Soft2Bet adds James Hancock and Harry Heynes to its B2B leadership team

Soft2Bet has expanded its commercial leadership structure with the appointment of James Hancock to a senior B2B marketing leadership role and Harry Heynes as business development director. The appointments add further commercial and strategic experience to the company as it continues to develop its B2B offering and pursue opportunities across regulated iGaming markets.

The latest leadership changes form part of Soft2Bet’s broader commercial strategy. The company is seeking to increase the reach of its technology and strengthen relationships with potential partners in regulated jurisdictions. The appointments also add additional senior expertise around marketing, business development and platform-led growth.

Soft2Bet expands its B2B leadership

The changes come as Soft2Bet continues to place greater emphasis on its B2B operations. Its strategy involves promoting its iGaming platform and related technology to operators seeking scalable solutions for casino and sportsbook businesses.

Soft2Bet has developed a platform-based proposition that combines casino and sportsbook technology with services intended to support market entry and operational development. Its MEGA gamification solution is another important element of that proposition, with the company positioning the technology as a way for operators to build more engaging and personalised player experiences.

The strengthened leadership structure is intended to support these commercial objectives. By adding experienced executives across marketing and business development the company can place greater attention on brand positioning, partner development and expansion into additional regulated markets.

James Hancock takes on B2B marketing responsibilities

James Hancock joins the Soft2Bet leadership structure with significant experience in iGaming marketing and communications. His professional background includes work with The Stars Group and GiG alongside wider experience within the betting and gaming technology sector.

At Soft2Bet, Hancock will focus on strengthening the company’s B2B marketing strategy and communicating its technology proposition to a broader international audience. His responsibilities are expected to include brand positioning, global marketing activity and the presentation of Soft2Bet’s platform capabilities to prospective commercial partners.

The role places marketing closely alongside the company’s commercial development function. This structure can help align external messaging with the needs of operators evaluating technology suppliers and considering entry into new jurisdictions.

Hancock said: “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.”

His comments underline the commercial nature of the appointment while also highlighting Soft2Bet’s intention to build on its existing technology infrastructure and partner relationships.

Harry Heynes strengthens business development

Harry Heynes has been appointed business development director with responsibility for supporting Soft2Bet’s commercial expansion and developing new partnerships.

Heynes brings more than a decade of experience across iGaming, sports betting and payments. His professional background includes senior commercial positions associated with SBTech, SIS and Inspired Entertainment, giving him experience across technology, content and commercial partnership development.

His role at Soft2Bet will centre on identifying opportunities in regulated markets and developing relationships with prospective partners. That work can involve complex commercial discussions in which operators assess platform capabilities, market requirements, integration needs and the long-term structure of potential partnerships.

Heynes said: “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 statement reflects a commercial focus on measurable business outcomes while avoiding any suggestion that results are guaranteed. In practice, the performance of an iGaming platform depends on multiple factors including market conditions, implementation, regulatory obligations and the individual operating model of each partner.

Commercial strategy remains central to Soft2Bet

The appointments also build on the commercial leadership structure under chief commercial officer Andrew Cochrane. Cochrane joined Soft2Bet with extensive experience in international gaming and sports betting and has been tasked with supporting the company’s wider growth strategy.

The addition of Hancock and Heynes gives the commercial organisation greater depth across two related functions. Marketing can support how the company communicates its technology and value proposition while business development can focus on partnership discussions and market opportunities.

This distinction is increasingly relevant in the B2B iGaming sector. Technology providers operate within an environment where prospective customers often require a combination of platform functionality, regulatory support, local market knowledge and reliable commercial relationships.

For suppliers operating across multiple jurisdictions, maintaining a clear connection between commercial strategy and regulatory considerations is particularly important. Businesses targeting regulated markets must consider licensing requirements, technical standards and local operating conditions. Regulatory frameworks published by bodies such as the Gambling Commission and the Malta Gaming Authority illustrate the importance of compliance when technology is deployed in licensed environments.

