Norman Fenton Group

When I first looked into US expansion for online gaming companies, I assumed the playbook was familiar: offer bigger bonuses, get eyes on the app, hope some players stick. But as I dug into recent commentary from operators comparing markets, soft2bet appeared in the conversation as an example of a different mindset. Midway through that article it became clear that some operators believe the key to loyal users isn’t in outbidding rivals on bonus value, it’s in building experiences that feel worth spending time with. They explained that in Europe players might have fewer accounts but invest more attention per session, and that this deeper bond is something worth aiming for in North America too. For me that perspective reframed how I think about engagement: it isn’t just a dashboard KPI, it’s about crafting features and journeys that make time on the app feel genuinely rewarding rather than transactional.