Soft2Bet, a leading gaming company, has adopted a forward-thinking approach to payment methods as a key strategy for its success in 2022 and beyond. Bryan Cherrett, Head of Payments at Soft2Bet, recently discussed the company’s investment in various payment tools and how it has positioned them as a frontrunner in the payments vertical.
With over 15 years of experience in the gaming industry, Bryan Cherrett brings a wealth of knowledge and expertise to the table. He has worked as both an operator and an acquirer, with a keen interest in payments. Outside of work, Bryan is passionate about family and sports and embraces a “never give up” attitude.
Soft2Bet utilizes its extensive experience in gaming, covering slots, tournaments, live casino, and sports betting, to establish a prominent position in the payments sector. The company already supports over 10 brands, including YoyoCasino, CampoBet, LightCasino, and ZuluBet.
When planning future investments, Soft2Bet focuses on creative solutions with a strong emphasis on speed to market. To date, they have integrated more than 100 payment providers. Bryan Cherrett believes that this strategy is paying off and gives Soft2Bet a competitive edge.
“Soft2Bet thrives on being among the first to offer credible payment solutions that are not yet available on the market,” he explains. “Some examples include creative open bank solutions, P2P solutions, and exploring the use of NFT technology in payment options.”
By leading the way, Soft2Bet has expanded its geographic reach. The company effectively manages different currencies and associated risks through a localized strategy.
“We have dedicated local experts heading our core and emerging markets, providing professional insights into each specific market,” Cherrett explains. “This allows us to offer top-notch products and solutions tailored to each region. We handle risks on a case-by-case basis, implementing measures specific to each country or region rather than a one-size-fits-all approach.”
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Collaborations with external partners further support Soft2Bet’s extensive product range and ensure a high standard of player protection. Cherrett highlights the importance of partnerships, stating, “We believe in our partners. Without these collaborations, we could not have achieved our current status or our future aspirations. Our partnership with MuchBetter is just one recent example. We value the personal touch we have with our partners, which has helped elevate us to the next level.”
Another notable partnership for Soft2Bet is their deal with Onfido, which provides reliable identity verification and KYC solutions. Each partnership has had a positive impact on Soft2Bet’s strategy, prioritizing player well-being and adhering to regulatory requirements.
With a strong support structure in place, Soft2Bet continuously explores expansion opportunities and develops creative solutions to capitalize on them. Cryptocurrencies are a notable focus as they become more mainstream. Soft2Bet aims to stay ahead of the curve in this rapidly changing landscape.
“Cryptocurrencies have been discussed for some time, but many companies are still hesitant to dive in,” Cherrett notes. “From our perspective, this hesitation stems from concerns about the full understanding of transaction costs in fiat value. At Soft2Bet, we closely monitor how we can develop a crypto product that is easily understandable for all players, providing clear explanations of payments and expected returns. Simplification is our goal.”
As Soft2Bet looks ahead, maintaining a high standard of tailored solutions will be crucial for continued growth. Cherrett emphasizes the importance of staying active and open to opportunities worldwide, evolving in tandem with partners.
Moving forward, Soft2Bet aims to leverage the strong relationships they have with their partners. Cherrett states, “We will continue suggesting payment products that our partners can develop to thrive in the future.”