The Malta-based sportsbook and casino technology group originally signed Simeone as a Betinia ambassador in September last year. The collaboration has now evolved into a revamped interactive platform designed to blend traditional sports betting with video game-style progression mechanics.

Betting meets football simulation

The Football Manager platform introduces a structured progression system where users advance from beginner to legend status by building squads, setting formations and making matchday-style decisions. Player performance indicators such as goals, assists, clean sheets and momentum influence advancement, alongside additional missions and challenges.

According to Betinia, the objective is to move beyond conventional sportsbook models by embedding deeper engagement layers that mirror the strategic elements of football management. The company described Simeone as a natural fit for the concept, citing his reputation for discipline, intensity and competitive focus.

The product reflects the broader industry trend toward gamification, with operators increasingly incorporating progression systems, rewards and interactive features to boost retention and session time.

A distinctive ambassador strategy

While betting partnerships with football clubs and players are commonplace across Europe, aligning a sportsbook product directly with an active top-level manager is relatively rare.

The collaboration also navigates Spain’s strict advertising framework, which prohibits domestic betting sponsorship targeting Spanish consumers. As a result, the partnership carries an international orientation rather than a Spain-focused activation.

Simeone’s club, Atlético Madrid, maintains separate international betting partnerships, including regional agreements in Asia. However, Soft2Bet’s strategy differs by embedding the manager’s persona directly into a product experience rather than a traditional sponsorship model.

Soft2Bet’s broader engagement push

The Simeone-led Football Manager relaunch forms part of Soft2Bet’s wider push to differentiate its sportsbook offerings through immersive mechanics and brand-driven storytelling.

As sportsbooks compete in increasingly regulated and saturated markets, gamified layers such as achievement systems, loyalty progression and free-to-play elements have become central to customer acquisition and retention strategies.

By leveraging a globally recognised managerial figure, Betinia aims to position its Football Manager product as a hybrid between entertainment and wagering, targeting digitally native football audiences seeking interactive engagement beyond odds-based betting.
Sources: SBC News