures. Soft2Bet’s multicultural teams address this by reviewing interface elements before implementation. This improves UX quality and reduces the risk of misunderstanding by end users.
MEGA’s design as a model of inclusive gamification
MEGA (Motivational Engineering Gaming Application) is Soft2Bet’s gamification engine – a motivational gamification system that is understandable to players from different cultures. MEGA’s core idea is to offer players a progression system that works across different content types: betting, slots and sports events.
MEGA focuses on the principles of motivational engineering: players are engaged through their own desire to reach new levels. This system fully aligns with responsible gambling requirements within different markets, because it is based on engagement rather than exploitation.
MEGA is a well-designed platform that allows operators to tailor gamification elements to their audience and local markets. It also offers universal gamification mechanics that are not tied to specific cultural traditions or gaming habits.
MEGA received an award at SiGMA Europe B2B 2024 as a unique selling proposition, confirming its innovative and universal approach to gamification.
Inclusive engagement mechanics
With MEGA, the gamification system is built so that it does not rely on local cultural symbols or contexts, but instead uses universal player motivations.
MEGA includes progression mechanics based on elements that are universally understood:
- Levels and points, as a classic growth scale.
- Collections and collectables: gathering skins and avatars to motivate continued play.
- Maps and virtual worlds: players can build and develop their own objects to earn progression rewards.
These metaphors draw on narrative structures that are familiar across different parts of the world.
Balancing entertainment and responsibility
At its core, MEGA follows a motivational engineering approach. The platform reduces the likelihood of aggressive acquisition patterns: engagement is built through structured progress, and UX decisions align with the expectations of multiple markets.
MEGA is positioned as part of Soft2Bet’s broader ecosystem, where gamification does not conflict with responsible gaming tools and maintains transparency.
Teamwork behind MEGA
MEGA was developed by a team of specialists – including analysts, marketers and developers from different nationalities. This approach makes it possible to test and validate gamification mechanics in a multicultural context.
Thanks to the joint work of specialists from different countries, MEGA demonstrates the following advantages:
- Proper functioning of all gamification mechanics across different cultural contexts.
- Creation of universal engagement scenarios, eliminating local bias.
- Using universally understood game mechanics to ensure sustainable interaction and increased player loyalty.
This aspect – universal gamification mechanics validated by an international team – was specifically noted when MEGA received industry recognition at the SiGMA Europe B2B Awards 2024.
Inclusive Tech and regulation: how Soft2Bet combines inclusivity with legal requirements
Soft2Bet operates under 19 licences across 11 jurisdictions, and the platform is built to comply with legal requirements for age verification and access for lawful players only. However, equal access does not mean an absence of control – there are specific restrictions for players.
Inclusive Tech has clear boundaries:
- Age restrictions: age and identity checks at registration and during gameplay.
- Responsible gambling: Soft2Bet integrates responsible gambling tools directly into the user experience.
- AML/KYC procedures: ensuring rules are followed and protecting the platform from financial abuse and money laundering.
This makes it possible to strike the necessary balance between openness and control. Soft2Bet uses its own CRM system as a centre for risk control and management.
Local regulation vs a universal product
Soft2Bet operates under different policy environments (for example Denmark, Sweden, Romania and Ontario (Canada), which supports a strategy of adapting to local rules rather than trying to bypass them. The company makes the platform inclusive, but within the limits permitted by law.
The platform uses a unified technology framework, including CRM, AML/KYC modules, payment logic and gaming solutions. When launching brands in a specific jurisdiction, the regulator’s particular requirements are taken into account. This allows the platform to remain technologically unified while its legal and operational settings are continually adapted.
Soft2Bet treats regulation as a tool for trust and sustainable growth. All compliance teams work in-house, building their own AML and RG tools. As a result, the inclusive product remains flexible in line with local legal requirements.
