The power of consistency in business development

Shirley Pulis Xerxen November 27, 2023

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The power of consistency in business development

In a recent episode of the SiGMA podcast, host Maria Debrincat, engages in a riveting conversation with Martin Collins, Chief Business Development Officer at Soft2Bet. Collins emphasises the key to success, which he believes is consistency in business development. He advises against frequent pivoting and underscores the importance of trusting your team and drawing upon past experiences.

“The keyword for success, in my opinion, is consistency. What I see a lot of businesses doing is pivoting in a quarterly, biannual basis. And I think that confuses the matter.”
Martin Collins

Soft2Bet’s Gamified Solutions Revolutionising Engagement

Soft2Bet, renowned for its market-leading gamified products and solutions, has been a driving force in the iGaming industry. Collins sheds light on the industry’s long-standing challenge of acquiring and retaining customers. With over two decades of experience, he explores how Soft2Bet’s innovative gamification features, such as City Builder, Stadium Builder, and Cash Crab, are enhancing audience engagement and creating brand equity for sustainable business models.

“With these gamification features, we are seeing increases in all areas, creating brand equity for our customers.”
Martin Collins

Navigating the Digital Evolution in Business Development

Having witnessed the evolution of digital markets over the past 20 years, Collins reflects on his journey from the construction industry to iGaming. He discusses the transformative impact of digitalisation, emphasising the shift from fax-based communication to the vast accessibility of data in the digital space. Collins delves into the importance of data-driven strategies, the tight-knit nature of the industry, and the need to align sales and marketing messages for consistent and certain brand positioning. He says, “It’s really key that you’re constantly on top of your numbers. The volume of data you have access to is much greater than in traditional industries.”

Soft2Bet’s Future Expansion Plans in Regulated Markets

Martin Collins shares insights into the current trends and developments in digital markets, highlighting the growth of regulated markets across Europe and North America. He discusses the challenges and opportunities presented by regulatory frameworks and the need for strategic lobbying. Looking ahead, Collins unveils Soft2Bet’s future plans, including entering the U.S. market, expanding into regulated territories, and continuing to enhance their tech-driven solutions.

“We do plan to enter the U.S. as well. We’re really looking forward to that. There are challenges, but there are challenges that we can certainly face and drive value in.”
Martin Collins

As Soft2Bet positions itself for further expansion and technological advancements, Collins emphasises the importance of internal and external satisfaction as key metrics for success. Whether fostering a positive work environment for employees or ensuring customer satisfaction in the B2B space, Soft2Bet remains committed to innovation and growth in the dynamic world of iGaming.

Join SiGMA Eurasia in Dubai between the 25 and 27 February 2024

The fourth edition of SiGMA Eurasia will once again be held at the InterContinental Dubai Festival City, providing invaluable opportunities for attendees to network with industry professionals, gain exposure to the latest tech and innovations in the sector, meet key decision makers, and gain insight into new markets. Find all the details here.