The iGaming environment is very competitive. Probably anyone who has ever tried to launch their own product knows this. In that case, what does it take to succeed and not lose out to the competition? The answer is simple: flexibility, speed, and technological flair.
These are the skills that the Soft2Bet team demonstrated by entering into a strategic partnership with Amazon Web Services (AWS). The results have exceeded the wildest expectations:
- A 55% reduction in computing costs;
- A 200% increase in the speed of new product launches;
- A whole new user experience.
And that’s just the beginning!
Why the Need for Change?
Soft2Bet was actively growing: launching new products, entering new markets, and expanding the team. To maintain this pace, the company needed to strengthen its technical foundation. More and more users, more and more data. It became clear that the next stage of growth required a more flexible and powerful infrastructure.
The goal was simple: to speed up product launches, improve the user experience, and make it easier to scale the business. The solution turned out to be in the cloud
After thoroughly analyzing and reviewing processes, the Soft2Bet team relied on cloud technology. The partnership with AWS and Snowflake allowed us to build a unified data ecosystem where everything from data storage to processing became faster and more reliable.
Now, Soft2Bet’s architecture is built on:
- Amazon S3 – scalable storage that handles huge volumes of data without failures;
- Amazon RDS – database management with minimal latency and high availability;
- Snowflake via AWS Marketplace – secure and fast access to all data sources without overburdening the team.
What Has This Delivered in Practice?
The results of moving to AWS have been impressive. Within the Soft2Bet team, these changes were felt right away. Infrastructure costs were noticeably reduced, which allowed us to allocate more resources to the development of new features and improvement of existing products. Instead of spending money on “keeping the system afloat,” the team now invests in growth and innovation.
At the same time, the speed of product launches and connecting new partners has increased dramatically. Where it used to take weeks to bring new products to market, now a few days is enough. The time to integrate new B2B clients has also decreased by almost three-quarters. In a segment where “being first to market” often means “winning,” this acceleration is a significant competitive advantage.
But most importantly, all of this had an immediate impact on the quality of the user experience. Players began to notice that the interface became faster and more responsive, pages loaded without delays, and the process itself became intuitively more pleasant. And if there is one thing that is truly important in the iGaming industry, it is engagement. The smoother and faster the platform runs, the more willing the user is to stay and come back again.
Interestingly, these changes have affected both the external and the internal rhythm of the company.
We talked to one of Soft2Bet’s developers to understand how the transition to AWS is felt “from the inside”. He shared that the ability to test ideas within hours rather than days has literally changed the dynamics of work. New hypotheses can now be tested without complex procedures and long waits. The entire infrastructure scales automatically, and results appear instantly.
“AWS became a real growth point, he noted. We started moving faster, adapting to new conditions more easily, and, most importantly, delivering to users exactly the level of quality they expect from a modern product.”
For the team, it became an opportunity to truly unlock potential: fewer technical barriers, and more freedom for creativity, experimentation, and innovation. As a result, new ideas are more often realized, more quickly tested in practice, and more effectively bring results.
MEGA
Motivational Engineering Gaming Application (MEGA) is Soft2Bet’s proprietary gamification system that has long combined the excitement of casinos with the engaging mechanics of casual games. Tournaments, collections, Challenges, and a bonus store all help platforms keep players’ attention, increase engagement, and enhance the user lifecycle.
Players receive personalized offers, analytics systems provide real-time insights into audience behavior, and internal teams can quickly launch new game scenarios.
With the move to an upgraded infrastructure, MEGA has even greater flexibility and performance. This means that scaling, localization, and launching new features will become faster and easier for Soft2Bet teams and partners.
What Lies Ahead?
It is definitely not in the spirit of Soft2Bet to stop at what has been achieved. The new architecture opens up a lot of new opportunities:
- Launching new brands in Europe and both Americas now takes much less time;
- Content personalization goes to a new level: from AI-analytics to adaptive bonuses;
- Partner ecosystem grows: every new client gets a turnkey solution without complex integrations and long waits.
Most importantly, any new idea can now be immediately tested and implemented, giving the team real freedom for experimentation and innovation.
Soft2Bet’s collaboration with AWS is an example of how modern technology can transform the entire approach to product, business, and customer experience. It’s a step towards a new model in which the company does not adjust to the constraints. But the infrastructure adjusts to the company’s ambitions.
For the iGaming market, where competition is high and user expectations are growing every month, this is an important signal: the one who invests in technology, speed, and scalability wins.
Soft2Bet is confidently leading by example. When technology and strategy go hand in hand, everyone from developers to end players wins. And judging by the rapid development of the company, the most interesting things are yet to come.