What helps you stand out in a challenging region like Northern Europe? iGaming is a high-stakes industry, with fierce competition in the Nordics. To attract and keep local players’ attention, marketing needs to be original. This is precisely the approach Soft2Bet is taking in Denmark, as confirmed in Divisionforeningen’s recent press release. It looks like the start of a new chapter in European sports marketing.
Technological expertise, respect for local culture, and a strategic agreement with Divisionsforeningen make Soft2Bet an excellent benchmark for any marketing specialist. Let’s take a closer look at how they do it.
Who Are Soft2Bet?
Soft2Bet is an international technology company in the iGaming industry that operates on B2B and B2C models. It has 19 licenses in 11 jurisdictions, including Denmark, Greece, Ireland, Italy, Malta, Ontario (Canada), Romania, Spain, and Sweden. Its brands, Betinia, CampoBet, and others, operate in markets where localization and compliance with all regulations are important.
MEGA (Motivational Engineering Gaming Application) is the primary engagement tool, a proprietary gamification platform. It allows you to build personalized scenarios, customize bonuses, and collect analytics to understand how to engage your audience better. This solution helps operators give players more emotion and meaning, rather than ephemeral points or scores.
Why Expand Further?
In the Nordics, audiences want to feel that a brand speaks their language. And the best way to achieve this is to become part of the local culture.
Soft2Bet has already done that. The brand is embedded in the region’s sports scene. By deepening its presence in bars, stadiums, and news stories about your favorite club, Soft2Bet continues to grow its footprint and build long-term trust.
Partnership with Divisionsforeningen: Case Study
Soft2Bet’s long-standing partnership with Divisionsforeningen, the governing body for Denmark’s three national football divisions, is the most striking part of this strategy. For the first time in Danish football history, all three leagues will receive official title sponsors simultaneously. Also, from the 2025/26 season, the league names will be as follows:
- First League — Betinia Liga
- Second League — CampoBet 2. Division
- Third League — CampoBet 3. Division
This decision raises the divisions’ status and increases attention to previously poorly covered matches.
The choice of partners here is the result of a strategic approach. Soft2Bet already has licenses and operating projects in Denmark – Betinia and CampoBet, brands that are well known to local players. This creates an association between the platform and the football clubs, which can be developed in communications: from advertising in broadcasts to bonuses for sporting events.
The deal is for two seasons, but it is an infrastructure investment. The parties plan to launch joint campaigns with the clubs, ticket giveaways, fan promotions, and youth football support as part of the partnership. All of this helps clubs outside the top league attract fans, build a community, and gain consistent attention from the media and sponsors.
Soft2Bet supports teams, fans, and the idea that regional sports deserve the same respect as international leagues. It’s an approach based on values: responsibility, cultural sensitivity, and supporting development where it really matters.
According to Claus Thomsen, CEO of Divisionsforeningen, Betinia, and CampoBet’s involvement is a welcome step that helps promote Danish football more broadly and strengthens public interest in the national competitions. He emphasized that introducing naming sponsors for the third and fourth tiers also rewards the clubs’ work to improve the quality of the game and raise the level of professionalism.
Local Success and European Recognition
This step helps Soft2Bet strengthen its position in Denmark and across Europe. The company demonstrates how to enter new markets and immediately become familiar to users. Instead of the usual advertising noise, the brand becomes understandable, familiar, and respected.
This approach increases trust among players, regulators, and partners, and transforms Soft2Bet from an iGaming company into a player involved in the life of the regions it works with.
Strengthening Local Culture Through Real Participation
What can other brands learn from this story? The gambling industry evolves, and so do the expectations of local communities. Today, success depends on trust, relevance, and the ability to contribute to something bigger than promotion. Soft2Bet takes this seriously by supporting football, which supports a cultural tradition that unites generations across Denmark.
This is not about slogans or campaigns. It is about consistent presence, partnerships that work both ways, and initiatives that leave a trace beyond the screen. This kind of meaningful involvement becomes the foundation for companies that want to stay and grow in regulated markets. Soft2Bet shows how to build it.
