Soft2Bet VP Calls for Retention Journeys to Convert Tournament Acquisitions into Sustained Growth

Harrison Barret, VP of Business Development at Soft2Bet, argues that operators must look beyond registration spikes from major tournaments and instead build retention journeys that sustain player activity after the event ends.

During Euro 2024 the European market recorded more than two million active online sports betting accounts in June, up from 1.25 million a year earlier. Across the first half of the year overall stakes rose 24 per cent year on year while gross gaming revenue grew 16 per cent. These gains added momentum to an expanding market yet betting activity outpaced revenue growth.

The Retention Challenge After Major Events

Welcome bonuses have become standard in online gambling. A deposit match may draw players during tournaments such as the Euros but once the competition concludes another offer is often required to bring them back. The operator then incurs repeated cost for a player already acquired.

The Gambling Commission’s Euro 2024 research found that many tournament bettors intended to bet on other sporting events although those intentions were no more common after the competition than before it. High customer acquisition costs leave limited margin for players who disappear after a few weeks. Sporting results can also compress margins making retention essential to justify the initial spend.

Tools and Metrics for Year-Round Value

Operators can capture player preferences for teams and competitions at registration then deploy short missions with clear rules and visible progress bars. These unlock subsequent goals and connect to domestic leagues club fixtures or permitted casino titles as the calendar shifts. Weekly missions and seasonal challenges provide ongoing milestones without erasing prior progress.

Soft2Bet’s gamification system connects via API to existing platforms. The suite includes MEGA Shoot introduced for the 2026 FIFA World Cup and Betinia’s MEGA 11 which links football-management missions to sportsbook activity through rewards tier progression and leaderboards. Operators configure triggers rewards and segments while CRM delivers personalised messages aligned to player progress.

Success requires tracking new depositing players at 30, 60 and 90 days then across a full year to assess churn contribution rewards and operating costs. Randomised control groups where feasible allow comparison against ordinary-season cohorts. As reported by Focus Gaming News turning initial tournament interest into profitable annual growth depends on relevant experiences commercially sensible rewards and reasons to return once the fixtures end.