Soft2Bet is entering the Nigerian gaming market through a multi-year turnkey agreement with Channels Media Group (CMG).
Soft2Bet is powering the launch of CMG’s online sports betting and casino brand Waddibet and managing the site’s operations and customer engagement strategy, tapping into CMG’s reach in the Nigerian market.
CMG was founded in 1992 and owns the independent 24-hour news broadcaster Channels TV.
“As a group, Soft2Bet is truly delighted to announce its first African partnership with a high-calibre media partner like Channels TV,” said Soft2Bet chief business development officer Martin Collins. “Nigeria is the continent’s largest economy and a vibrant market and the combination of Channels TV’s strong brand equity and our highly localised and powerful solutions will deliver strong growth in this major market.”
Tobi Momoh, strategist at CMG, added: “Our joining forces with Soft2Bet will see us blend our local expertise with their cutting-edge online sports betting and casino operations. We’re also highly excited at the thought of integrating Soft2Bet’s MEGA gamification and are confident in our ability to deliver premium content and elevate player engagement across this market.
“Together, we’re committed to setting new industry standards and establishing a leading iGaming brand that will provide unmatched entertainment to our players.”
Soft2Bet is expected to follow its Nigeria launch with a go-live in New Jersey during the first quarter of this year.