MEGA Builder: Breaking ground on the future of player

For over a decade, gamification has been a recurring theme in online gambling, but implementations have not really changed. Leaderboards, achievement badges, and occasional weekly bonuses still form the backbone of how many operators attempt to engage players.

Compared to rich, layered experiences in casual gaming, social media, or e-commerce, the gambling sector’s approach can often feel outdated and one-dimensional.

In other industries, gamification is woven into the core journey: immersive, story-driven, and designed to spark return visits without relying solely on cash incentives. In gambling, by contrast, the customer relationship is frequently transactional; players log in, place a bet or spin, then leave. Operators respond with bigger bonuses and more aggressive acquisitions, but these spiral cost without creating lasting loyalty.

While some in iGaming may be content with recycling the same gamification tactics for another decade, others see a chance to push forward.

Rethinking gamification

For iGaming technology leader Soft2Bet, the opportunity lies in making gamification a central part of the user experience. By borrowing mechanics from modern mobile and casual games, such as narrative, interactive mini-games, and progression systems tailored to specific audiences, gambling platforms can transform fleeting visits into longer, more sustainable engagement. Done well, gamification could shift the industry’s focus from an over-reliance on acquiring new players to delivering genuine entertainment value.

“The industry has been very acquisition-focused,” says Martin Collins, chief business development officer of the group, which is both a tech supplier and B2C operator.

“In many markets, 50–60% of monthly active users are new customers. As regulation has tightened across Europe and North America, promotional and bonus spend has risen from around 10–15% to 25–30%. Acquisition and retention costs have increased, yet the relationship remains transactional, with players returning mainly for bonus offers.”

To achieve more sustainable engagement through compelling entertainment, Soft2Bet rolled out its content-led proprietary gamification solution, Motivational Engineering Gaming Application (or MEGA, for short). MEGA launched with three core features – MEGA Chance, MEGA Clawee and MEGA Builder – with each developed to offer players the sense of unrestrained fun engendered by traditional games. The dice-based Chance is inspired by classic board games like Monopoly, while Clawee gives players the opportunity to win prizes on an old-school arcade claw machine.

Introducing MEGA Builder

With its construction theme, MEGA Builder taps into the same appeal as city-building games: building, upgrading and coming back for the next stage. A more engaging and rewarding experience than traditional weekly bonuses, MEGA Builder players use loyalty points, earned through wagering, to build and upgrade virtual stadiums in sports betting environments or develop city districts in iCasino. As players progress, they unlock new territories and rewards, including bonuses and cash prizes.

By combining the satisfaction of building with the excitement of gaming, MEGA Builder introduces narrative and progression elements that encourage long-term engagement. This innovative approach keeps players invested and has ultimately produced some eye-catching results.

Goodbye weekly bonuses

MEGA Builder, with its focus on fun and enjoyment, fits well with Soft2Bet’s goal of positioning gambling platforms firmly within the entertainment sector. Soft2Bet has set out to create a richer experience for the customer, particularly mobile-native 25–35-year-olds who have grown up with a phone in hand. The typical MEGA Builder player is around 33 years old and predominantly male (74%).

“These players expect more from digital experiences,” Collins adds.

While Soft2Bet concedes that there is a place for the traditional weekly bonus, the opportunity to build loyalty points and enjoy some fun, as well as the chance to win with MEGA Builder, is undoubtedly more engaging. It is also much more cost-effective for cost-conscious operators attempting to maintain or grow their presence in saturated markets.

Collins believes the main challenge for operators today is competition against screen time owners on social media, streaming services, and mobile gaming.

“We want that ‘hour on the sofa’ of an evening ahead of TikTok, Netflix and Amazon,” Collins says. “We believe there’s an opportunity there within that mobile-savvy 25–35-year-old cohort that we mentioned before, whose disposable income is starting to increase. Those that can launch with the most engaging entertainment products and appeal to that group can define the market.

“MEGA is underpinned by driving engagement, lowering promotional cost increasing longevity and LTV, and enhancing sustainable and responsible gambling.”

Outpacing the industry

The figures stack up well for MEGA compared to standard industry bonusing mechanics. Soft2Bet data shows that average revenue per user (ARPU) is 45% higher and net gaming revenue (NGR) is 65% higher. Screen time has increased by 400%, while deposit amounts are 50% above the industry average.

For Collins and Soft2Bet, MEGA is only the beginning. In North America, Soft2Bet debuted with its ToonieBet brand, offering both casino and sports betting. The launch was built around a strong local focus, tailoring the app’s experience to Canadian players while aligning with the region’s gaming culture. Alongside geographical opportunities, there are also technological ones.

The group is working to enhance its products and find better ways to engage players. In addition to its in-house expertise, it is seeking fresh ideas from external sources. To support this, it set up Soft2Bet Invest, an iGaming Innovation Fund that provides financial and business support to iGaming and casual gaming entrepreneurs who share its commitment to innovation and growth.

“This is just the beginning,” Collins says. “If you’d spoken to the founders of Nintendo when they first launched and asked, ‘Is this it? Is it finished?’ They’d have said absolutely not.

“That’s why we always say we want to be at the forefront of innovation. We have our Soft2Bet Invest fund, so we can take new technologies and figure out how to integrate them. Graphics, technology, AI – all of these will impact customer experiences, and we want to be right there, driving it from the industry side and taking advantage better than anyone else.”

With MEGA Builder, Soft2Bet has demonstrated how gamification can evolve from superficial add-ons into a central entertainment experience that drives loyalty, retention and long-term value. By blending narrative, progression and reward with core gameplay, the business is setting a new standard for sustainable engagement in the iGaming industry.