The iGaming Leader Behind Soft2Bet

A sit-down with Soft2Bet’s Chief Business Development Officer, Martin Collins

Author

Carlo Palomino
June 13, 2025

Welcome back to The Friday Fortune! We’ve officially entered the halfway point of the year. The Q2 scramble is real, iced coffee consumption is up 300%, and your inbox is a mix of vacation autoresponders and “Can we circle back before EOW?” requests.

Whether you're locking in summer campaigns or just trying to remember what day it is, this is your quick hit of inspiration to keep the strategy sharp and the vibes high. Each week, we bring you fresh insights from top CMOs, marketing legends, and bold strategists to keep you ahead of the curve, even if your calendar says “OOO.”

Here’s what’s on deck this week:

  • A sit-down with Soft2Bet’s Chief Business Development Officer, Martin Collins

  • Apple’s new AI image search

  • Dude Wipes x OpenFortune

📈 Marketer of the Week

If there’s anyone who embodies the balance of hustle, humor, and hyper-growth strategy, it’s Martin Collins, Chief Business Development Officer at Soft2Bet. With roots in recruitment and a passion for innovation, Martin’s journey from headhunter to iGaming leader is anything but ordinary.

Originally from Glasgow, Martin moved to London at 20, following his now-wife and landing in recruitment for the construction industry. It wasn’t long before he realized his interests were elsewhere—sports, casinos, and the early digital gambling boom. That led him to Betting Jobs, and eventually, his own recruitment firm serving the gaming sector.

Running his own company gave him a crash course in pressure. He jokes that when people ask about the most stressful moment in his career, they expect something recent. But for Martin, it was bootstrapping a business with 25 people to pay every month. That pressure shaped how he leads today, with clarity, structure, and empathy.

After a successful stint at GiG, Martin joined Soft2Bet with one clear intention: to get back to a more innovative environment, free from quarterly public company pressures. What he found at Soft2Bet was a company ready to move fast and smart, even if that meant entering new markets like Nigeria or building differentiated casino experiences from scratch.

Soft2Bet’s global expansion is as calculated as it is ambitious. Martin emphasized that every market they enter must align with their strengths, particularly their ability to deliver localized customer experiences. Nigeria worked because of a strategic partnership with Channels TV, who brought on-the-ground insight. In Martin’s words: “They bring the localization and expertise and we bring the platform and the industry knowledge.”

What really stands out is how Martin sees the competition. It’s not other casinos, but the attention itself. The way he sees it, Soft2Bet is up against Instagram, TikTok, and Netflix. This mindset drives innovation. The brand has built interactive experiences like “Casino Walls” and “City Builder” that pull inspiration from social media and e-commerce engagement loops because players today expect more than just spinning reels.

As a leader, Martin balances energy with humility. He empowers his team to take ownership while staying accessible for support, noting that the quietest person in the room often has the best ideas. He admits that his high standards can sometimes lead to over-involvement, but he’s learned to pull back and let people grow.

Looking ahead, Martin is bullish on continued expansion, especially in the U.S., if the economics line up. With New Jersey on deck and states like Ohio exploring regulation, opportunity is everywhere. “The industry is awash with opportunity,” he said. More than a belief, it’s a mantra printed on the wall in his office.

Martin’s Takeaway

Martin’s success lies in his ability to act decisively while staying grounded in data. He believes growth doesn’t come from chasing every trend, but from recognizing when and where you can add real value, and doing it faster than anyone else.

To hear more about how Martin is helping Soft2Bet grow with precision, agility, and a few bold bets, listen to the full episode of CMO Weekly.

Crack open a handful of the week’s best marketing links—because good fortune favors the curious.

That’s a wrap for this week’s Friday fortune.

If you enjoyed the read, pass it along to your favorite marketer who could use a little extra inspo in their inbox.

Until next time, may your marketing be memorable and your cookies always be fortunate!

— The OpenFortune team