Soft2Bet has launched a new Sweden-facing online casino and sportsbook brand built around Norse mythology themes.
Lodur is inspired by Viking culture, Nordic landscapes and mythological storytelling, combining these elements with a user experience designed specifically for players in Sweden.
An island in Sweden
The company said that the brand has been developed to reflect local preferences, including support for regional payment methods, locally relevant sports coverage and Swedish-focused live casino content across desktop and mobile devices.
The launch further expands Soft2Bet’s profile in the B2C side of the betting industry, with the firm also being a prominent B2B supplier. Its B2C suite also encompasses CampoBet, Betinia, Don.ro, Tooniebet, Quick Casino and Yoyocasino.
Soft2Bet has a broad international presence, with licences held across Malta, Sweden, Denmark, Ireland, Italy, Greece, Romania, Ontario and Mexico. The Lodur launch suggests that the Nordics markets are taking on more prominence for the firm.
A key component of the platform is its “Island system” – a persistent progression feature designed to extend engagement beyond individual casino or sportsbook sessions.
Through this system, players develop virtual island settlements, constructing and upgrading buildings as they progress. Resources used to build and expand settlements are earned through gameplay, introducing long-term progression goals alongside traditional betting and casino activity.
The Island system also incorporates player-versus-player simulation mechanics, allowing users to compete by attacking rival settlements or defending their own. With no defined endpoint, the progression model has been structured to support continuous player advancement over time.
Soft2Bet embraces gamification
Lodur has been powered by Soft2Bet’s Motivational Engineering Gaming Application (MEGA) – the company’s proprietary engagement framework.
“Lodur shows what our product toolkit can do when Soft2Bet’s MEGA is applied to social mechanics and PvP progression,” said Yoel Zuckerberg, Chief Product Officer at Soft2Bet.
“We have built a journey that keeps players building, competing and returning to Lodur, without adding friction to the core experience.”
The launch formed part of Soft2Bet’s wider strategy to develop locally adapted gambling brands supported by proprietary technology and market-specific design.
The company has focused on combining regulatory compliance and gamification features to differentiate its offerings in competitive regulated markets.
This has also been seen with the launch of its MEGA11 product – a football manager-inspired platform where players can build and manage fantasy squads, compete in leagues and progress through a tiered system based on activity.
The introduction of Lodur is in-line with current industry trends toward gamified gambling experiences, particularly in mature regulated markets where operators are seeking new ways to increase engagement and retention.