Inclusive Tech within Soft2Bet’s internal culture
Cross-cultural collaboration requires active integration and respect for cultural diversity in day-to-day processes. Companies with multicultural teams must build sustainable, ethical communication based on respect and careful attention to differences.
Inclusive Tech is not only about technology, but also about adapting processes to the needs of different teams. Soft2Bet already demonstrates agility in product development and innovation integration (for example, gamification and modern technologies). Operational flexibility also means supporting professional growth – from local training to inter-regional exchanges of practice – strengthening collective corporate intelligence.
Building an inclusive workplace
Regardless of nationality, Soft2Bet offers equal opportunities to all employees. An inclusive workplace is one where every employee feels valued, protected and able to realise their potential, regardless of background, gender, age, culture or other characteristics.
Transparency in decision-making allows employees to understand how decisions are made, what processes underpin them, and to access information about the reasons for change. The iGaming industry is gradually showing a trend towards open communication around goals, promotion criteria and pay structures.
How team inclusivity is reflected in products
Diversity within the team helps product decisions account for users’ cultural, linguistic and behavioural differences. A practical rule applies: the broader the internal diversity, the broader the external audience. In iGaming, localised products are essential – adapted to specific markets (languages, payment methods and ways of interacting with players). When companies can localise content alongside the interface, they can attract more engaged users.
A clear understanding of local player preferences becomes a competitive advantage: products reflect the expectations of specific countries far better, and more accurate and compelling player scenarios and offers are created.
The future of Inclusive Tech at Soft2Bet and in iGaming
International iGaming operators such as Soft2Bet face challenges typical of global digital products. Among the most important are cultural differences between players, regulatory and ethical challenges, and diversity of teams and products. To reflect the diversity of its external audience, Soft2Bet must maintain an inclusive internal culture.
The future of Inclusive Tech is closely tied to personalisation technologies, which are becoming a key iGaming industry trend. To reach a new level of inclusivity, the following are used:
- AI-driven personalisation of the player experience (analysing each user’s behaviour).
- Flexible segments and dynamic content (AI algorithms create dynamic gaming lobbies, personalized recommendations, and tailored gameplay features).
- Responsibility and safety (enhanced personalisation to help identify issues and players who may be struggling).
Gamification makes it possible to add game mechanics to non-standard gaming environments: tasks and missions, achievements and levels, leaderboards and more.
A shift towards even more universal design is expected – one that takes into account:
- Different levels of digital proficiency: new and experienced users need different interfaces and prompts.
- Different user experience: UX must be flexible and account for cultural and regional differences among players.
- Different behaviour patterns: analytics and personalisation help identify behavioural patterns across different groups.
Near-term outlook: Inclusive Tech will become a standard feature of technology products, rather than an optional add-on. Modern users expect products that take their experience, skills and cultural background into account. To avoid losing their audience, companies must embrace this trend.
Soft2Bet already shows that technologies such as MEGA not only improve retention, but also create personalised player journeys – one of the core principles of Inclusive Tech.
Conclusion: Inclusive Tech at Soft2Bet is not social policy, but a technology development strategy
At Soft2Bet, Inclusive Tech is described as a technology development strategy focused on innovative products, localisation and strengthening the company’s position as a technology leader. The company is already receiving industry recognition for innovation and technology solutions, including the MEGA platform (an example of inclusive gamification that effectively works across 11 jurisdictions), which boosts player engagement and retention through personalisation and gamification. This approach has enabled Soft2Bet’s team to transform gamification from a marketing tool into the core of its product proposition.
The right balance between inclusivity and regulatory requirements makes Soft2Bet resilient, responsible and competitive. The company demonstrates how innovation can be combined with stringent compliance and AML requirements: MEGA increases player engagement and improves retention and loyalty while complying with local licences and regulator requirements. This architecture makes the platform resilient to market changes.
Soft2Bet’s model shows how inclusivity can become the core of a technology platform. Integrated gamification is becoming a technology standard, expanding the user base and strengthening Soft2Bet’s position as a solutions provider for global iGaming.
