Soft2Bet Strengthens B2B Team With Two Senior Appointments
Cyprus.- 24 September 2026 | www.zonadeazar.com Soft2Bet has announced two senior appointments to its B2B leadership structure as it seeks to accelerate commercial expansion and increase adoption of its proprietary technology across regulated markets.
James Hancock has been appointed Vice President of B2B Marketing, while Harry Heynes joins as Business Development Director.
Commercial Leadership Expansion
The appointments form part of a broader strategy to strengthen Soft2Bet’s B2B operation.
The company wants to increase international adoption of its turnkey platform and proprietary gamification technology.
James Hancock
Hancock joins as Vice President of B2B Marketing.
His remit will focus on Soft2Bet’s market positioning and global B2B brand strategy.
Working With Andrew Cochrane
He will work directly with Chief Commercial Officer Andrew Cochrane.
Closer coordination between marketing and business development will form part of the company’s growth strategy.
Market Positioning
Hancock will be responsible for increasing Soft2Bet’s visibility among operators, technology partners and prospective customers.
He will also help communicate the scalability of the company’s platform architecture.
More Than a Decade of Experience
Hancock brings more than ten years of marketing experience within the gaming sector.
His previous employers include:
- Paddy Power.
- The Stars Group.
- GiG.
Operator and Technology Experience
His background spans both consumer-facing gaming businesses and technology suppliers.
This gives him experience across brand development, acquisition and B2B positioning.
Harry Heynes
Soft2Bet has also appointed Harry Heynes as Business Development Director.
His role will focus on expanding platform adoption and developing new commercial partnerships.
More Than 12 Years in the Industry
Heynes brings more than 12 years of commercial leadership experience.
His background includes:
- iGaming.
- Sports betting.
- Payments.
- Platform technology.
SBTech Experience
One of his notable previous roles was at SBTech.
The company became one of the industry’s major international sportsbook and platform technology suppliers.
SIS and Inspired
Heynes has also held leadership positions at SIS and Inspired.
Those roles broadened his experience across content, technology and operator-facing commercial strategy.
New Partnerships
At Soft2Bet, Heynes will focus on establishing partnerships with operators in strategic regulated markets.
The objective is to develop relationships capable of delivering sustained growth.
Return on Investment
Heynes said modern operators require technology partners capable of producing measurable commercial results.
His focus will be on partnerships designed to deliver scalable and sustainable ROI.
Turnkey Platform
Soft2Bet’s full-service iGaming platform sits at the centre of its B2B proposition.
The system combines multiple components required to operate online casino and sportsbook businesses.
Integrated Solutions
The platform covers areas including:
- Casino.
- Sportsbook.
- Payments.
- CRM.
- KYC.
- Risk.
- Customer support.
- Operational management.
Scalable Architecture
Soft2Bet positions its platform as adaptable to operators of different sizes.
Its architecture is designed to support both growth and entry into additional jurisdictions.
MEGA
Another major part of the B2B strategy is Soft2Bet’s Motivational Engineering Gaming Application, MEGA.
The proprietary technology introduces gamification mechanics into the customer experience.
Engagement and Retention
MEGA is designed to support metrics including:
- Engagement.
- Retention.
- Interaction frequency.
- Player lifetime value.
It has become one of the company’s main technology differentiators.
B2B Expansion
Soft2Bet has continued expanding its business-development organisation throughout 2026.
The latest appointments form part of a wider growth programme led by Andrew Cochrane.
New Markets
The company aims to increase adoption of its technology across regulated European and international markets.
Its strategy combines licensing, technology and localisation.
Regulated Jurisdictions
Soft2Bet supplies technology and operates across markets with different regulatory requirements.
Compliance and local adaptation therefore form important parts of its platform strategy.
More Than 20 Licences
The company says it currently holds more than 20 licences across various jurisdictions.
Its regulatory footprint increases the number of markets accessible to Soft2Bet and its partners.
International Footprint
Soft2Bet maintains teams and operations across several major iGaming hubs.
Cyprus and Malta are among its principal corporate locations.
Organisational Growth
The company has significantly expanded its structure in recent years.
Growth has covered teams including:
- Product.
- Technology.
- Commercial.
- Marketing.
- Compliance.
- Operations.
Global Strategy
The senior hires are intended to support the next stage of that development.
Soft2Bet wants to increase both new-business generation and international visibility for its B2B proposition.
Statements
James Hancock said Soft2Bet’s current B2B priorities and technology capabilities create a significant growth opportunity.
He said his focus would be on expanding the B2B brand by leveraging the technology, services and infrastructure already delivering results for existing partners.
Harry Heynes said regulated operators increasingly need technology partners capable of driving genuine commercial growth and sustainable returns.
Industry Context
Competition across the iGaming B2B market continues to intensify.
Operators are seeking platforms that combine technology, speed to market, personalisation and retention tools.
As a result, technology suppliers are strengthening commercial teams to capture opportunities in regulated jurisdictions.
Next Steps and Impact
Hancock and Heynes will join the commercial organisation led by Andrew Cochrane.
Soft2Bet expects the appointments to support increased adoption of its turnkey platform and gamification products.
The hires reinforce a strategy aimed at translating the company’s technology development into broader global B2B expansion.
Editó: @fonta
