Soft2Bet CCO Highlights Retention Over Acquisition in iGaming Partnerships

Andrew Cochrane, Chief Commercial Officer at Soft2Bet, outlined a retention-focused partnership model during an interview at Next Summit New York. The discussion emphasized long-term operational collaboration over initial deal signings in the iGaming sector.

Operational Readiness and Payment Localization

Cochrane noted that industry operators frequently prioritize player acquisition while underinvesting in retention mechanisms. Retention encompasses the complete user journey, including registration, deposit processing, customer support, CRM campaigns, and gameplay experience. Operational readiness across these functions determines whether a partnership sustains performance after launch. Payment infrastructure ranks as the second critical component following retention. Transaction failures directly reduce conversion rates and player loyalty. Each regulated market requires a localized payment strategy, as transferring identical solutions across regions without adaptation creates friction. Operators must monitor hidden fees, maintain backup routing options, and continuously optimize transaction flows.

Technology Integration and Partnership Models

Soft2Bet positions itself as a technology provider combined with a managed services partner, offering support, fraud and risk management, VIP programs, affiliate networks, and CRM tools. The company applies a B2C mindset to evaluate CPA, lifetime value, and retention metrics rather than focusing solely on software features. Artificial intelligence streamlines CRM personalization and automation, while human oversight maintains relationship quality. Sustainable growth depends on product quality, strong operations, efficient payments, and long-term collaboration rather than rapid deal execution.