Soft2Bet brands have a new ambassador – Diego Simeone
Soft2Bet, a leading international iGaming solutions provider, has announced a new partnership with legendary football coach Diego Simeone, who becomes the official ambassador for two of its brands, Betinia and CampoBet.
Soft2Bet’s partnership with Diego Simeone
In January 2026, Soft2Bet announced that Simeone, the renowned head coach of Atlético Madrid, had become the official ambassador for the Betinia and CampoBet brands.
Diego Simeone is one of the most successful and influential football coaches of our time, known for his passion, energy, and results-driven approach. Under his leadership, Atlético has won two Spanish league titles (La Liga), two UEFA Europa League trophies, two UEFA Super Cups, and the Copa del Rey and Spanish Super Cup (The Supercopa de España). This track record and reputation as an uncompromising leader have made Simeone a cult figure in the world of football, and now his winning mentality is set to strengthen Soft2Bet’s presence on the gaming scene.
The goal of the collaboration is to combine Simeone’s football expertise and charisma with Soft2Bet’s innovative gaming experience for its users. Betinia’s official brand representative noted that Diego Simeone’s characteristic traits of high intensity and unyielding drive for progress reflect the brand’s values.
At Betinia, gamification is structured so that the player’s path resembles the career growth of a footballer or coach: from novice to legend, through constant development and achievement. This concept aligns perfectly with the philosophy of Diego Simeone, nicknamed “El Cholo,” who is known for turning every challenge into a step toward growth, a mindset that Soft2Bet integrates into its gaming experience.
“Football Manager” feature
As part of the partnership, Soft2Bet has launched a proprietary in-platform football manager, inspired by Simeone’s coaching career. This feature is built directly into the Betinia and CampoBet platforms and represents an entire layer of gameplay on top of traditional betting. Its key features include:
- Player progression system: Users start at the “Novice” level and can advance to “Legend” by earning points for activity and success. This encourages ongoing participation and a desire to improve, much like a team in which Simeone’s coaching progresses from match to match.
- Personalized rewards: As they advance, players receive unique prizes tailored to their preferences and playing style, as well as to local market characteristics. This approach takes into account players’ individual habits, making the experience more meaningful.
- Fantasy matches and competition: Players have the opportunity to compete with each other in online fantasy matches, acting as managers of their own virtual teams.
- Unique lineups and tactics: each user can assemble their own lineup of star players and develop their own winning tactics. This allows everyone to feel like a coach, making decisions and immersing themselves in an atmosphere similar to that experienced by Diego Simeone on the sidelines.
According to Diego Simeone himself, the new format will allow fans to experience what it means to make decisions based on a multitude of factors and be responsible for the outcome:
Simeone commented: “The path to achieving your goal requires discipline, sacrifice, hard work, and trying to make the right decisions at all times. With this new format, fans will be able to analyze every step they take based on different aspects and feel some of what I feel every game on the sidelines.”
This statement emphasizes that Soft2Bet’s experience is indeed close to the real world of sports.
A major milestone for Soft2Bet
The marketing significance of the collaboration cannot be overstated. Alex Gitsik, Chief Marketing Officer (CMO) of Soft2Bet, called the partnership with the football icon “a major milestone” for the company. He said that Simeone’s leadership and commitment to excellence reflect Soft2Bet’s values, and that this collaboration will enable the company to bring fans even closer to the game they love by combining sports strategy with an exciting gaming experience.
In fact, Simeone’s presence on the platform is designed to blur the lines between real football and digital entertainment, making Soft2Bet’s betting and gaming more exciting for sports fans.
Soft2Bet’s localized approach in action
The Betinia and CampoBet brands are Soft2Bet’s flagships and clearly demonstrate the company’s focus on local markets and cultural inclusivity. Each Soft2Bet brand is created with the specifics of the target audience in mind, from language and design to the range of entertainment.
