Can Edinburgh Compete with Europe's Fastest-Growing Tech Companies Like Soft2Bet?

Edinburgh Reporter

25-07-2025

In 2016, a small company in Cyprus set out to build something that many startups talk about but few achieve. The goal was to grow across borders from the very beginning, not just when it became convenient. The company, Soft2Bet, now operates in four countries and employs over 700 people.
Its teams work independently across Europe, building platforms tailored to local audiences. This kind of scale is less about headcount and more about structure.
The rise of companies like Soft2Bet raises a fair question for Edinburgh. What needs to change for local startups to compete?
In the next part, we'll look at how Soft2Bet is built, where Edinburgh fits in, and what lessons might be worth borrowing.
What Soft2Bet Does Differently
Soft2Bet stands out due to its unique construction. The company has offices in Cyprus, Malta, Bulgaria, and Serbia. But it's not just about geography. What matters more is how the teams inside those offices are structured.
There is no waiting around for top-down decisions. Product teams are free to move fast, test ideas, and adjust based on local needs. Each brand they launch is shaped for the market it's entering, not just copied and pasted from somewhere else.
With more than 30 nationalities represented across its offices, Soft2Bet puts cultural relevance at the centre of how it builds. If you're curious about how that looks in practice, Visit Soft2Bet on Instagram to see the people, platforms, and events behind the brand.
Photo by Kindel Media: https://www.pexels.com/photo/people-in-the-office-discussing-a-project-7688336/
Here's what sets Soft2Bet apart:
The company was built to operate in multiple countries from the beginning
Teams work independently, which helps speed up product releases
Employees represent more than 30 nationalities
They use their tech platform, which allows for faster updates
Brands are adapted to fit each audience instead of just being translated
It's a system that helps them move quickly without cutting corners. And it keeps them connected to the people they're building for.
Where Edinburgh Shines and Where It Slows Down
Edinburgh is already known for its universities, skilled workforce, and supportive business environment. In areas like fintech, health tech, and data science, the city has built a strong foundation.
But when you compare it to companies that are structured for global growth, some challenges come into focus.
Strengths Edinburgh brings to the table:
A reliable pipeline of talent from top universities
Strong government-backed programmes like CivTech and Techscaler
An active startup scene in important sectors like finance and AI
Areas that could hold it back:
Hiring talent from abroad is harder after Brexit
Many teams are still tied to traditional structures and slower approval cycles
Products and brands are often designed for the UK market only
These issues are not unique to Edinburgh. But addressing them now could make a big difference in the next five years.
What Local Startups Can Take Away from Soft2Bet
Soft2Bet doesn't have all the answers. But it does offer a useful example of how to build with international goals from the start. Here are a few key ideas that Edinburgh-based companies might find helpful.
1. Think globally early on
Even if your team is based in one city, your customers and users might be elsewhere. Building with that in mind means fewer surprises when the time comes to expand.
2. Keep teams flexible
Giving small teams more freedom can lead to faster results. It also helps people take ownership of their work, which is important when you're trying to grow across markets.
3. Adjust to fit your audience
Soft2Bet changes the design, language, and features of its platforms based on where they're launching. Local details matter. Customising the experience makes a difference in how users respond.
A Shift in Focus Could Change the Outcome
Edinburgh has the talent, the tools, and the ambition to build companies that grow beyond the UK. What's often missing is a strategy that supports international expansion from the start.
Soft2Bet proves that success doesn't depend on size or budget. It comes from how a company is built. Small, focused teams. Products tailored to specific markets. A mindset that plans for different countries, not just one.
If more startups in Edinburgh adopt this approach, they'll be in a better position to scale. The city already has what it needs. The next step is to build with the world in mind, not just the local market.
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