Oksana Tsyhankova Discusses Innovation, CSR, and Team Culture

Soft2Bet’sCCO Speaks to The iGaming Post following her win at the Women in Gaming Diversity Awards 2025

Soft2Bet’s recognition in the B2B Excellence category at the 2025 Women in Gaming Diversity Awards underscores the company’s consistent commitment to innovation, strong performance, customer-centricity, and leadership in the iGaming industry.

Following this milestone, Soft2Bet’s Chief Commercial Officer, Oksana Tsyhankova, gave an exclusive interview to iGaming Post, discussing the key drivers behind the company’s team productivity. She highlighted the essential contributions of talented professionals across product development, marketing, and compliance, noting how their expertise enables Soft2Bet to build powerful, high-performing brands right from launch, even in highly competitive markets.

Oksana also shared how Soft2Bet’s flexible, data-led culture, driven by individuals with a startup mindset, consistently positions the company as an industry leader by enabling it to surpass traditional approaches and continuously explore new ways to reshape the industry.

Congratulations on winning the B2B Excellence Award at the Women in Gaming Diversity Awards! What does this recognition mean for Soft2Bet and your team?

We’re truly honoured to receive the B2B Excellence Award. For us, this recognition goes beyond our achievements, celebrating the exceptional people who made them possible. At Soft2Bet, our strength lies in our bold and collaborative culture, which empowers talented individuals to bring ambitious ideas to life. Our team unites industry pioneers and passionate experts who share a common dedication to shaping the future of iGaming.

This award highlights the impact of our teams across product, marketing, and compliance, whose visionary leadership and agility enable them to set industry trends rather than simply follow them. As we celebrate nine years of high performance, our startup spirit remains undiminished, fuelling innovation with fresh ideas, the adoption of new technologies, and more innovative strategies. This forward-thinking approach is reflected clearly in our distinctive brands, proprietary MEGA technology, strong partnerships with leading providers and operators, and our scalable platform.

Soft2Bet has experienced remarkable growth recently. What are the main factors behind this success?

Our approach has reshaped how successful iGaming brands are launched and scaled, integrating gamification, localisation, and customisation into every step from the very start. Rather than being just another feature, this targeted growth strategy enables us to deliver strong performance, boost player loyalty, and clearly differentiate our brands in highly competitive markets.

We creating fully compliant and user-focused products built from the ground up by talented teams who shape our standout brands. Their efforts have secured industry recognition, including prestigious European awards, and enabled us to form strategic partnerships with major organisations like the Ottawa Senators, CFL, CFR Cluj, and Divisionsforeningen.

As a result, our flagship brands have achieved strong growth in key regions such as Denmark, Sweden, Romania, Greece, and North America.

A commitment to meaningful localisation, long-lasting partnerships, and genuine community engagement drives this success. Instead of merely entering new markets, we actively shape them, creating unique player experiences that set new benchmarks in the local industry.

How does Soft2Bet approach corporate social responsibility, and why is it important for your business?
Corporate social responsibility genuinely influences how we operate and make decisions every day. Over the past year, we’ve actively supported causes that resonate with our values, emphasising employee well-being and professional development. Examples include our Women’s Day panel initiative and our donation supporting gender equality and community development.
Additionally, we take practical steps to protect the environment, build closer connections within local communities, and support sustainable growth in the iGaming industry through educational activities such as webinars, workshops, keynotes, panels, and roundtable discussions.

What role does innovation play in Soft2Bet’s strategy, especially with recent technological partnerships like AWS?
Through our S2B Invest Fund, we actively support projects designed to meet customer needs and define future industry trends. By prioritising innovative gamification, exceptional UI/UX design, and social experiences tailored to local audiences, we enable our partners to stay ahead of changing player expectations.
Innovation is central to everything we do at Soft2Bet. Over the past year, our MEGA gamification engine has earned significant global recognition for its outstanding performance in both sportsbook and casino.

How does Soft2Bet’s team and culture contribute to your leadership in the iGaming space?
Our success comes from a global team of dedicated individuals who contribute bold ideas, technical expertise, and a genuine commitment to growth. We’ve created an inclusive and innovative culture that empowers people from diverse backgrounds to excel and confidently take on leadership roles.

Our rapid growth across multiple markets directly reflects the dedication and skill of our compliance, product, and marketing teams, as well as our commitment to meeting strict licensing standards. Alongside our internal achievements, we actively support the wider industry through educational content, including workshops, webinars, and roundtable discussions, which aim to raise standards and promote responsible, sustainable growth within the iGaming community.