Soft2Bet expands senior B2B team with executive appointments. With myFocus you can edit your personalised news feed, follow topics and more. Soft2Bet has strengthened its B2B leadership team with the appointment of James Hancock as Vice President of B2B Marketing and Harry Heynes as Business Development Director. Press release.- Soft2Bet 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 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.

Q&A: Harry Heynes joins Soft2Bet as Business Development Director. Published on: September 22, 2026 | Last updated: September 22, 2026, 10:00 AM Soft2Bet has unveiled Harry Heynes as its new Business Development Director, who will work on growing the commercial capabilities of the B2C and B2B company. As he joins the company, Heynes speaks to SBC News about why he joined the company, what challenges he wants to help operators solve and his ambitions in his new role. What drew you to Soft2Bet at this stage of its B2B growth? The timing was perfect because Soft2Bet is investing so much on building what a true B2B partnership should look like, complementing a very powerful proprietary suite of solutions that directly answers the biggest challenges operators face today. Having been a part of B2B commercial teams in iGaming for years, I immediately recognised the immense value in what Soft2Bet has created. I joined now because I see a unique opportunity to take a platform that is already performing at an industry-leading level and make it the go-to standard for top-tier operators globally. Where do you see an overlooked opportunity for Soft2Bet's turnkey solutions? A business may have a strong brand and loyal customers, yet struggle to enter another market or improve its player experience with its current setup, and Soft2Bet's turnkey offering can support that expansion. For me, the opportunity is to help those operators build on what already works, with technology adapted to their brand and the markets they want to serve. Platform migration is notoriously painful, and operators are naturally risk-averse. When you are asking a business to essentially replace its core engine rather than just plugging in a new service, how do you handle that skepticism in the initial conversations? It becomes a much deeper operational discussion. SBC News is not just a vendor; SBC News is handling the engine of their business. That requires a realistic look at their commercial targets and the resources they actually have in-house. Before SBC News even talk about going live, SBC News has to map out the exact implementation process, ongoing costs, and who handles what on a day-to-day basis. How does your turnkey approach reduce the complexity of entering new regulated markets? Its platform seamlessly integrates the core gaming experience with payments, customer relationship management, player verification, and compliance tools. Connecting these functions reduces the work of coordinating separate systems and suppliers. Operators have one technology partner for delivery and support, freeing their teams to focus on the brand and its customers. Each launch still needs a market-specific implementation plan, and SBC News make sure all teams are involved before commercial terms are agreed, so the operator knows exactly what is included and what its own team needs to provide. You mentioned bringing in product and compliance experts early in the process. When you are leading a business development team for such a complex B2B offering, what specific mindset or skill set are you trying to build within your team? When you are pitching core infrastructure, a hard sell simply doesn't work, so SBC News need people who deeply understand the daily operational realities of its partners. Its focus is on building a commercial team that listens carefully to an operator's challenges and knows exactly when to bring its technical or compliance specialists into the room. A strong BD team doesn't operate in a silo; they act as the bridge between the partner's commercial ambitions and its internal delivery capabilities. That covers operators who are ready for a full turnkey migration. But what about established brands that are locked into legacy platforms and can't afford a full overhaul right now? Is your 2026 focus on gamification aimed at solving that specific problem? The aim is to give partners more ways to develop the player experience without replacing their core platform. MEGA is a standalone, API-based product for casino and sportsbook brands, offering gamification engines built around missions, challenges, and progression. Operators can configure rewards, bonus triggers, player segments, and difficulty levels. I want each partner to start with a specific retention goal, then choose the engines and settings that suit its audience. Agreeing on how success will be measured before integration gives that investment a clear purpose. I would focus on giving people something they want to participate in. A distinctive narrative, recognisable characters, or optional challenges that develop over time can help, as long as they reflect the audience's interests. Any creator partnership should be judged on that same fit with the brand and its players. Attention is limited, so every addition should earn its place by making the product more enjoyable. The aim is to give players a reason to choose the brand beyond the latest promotion.

