Soft2Bet is gearing up for a Q1 2025 B2C launch in New Jersey, leveraging its dual B2B and B2C approach to refine market strategies. Martin Collins criticizes U.S. operators for overusing bonuses, calling it a "race to the bottom." Instead, Soft2Bet prioritizes gamification to boost engagement, extending user screen time from 15 minutes to over an hour—shifting competition from casinos to digital giants like Netflix and TikTok.