Experience across established gaming businesses

The professional histories associated with the two appointments provide Soft2Bet with experience from several established companies.

Hancock’s background includes GiG and The Stars Group, while Heynes has worked across businesses including SBTech, SIS and Inspired Entertainment. These previous positions have exposed both executives to different aspects of the wider betting and gaming ecosystem.

Such experience can be relevant when developing B2B partnerships because platform suppliers and operators must often coordinate across multiple commercial and technical functions. Business development can involve discussions around integrations, market entry, product capabilities and ongoing support while marketing plays a role in communicating those propositions clearly.

Soft2Bet’s decision to strengthen both areas indicates that its current strategy is not limited to technology development. The company is also placing emphasis on how that technology is positioned and introduced to potential customers.

A broader push into regulated markets

Soft2Bet has highlighted international expansion as an important part of its B2B direction. The company is seeking to extend the reach of its technology across jurisdictions where operators require solutions that can adapt to different regulatory and commercial environments.

For technology providers, expansion into regulated markets can require more than a standard platform deployment. Operators may have distinct requirements relating to compliance, payments, responsible gaming, localisation, reporting and integration with existing systems.

Soft2Bet’s strengthened leadership team is therefore being positioned to support both the commercial and strategic aspects of this process. Hancock’s marketing remit and Heynes’ business development responsibilities complement the broader work of the company’s commercial organisation.

Conclusion

Soft2Bet’s latest leadership appointments represent another step in the company’s ongoing effort to expand its B2B presence and deepen its commercial capabilities. The addition of James Hancock in B2B marketing and Harry Heynes in business development brings experience from several established areas of the iGaming, sports betting and technology sectors.

The appointments also place greater emphasis on the connection between marketing, technology and partnership development. As Soft2Bet continues to promote its iGaming platform and gamification solutions in regulated markets, a coordinated commercial structure can support clearer communication with prospective operators and partners.

Under Andrew Cochrane’s commercial leadership, the expanded team will have a role in advancing the company’s stated growth strategy. The focus now moves toward developing market relationships, presenting Soft2Bet’s technology proposition and identifying commercial opportunities that align with the requirements of operators in regulated jurisdictions.

FAQs

Who has Soft2Bet appointed to strengthen its B2B leadership?
Soft2Bet has appointed James Hancock to a senior B2B marketing leadership role and Harry Heynes as business development director.

What will James Hancock do at Soft2Bet?
Hancock will focus on B2B marketing, brand positioning and communicating Soft2Bet’s technology proposition to potential commercial partners.

What is Harry Heynes responsible for?
Heynes will support business development by pursuing new partnerships and commercial opportunities in key regulated markets.

Who is Andrew Cochrane at Soft2Bet?
Andrew Cochrane is Soft2Bet’s chief commercial officer and oversees the company’s broader commercial development and growth activities.

What experience does James Hancock bring?
Hancock has professional experience in iGaming marketing and communications, including previous work associated with GiG and The Stars Group.

What companies has Harry Heynes worked with?
Heynes has experience across iGaming, sports betting and payments with professional roles associated with SBTech, SIS and Inspired Entertainment.

What is Soft2Bet’s iGaming platform?
Soft2Bet’s iGaming platform is a technology solution designed to support casino and sportsbook operations for operators in different markets.

What is MEGA from Soft2Bet?
MEGA is Soft2Bet’s gamification solution, designed to provide configurable engagement features for casino and sportsbook environments.

Why are regulated markets important to Soft2Bet?
Regulated markets are an important part of Soft2Bet’s B2B expansion strategy because they require technology providers and operators to meet jurisdiction-specific legal and operational requirements.

What is the purpose of Soft2Bet’s new commercial appointments?
The appointments are intended to strengthen the company’s marketing and business development capabilities while supporting its wider international B2B growth strategy.