Inside Soft2Bet’s Success: An Exclusive Talk with CPO Yoel Zuckerberg

Could you discuss the fierce competition in Ontario and how ToonieBet positioned itself to capture players’ interest?

Yoel Zuckerberg (CPO, Soft2Bet): When Ontario’s market opened, there was no shortage of international brands trying to gain a foothold. We knew from the start that a one-size-fits-all approach wouldn’t cut it. That’s why ToonieBet was built with Canada in mind. Its name is a nod to the two-dollar coin, and the design, promotions, and gamification features all reflect that local character.

Backed by Soft2Bet’s infrastructure and experience, we focused on offering something that felt genuinely local, supported by reliable payments and a strong game selection. It’s what’s helped us connect quickly with players.

Yoel, what key strategies did Soft2Bet implement to differentiate ToonieBet from other online casinos?

Our primary aim at Soft2Bet was to ensure that ToonieBet stood out by focusing on quality and originality. We integrated a comprehensive game library, quick withdrawals via trusted methods like Interac and PayPal, and user-friendly apps for both iOS and Android.

Security and responsible play are core to our philosophy, so we partnered with leading fraud-prevention providers like SEON to ensure that user transactions remain secure and trustworthy. Beyond these basics, ToonieBet introduced unique gamification features, including tournaments and a collection system.

How does localisation drive ToonieBet’s success in Ontario, and what steps did Soft2Bet take to achieve authenticity?

Local relevance has shaped every part of ToonieBet. From the name to the visual design, we’ve made sure the platform feels unmistakably Canadian. One example is our recent partnership with the Ottawa Senators, which made ToonieBet their official online casino.

That kind of connection helps us stand out and build trust. With Soft2Bet’s backing, we’ve created something that feels close to home while staying fully compliant with Ontario’s Responsible Gambling standards.

Has gamification played a pivotal role in helping ToonieBet attract and retain players?

It’s been a major factor. At Soft2Bet, we’ve always believed in making the casino experience more interactive, and ToonieBet reflects that. We introduced daily and weekly tournaments, along with tasks that reward players with coins they can use in the in-app shop.

Features like the Claw Machine add another layer of engagement. It’s about giving players more to explore, and that’s played a big part in building loyalty.

Could you share insights into ToonieBet’s early performance and any standout metrics?

ToonieBet has performed beyond our expectations in Ontario. One area we are especially proud of is player retention, as users are coming back consistently, which tells us we are doing something right. Mobile engagement has also been strong, validating our focus on app performance. While we are not sharing exact figures, the feedback so far confirms that our mix of local identity and interactive features is landing well with players.

What was the original vision behind ToonieBet, and how did Soft2Bet adapt it for Ontario?

The idea from the start was to build something that felt genuinely Canadian, not just another template with a flag on it. Leveraging AWS infrastructure allowed us to scale quickly and reliably, which is crucial in meeting player demands. Soft2Bet’s experience in regulated markets gave us the flexibility to meet local standards without losing the creative edge.

ToonieBet brings together well-known casino staples with extras like challenges and tournaments, all wrapped in an interface that’s easy to use, akin to the seamless experience users expect from platforms like Amazon. Early feedback shows Ontario players are responding well to that mix.”

How did Soft2Bet tailor ToonieBet’s user experience to meet local preferences?

ToonieBet was built to make it easy for players to get where they want to go. Whether it’s their go-to slots or the latest live casino tables, the interface is designed to keep things simple and intuitive. There are over 2,000 games to explore, and we’ve added around 90 challenges to keep things fresh. The app has been especially well-received, making it easy for users to move between devices without losing momentum. That flexibility has driven a steady rise in downloads across Ontario.

This interview is being published after ToonieBet’s sportsbook went live on the Apple App Store and Google Play in April 2025. How has the rollout of the sportsbook complemented the existing casino offering?

Earlier this month, we successfully launched the ToonieBet sportsbook across both major mobile platforms, giving Ontario players the chance to place wagers on a wide range of local and international events. The launch has been a natural extension of our casino product, delivering a seamless transition for users who already enjoy ToonieBet’s gamified environment. Thanks to official data feeds, real-time match analytics, and MEGA-powered personalisation, bettors can react to live action with confidence while earning loyalty rewards that mirror the progression mechanics they know from the casino side.

What standout features have resonated with players since the sportsbook went live?

Live streaming has been a huge draw. Players appreciate being able to watch games within the app while placing in-play bets informed by accurate, to-the-second data. Our collaboration with the Ottawa Senators also continues, offering hockey fans exclusive promotions on game nights and opportunities to win merchandise or tickets. In the first two weeks post-launch, we’ve seen an uptick in daily active users and a noticeable cross-sell effect, with sportsbook customers exploring casino tournaments and vice versa.

Looking at Soft2Bet’s broader goals in North America, how does ToonieBet’s launch inform your approach to product innovation, and what trends in player preferences are you seeing that might shape future developments?

In a digital space dominated by giants like Netflix, TikTok, and social media, companies in competitive sectors must work harder than ever to capture user attention. Innovative providers like Soft2Bet have long recognised gamification as a powerful tool, using game-like elements to enhance engagement and build lasting user loyalty.

ToonieBet has given us a strong read on what Canadian players value, and that insight is shaping how we approach the broader North American market. The demand for more interactive features stands out, especially around gamification and custom in-app experiences.

Players are looking for engagement, progression, and a sense of identity within the platform. We are using what we have learned in Ontario to refine our approach for future launches across the region, focusing on deeper personalisation and expanded local content. That includes new challenge formats, app-first development, and partnerships that resonate with regional audiences.

Final Thoughts

ToonieBet’s rise in Ontario shows what’s possible when local relevance is more than just a surface detail. Backed by Soft2Bet’s operational strength and regulatory know-how, the brand has built something that feels genuinely Canadian, from the name to the partnerships to the player journey.

The focus on tailored features, gamification, and responsible play has resonated with Ontarians in a meaningful way. The recent sportsbook rollout has already broadened that appeal, giving players a single destination for both casino games and sports betting.

As the market continues to evolve, Soft2Bet is clearly looking ahead with plans to deepen engagement and explore new opportunities. ToonieBet is well positioned to grow with it.