Betinia is a premium online bookmaker and casino from Soft2Bet that has already received industry awards. It offers a personalized experience for players based on gamification, a progress system, and rewards.
Simply put, Betinia turns the usual betting and gaming process into an exciting journey with RPG elements: users complete tasks, level up, and unlock new bonuses. The platform supports multiple languages and offers content tailored to user preferences, with a strong focus on popular sports like football and other fan-favorite disciplines across its key markets.
Such localized content, enhanced by gamification, has enabled Betinia to win players’ loyalty. It is no coincidence that the brand has been recognized for innovation in casinos and gamification at industry awards.
The CampoBet platform offers a dual focus on sports and casino games, providing access to more than 1,000 events daily, ranging from Liga MX matches to esports.
CampoBet features an innovative gamification system where users complete various challenges and tasks to earn points, which they can exchange for rewards.
This mechanic is reminiscent of a video game built into a betting platform and resonates strongly with local players who love the competitive element. In addition, CampoBet’s content clearly reflects the regional sports culture: a focus on the national football league, local tournaments, and support for payment methods popular in the region.
All of this creates a sense for users that the platform is “made for them,” which is a key goal of Soft2Bet’s approach.
Localization through branding and partnerships
The strategy of developing multiple localized brands allows Soft2Bet to be closer to players in different countries. Each brand acts as a kind of “cultural translator,” adapting Soft2Bet’s global experience and technological capabilities to local cultural characteristics and player habits.
Through its partnership with Diego Simeone, Soft2Bet has further strengthened this localization. The image of the famous football coach is particularly resonant with audiences in regions with strong football traditions. By combining the CampoBet brand with the name Simeone, the company has created a “bridge” between football and online gaming.
Simeone’s authoritative and recognizable presence on the platform reinforces credibility and drives user engagement.
About Soft2Bet
The collaboration between Soft2Bet and Diego Simeone goes beyond a high-profile marketing campaign. It stands on the foundation of Soft2Bet’s technological expertise, operational maturity, and its unique approach to personalization in the iGaming industry. These factors are key to making the partnership meaningful, long-term, and impactful for players.
Soft2Bet is a global technology company that operates both as a B2B platform provider and a B2C operator of its own brands. Its award-winning MEGA (Motivational Engineering Gaming Application) platform powers engaging gamified experiences that are already reshaping how users interact with casino and betting content. This gamification-first approach aligns perfectly with Simeone’s coaching philosophy, focused on continuous growth, strategic thinking, and motivation.
In addition to its flagship technology, Soft2Bet has also committed to supporting the broader industry through initiatives such as Soft2Bet Invest, a €50 million fund launched to back innovative startups in the iGaming sector. The initiative, already recognized with the “Outstanding Contribution to Gaming” award, shows how the company extends its influence beyond its own products, supporting new ideas and strengthening the sector as a whole. These capabilities make Soft2Bet a partner with both scale and vision, essential traits for meaningful collaborations.
Soft2Bet also brings deep regional expertise to the partnership. Its localization-first strategy ensures that products reflect players’ tastes and habits across markets. The company’s platform supports over 20 languages and 70 payment methods, enabling seamless access for diverse audiences. Its cultural awareness and commitment to player protection build trust and ensure compliance, further strengthening any brand it partners with, including those fronted by global sports icons like Simeone.
In this way, the partnership becomes a reflection of shared values: strategy, motivation, and user-centric excellence. It connects Simeone’s legacy of discipline and tactical mastery with Soft2Bet’s technological precision and inclusive philosophy. Together, they create a gaming experience built not just for entertainment, but for engagement, loyalty, and long-term value.
Conclusion
The partnership between Soft2Bet and Diego Simeone reflects a shared vision built on ambition, discipline, and strategic thinking. By combining strong leadership from the world of sports with a forward-looking approach to iGaming, Soft2Bet enhances its ability to connect with players through values they recognize and respect. This collaboration is a long-term alignment of philosophy and purpose.