Filip Sosnowski
Image: SB Software

Partnership That Work: How SB Software Helps Operators Achieve More

Next year, SB Software will celebrate its 15th anniversary. The company’s founder, Claus Rasmussen, aims to mark this milestone by elevating the company to new heights, expanding into new markets with a refreshed product line and under the leadership of its newly appointed CEO, Filip Sosnowski. 

Speaking exclusively with SBC News, the chief executive shares his strategy for this expansion, emphasising the company’s strengths and explaining why attentively listening to partners’ needs and aiding them in making data-driven decisions drives growth.

SBC News: What was your motivation to step into this role and how have you settled into it since your start? 

Filip Sosnowski quote
Image: SB Software

Filip Sosnowski: Throughout my career in managing B2C brands, I’ve had the opportunity to work with a variety of platforms available on the market. Some were better than others. When Claus Rasmussen offered me the role of CEO at SB Software, I saw it as an excellent opportunity to provide a platform to the market that truly serves the needs of businesses with a ‘business-first’ approach. This motivates me the most.

SBC: Tell us about your career in the industry and how you gained the necessary experience to take on the SB Software CEO role?

FS: My career in the online gambling industry began back in 2001 as a content writer for Expekt, when the brand was entering the Polish market. This was a dynamic period, when some bookmakers were using their customers’ PC clocks for bet placement time stamps. Throughout my journey, I have had the privilege of collaborating with numerous experienced professionals within the international gambling industry, gaining invaluable insights to my personal expertise.

In my career, I’ve evolved from a content writer to a professional punter, an entrepreneurial start-up founder. I have also collaborated with esteemed organisations such as Greentube (Novomatic Group) and STS Gaming Group (part of Entain). This multifaceted experience in both B2C and B2B sectors within the sportsbook and casino domains gave me a strong foundation for my current role.

From day one in the new role, I have worked with the SB team to always keep in mind that our clients invest heavily in acquiring players. As their technology provider, we share the responsibility of ensuring the highest player satisfaction and retention. I fully understand how hard it is to attract and retain traffic, while meeting strict regulations. That’s why I am dedicated to making SB Software a strong ally to our partners, helping them to boost their results and stay ahead in a competitive market.

SBC: What are your initial thoughts after coming into the new role?

FS: The first thing I noticed about the SB Software team is its work culture. Our team members are more eager to come to the office than to choose remote work, which is rare these days. I was also positively surprised by the extensive operational experience of our developers. I know how important it is for operators that an account manager or software developer is not only technically skilled, but also has practical industry knowledge and a clear understanding of the client’s needs.

This kind of knowledge and experience was something I missed with other platform providers I used while working as a B2C operator. These skills greatly facilitate work, improve communication and shorten the delivery time for a customised product. 

The company’s management board also has significant operational experience, which our partners often appreciate and rely on by considering our suggestions. The synergy between a platform provider and an operator is a major advantage that SB Software has over its competitors.

Finally, I was pleasantly surprised to discover a platform designed for ultimate customisation and flexibility, catering to both sportsbook and casino needs. Our product is highly customisable, allowing our partners to align the platform perfectly with their unique brand identity and target audience while ensuring full compliance with all relevant regulations. We prioritise flexibility and ease of implementation. 

SBC: What are your core objectives in the short-mid term at SB Software, in terms of both product development and markets?

FS: The dynamic nature of the online gambling industry demands continuous innovation and technological advancements. Recently, we have been focusing intensely on big data and artificial intelligence to help our partners gain deeper insights into players’ behaviour. This approach allows us to deliver personalised experiences, such as customised odds, tailored casino games, and targeted promotions based on individual preferences. Our partners have reported a significant boost in retention rates after adapting personalisation strategies. We firmly believe that this approach will remain a crucial factor in enhancing user engagement and maintaining high levels of satisfaction.

Additionally, we are continuously improving the design of our platform’s back office to make it as user-friendly as possible. We recognise the importance of this aspect. Furthermore, our documentation is comprehensive and regularly updated. Our platform is designed to scale our partners’ businesses, ensuring it can accommodate their growth. By constantly evolving our infrastructure, we give our partners the confidence to handle increasing player numbers without sacrificing performance.

When it comes to the markets, we are dedicated to supporting our clients in strengthening their positions in existing markets and exploring the new ones. Our goal for 2025 is to establish a presence in at least three new countries. This objective is achievable thanks to ambitious plans of our existing partners and the growing interest in our products from both emerging and established brands. Many are considering a switch to our platform, inspired by the success and business growth of our current partners.

SBC: How do you operate in a strategic manner when looking to enter new markets, launch new products, or enlist new partners?

 

FS: We are capable of tackling projects of any complexity, thanks to our extensive team of senior developers with deep expertise in igaming. Our flexibility covers both commercial models and, for example, the provision of a customised roadmap supported by a dedicated development team. We specialise in quickly adjusting our products to comply with local regulations, managing tax mechanisms and, most importantly, localising our platform, casino or sportsbook to meet the specific needs of our partners’ players in every market we operate. This positions us to confidently enter virtually any new market, recognising the potential to drive further growth in both emerging and established brands.

Regarding new products, we are excited to announce the launch of our new online casino platform. Following this, our focus will concentrate on developing advanced features and innovations, which we call SB Intelligence.

We are actively pursuing innovative solutions in data analytics and AI to elevate our partners’ performance. Our goal is simple: to make their work easier while equipping the platform with tools that allow data-driven decisions supporting growth. From advanced real-time reporting and AI-powered insights into player behaviour to automation tools that optimise campaigns and operations, SB Intelligence will set a new level for operational efficiency and performance for both casino and sportsbook operators.

We’re confident about the potential of these features to not only streamline workflows but also to unlock new opportunities for engagement, personalisation and revenue growth. This is part of our long-term commitment to staying ahead of industry trends, delivering value to operators, and improving the player experience.

SBC: Looking ahead to the next five years, what is your overall vision for SB Software and what progress are you looking to make?

FS: The industry is too dynamic and thus unpredictable to plan for five years ahead. However, I know exactly what would make the perfect birthday gift for us and our partners as we celebrate the 15th anniversary of SB Software next year.

Currently, we hold a strong position in the African, Polish and Georgian markets, where our partners continue to achieve success and profitability using our software developed collaboratively with the SB team. These partnerships have proven to be both effective and profitable for all parties involved. We remain dedicated to supporting our current partners in their ambitious plans and are committed to continuing as a key driver in the igaming software sector for them.

Looking ahead, I see opportunities to assist new operators in maximizing their profitability. I am thinking specifically about partners from new markets, beyond those where we have already demonstrated the value of our platform. The expansion is the next step in the evolution of SB Software.

We will certainly remain committed to our values and vision. By always listening to our partners and focusing on delivering a product that ensures their business profitability, we’ll continue to uphold our mission.

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