The casual gaming sector is experiencing unprecedented growth in 2025, creating fertile ground for innovative startups with fresh ideas. With mobile gaming revenues reaching record levels and user engagement metrics soaring, investment funds are increasingly turning their attention to this dynamic space. Soft2Bet Invest has emerged as a leading player in this arena, establishing a €50 million innovation fund specifically designed to nurture promising gaming entrepreneurs. Since its launch in June 2024, the fund has already made significant impacts, even winning the “Outstanding Contribution to Gaming 2024” award at SiGMA East Europe in September 2024.
The Evolving Landscape of Casual Gaming in 2025
The casual gaming market has transformed dramatically over the past few years, shifting from simple time-fillers to sophisticated experiences that incorporate social elements, progression systems, and innovative monetization models. Today’s casual games blend accessibility with depth, creating experiences that appeal to broader audiences while maintaining impressive retention metrics.
Mobile continues to dominate the casual gaming space, with the Apple App Store and Google Play generating over $80 billion in consumer revenue. This represents steady growth that shows no signs of slowing down. The focus on established genres with proven track records has allowed top publishers to capture significant market share, with the top five casual game publishers generating 62% of total revenue in their category.
Key factors driving the casual gaming boom include:
- Low barriers to entry for players
- Short, satisfying gameplay loops
- Cross-platform compatibility
- Innovative monetization strategies
- Social integration features
These elements create games that are easy to pick up but difficult to put down, making them particularly attractive to investors looking for scalable products with strong retention potential.
What Soft2Bet Invest Seeks in Gaming Startups
Soft2Bet Invest has established a clear investment strategy, targeting both growth-stage and mature companies that demonstrate exceptional potential. The fund typically invests between €500,000 and €1 million per project, evaluating each opportunity on a case-by-case basis.
When assessing potential investments, Soft2Bet prioritizes several crucial factors:
- Technological innovation – Companies leveraging cutting-edge technologies that enhance player experiences
- Market differentiation – Unique approaches that stand out in a crowded marketplace
- Scalability potential – Business models capable of significant growth with proper resources
- Strong core metrics – Impressive retention, engagement, and monetization figures
- Team capabilities – Experienced leadership with proven track records in gaming
Uri Poliavich, Founder and CEO of Soft2Bet, emphasizes the importance of disruptive thinking: “Our journey from startup to major iGaming operator and provider shows how we have been changing the iGaming industry, that we speak the language of innovation, and that our products and success stories are undeniable proof that we excel in driving business growth.”
Technology Trends Attracting Investment Dollars
The casual gaming industry is being transformed by several emerging technologies that are attracting substantial investment. Soft2Bet Invest specifically looks for companies harnessing these innovations:
Artificial Intelligence Applications
AI is revolutionizing game development and player experiences through:
- Personalized content delivery based on player behavior
- Dynamic difficulty adjustment to optimize challenge levels
- Automated testing and quality assurance processes
- Natural language processing for improved player interactions
- Advanced analytics for more precise monetization strategies
These AI applications not only improve player experiences but also create more efficient development pipelines, making them particularly attractive to investors focused on operational excellence.
Player-Centric UX Design
User experience has become a critical differentiator in the competitive casual gaming market. Companies implementing advanced behavioral-UX analytics can significantly boost key performance indicators through:
- Streamlined onboarding processes
- Friction-free progression systems
- Intuitive controls and interfaces
- Data-driven design iterations
- Personalized gameplay elements
Studios that prioritize these UX principles typically see higher retention rates and stronger monetization, making them prime candidates for investment consideration.
Monetization Models That Attract Funding
In 2025, sophisticated monetization approaches have become essential for casual gaming success. The most promising startups are moving beyond simple ad-based models to implement hybrid approaches that maximize revenue while enhancing player experiences.
The most attractive monetization strategies include:
- User-level customization – Tailoring monetization approaches to individual player preferences and behaviors
- Hybrid models – Combining in-app purchases, subscriptions, and various ad formats
- Gamified progression systems – Creating value through achievement-based rewards
- Social commerce integration – Leveraging community dynamics to drive purchases
- Limited-time events – Creating urgency and exclusivity around special offers
According to industry analysis, the shift toward user-level customization represents the next evolution in monetization strategy. By leveraging contextual data gathered early in a user’s journey, publishers can dynamically adapt the monetization experience for each individual, optimizing revenue while maintaining positive player sentiment
Social Features Driving Investment Decisions
The integration of social elements has emerged as one of the most significant trends in casual gaming. Multiplayer functionality, leaderboards, and community features transform solitary gaming sessions into shared experiences, dramatically improving retention metrics.
Effective social implementations include:
- Real-time competitive leaderboards
- Friend-based progression systems
- Guild/team mechanics
- Shared challenges and rewards
- Cross-platform social connectivity
Games that successfully incorporate these social dynamics typically demonstrate stronger long-term engagement metrics, making them particularly attractive to investors seeking sustainable business models.
The Investment Process with Soft2Bet Invest
For developers seeking funding, understanding Soft2Bet’s approach is crucial. The fund evaluates projects through a rigorous process that assesses both technical innovation and business fundamentals. Martin Collins, Chief Business Development Officer at Soft2Bet, emphasizes their unique perspective: “Essentially what we’ve done is we’ve taken some of the main concepts from casual gaming and built it to enter the casino experience in order to drive levels of engagement that you might not find with any other sports or casino business.”
This cross-pollination of ideas between casual gaming and iGaming creates unique opportunities for startups positioned at this intersection, especially those focused on engagement metrics and retention strategies.
The fund provides more than just capital, offering hands-on support and industry expertise to help portfolio companies scale effectively. This operational assistance, combined with strategic financial backing, creates a powerful platform for growth-oriented gaming startups looking to make their mark in the competitive casual gaming landscape.