The technological transformation of iGaming: Soft2Bet's cloud solutions and scalability. This guide outlines how cloud solutions and scalability can completely transform a digital business. The company used as an example has developed alongside the rapid evolution of the global iGaming industry over the past decade. Soft2Bet today operates in a sector increasingly focused on sustainable growth supported by advanced technology and long-term operational efficiency. To meet these demands, Soft2Bet continues to develop scalable infrastructure capable of supporting multiple jurisdictions. As a result, Soft2Bet's technology platform plays an important role in supporting the company's continued growth and long-term development. Cloud solutions and scalability for growth. Soft2Bet has pursued a strategy centered on innovation and scalability. This approach reflects broader changes within the iGaming industry, where operators increasingly seek flexible technology capable of supporting localization, standard requirements and long-term sustainability. Key criteria for the resilience of digital systems during intensive data exchange. Processing millions of consecutive requests in real time places exceptional demands on software architecture. The platform must maintain high processing speeds, preserve data integrity, and ensure instantaneous execution of operations. Soft2Bet designs its systems to handle high-density data flows. The key criteria that Soft2Bet's technological infrastructure meets when working with large volumes of data are: * Minimal latency: Soft2Bet's solutions ensure an instant system response when placing bets or launching gaming sessions. * High throughput: Soft2Bet's infrastructure is capable of simultaneously processing thousands of parallel requests without any loss of performance. * Data integrity and security: Soft2Bet's servers guarantee resilience against failures and reliable data storage during peak loads. The benefits of switching to server-based cloud technologies for flexible business growth. The use of cloud computing has become the foundation for creating flexible and adaptive digital products. Soft2Bet's cloud architecture allows for instant scaling of computing power based on current business needs. Thanks to its cloud-based approach, Soft2Bet ensures a high level of service availability for partners in various regions around the world. Soft2Bet's cloud technologies enable the isolation of individual platform components, which significantly enhances the system's overall resilience. This approach ensures that business expansion will not require a complete overhaul of the underlying technological infrastructure. Using AWS in technology infrastructure. To ensure maximum performance and reliability, Soft2Bet actively leverages the resources of the leading cloud provider - Amazon Web Services (AWS). The integration of cloud solutions enables Soft2Bet to build a distributed server network with a high level of resilience. This allows for the efficient distribution of load across data centers in real time. A modular approach to development: secure software modernization and scaling. One of the key advantages of the Soft2Bet platform is its modular design. Instead of a monolithic structure, Soft2Bet develops the system as a set of independent yet interconnected components. This allows for the integration of new game providers, analytics modules, or additional features via API. Soft2Bet's modular approach provides operators with a high degree of flexibility when customizing products to meet specific needs. Companies can easily adapt interfaces and change configurations. As a result, Soft2Bet makes the software modernization process fast and secure. Rapid deployment of updates and new products. The fast-paced digital market requires operators to be able to quickly implement innovations and release updates. Soft2Bet's infrastructure supports modern software development and automated deployment methodologies (CI/CD). This allows Soft2Bet to make changes to the code and release new features without taking the entire system offline. Operators using Soft2Bet's software can regularly update their product, add relevant content, and improve functionality. The fast time-to-market provided by Soft2Bet enables partners to stay ahead of the competition and respond quickly to audience demands. Scaling infrastructure when entering new markets. Expanding geographic reach and entering new jurisdictions always comes with increased technical requirements. The Soft2Bet platform is designed with the need for rapid localization and adaptation to local standards in mind. As your business expands, Soft2Bet solutions provide: * Scalability of data processing volumes: Soft2Bet solutions adapt to high data volumes without sacrificing performance. * Configuration flexibility: Soft2Bet's technological systems allow for the integration of local language versions and jurisdiction-specific rules. Thus, Soft2Bet makes the process of entering new markets predictable and technologically secure. Final words: technological scalability as the foundation for long-term growth. A system's scalability serves as a primary factor ensuring that a technology product remains relevant for many years to come. The strategy of Soft2Bet is to ensure that the technological infrastructure is constantly developed with a forward-looking approach. Soft2Bet focuses on building systems that meet current market needs and have ample capacity for future growth. Soft2Bet's high-tech approach transforms complex server architecture into a simple and reliable tool for conducting business. Thanks to a combination of cloud solutions, a modular structure, and resilience to peak loads Soft2Bet continues to strengthen its position among the world's leading providers of iGaming technologies, ensuring stable growth for its partners.