Soft2Bet Expands Senior B2B Team with Senior Appointments

Soft2Bet, a leading iGaming turnkey platform solutions provider, has appointed James Hancock as Vice President of B2B Marketing and Harry Heynes as Business Development Director, adding extensive commercial, platform, and strategic experience to its B2B management team.

The strategic arrivals to the commercial leadership team directly align with Soft2Bet’s commitment to accelerate B2B growth, and extend the reach of its proprietary iGaming technologies across regulated markets globally. Central to this strategy has been the expansion of the business development team under Chief Commercial Officer, Andrew Cochrane, with the well publicised arrival of a number of notable, respected industry figures earlier this year, driving new market adoption for Soft2Bet's award-winning turnkey iGaming platform and unique, flagship gamification solutions.

In his role as Vice President of B2B B Marketing, Hancock will work closely with CCO Cochrane to elevate Soft2Bet’s market positioning, drive global brand strategy, and showcase the company's scalable platform architecture to a new audience of potential partners. He brings over a decade of high-level industry marketing expertise, including roles at Paddy Power, The Stars Group, and GiG.

Hancock commented: “I’m very excited to be here, at a time when Soft2Bet's strategic B2B priorities and technological capabilities present a significant opportunity for growth. I look forward to again working alongside Andrew and the wider business development team to elevate our B2B brand presence, leveraging the impressive technology, services and infrastructure driving impressive results for existing partners.”

As Business Development Director, Heynes will help drive adoption and growth of the Soft2Bet iGaming Platform and develop new partnerships in key regulated markets, globally. Bringing more than 12 years of commercial leadership across iGaming, sports betting, and payments, with senior experience at SBTech, SIS, and Inspired, Heynes will focus on structuring high-value partnerships that deliver scalable, long-term ROI.

Heynes added: “In today’s regulated landscape, operators need technology partners that can genuinely move the needle on commercial growth. Soft2Bet combines an award-winning platform with market-leading gamification, and I’m looking forward to building strategic partnerships that unlock sustainable ROI for operators expanding globally.”

The addition of the two will help bolster and accelerate Soft2Bet’s B2B expansion, highlighted by Soft2Bet's Chief Commercial Officer, Andrew Cochrane, as the team continues to strengthen its position as the provider of choice for ambitious brands in key regulated markets worldwide alongside its valued partners.

About Soft2Bet

Soft2Bet is a leading iGaming turnkey solutions provider that delivers high-quality products and services for online gambling operators. The company is known for its Motivational Engineering Gaming Application (MEGA), proven to enhance retention and engagement. Soft2Bet has deployed numerous successful iGaming brands and holds 23 licenses.