Soft2Bet strengthens B2B management with industry veterans

The global gaming market continues to evolve rapidly, and Soft2Bet is positioning itself at the forefront of this development with strategic senior appointments. The company, a leading provider of turnkey iGaming solutions, has secured James Hancock and Harry Heynes for key B2B leadership roles. This decision brings a total of more than 22 years of high-level experience to the management team, providing a significant competitive advantage in an era of complex regulatory requirements. James Hancock takes on the role of Vice President of B2B Marketing, while Harry Heynes serves as Business Development Director.

This recruitment drive is not an isolated event but part of a broader growth strategy. Earlier in July 2026, the company appointed Ryan Collinge as Executive Vice President to strengthen relationships with top-tier operators and entertainment brands. The new appointments in September 2026 make it clear that Soft2Bet intends to push its technological infrastructure, particularly its Motivational Engineering Gaming Application (MEGA), more aggressively into regulated markets. The combination of technical innovation and commercial expertise is intended to ensure that partners achieve sustainable ROI.

Numbers and facts

James Hancock has over a decade of industry knowledge from working at giants like Paddy Power, The Stars Group, and GiG. He is now working closely with Chief Commercial Officer Andrew Cochrane to refine global brand strategy and scalable platform architecture. Hancock emphasized the importance of this timing:

"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." - James Hancock, Vice President of B2B Marketing at Soft2Bet

Harry Heynes, on the other hand, brings more than 12 years of experience from companies like SBTech, SIS, and Inspired. His focus is on driving the adoption of the Soft2Bet platform and developing new partnerships in key regulated markets, focusing on high-value collaborations. He stated:

"In today’s regulated landscape, operators need technology partners that can genuinely move the needle on commercial growth." - Harry Heynes, Business Development Director at Soft2Bet

Together, both new hires contribute 22 years of expertise directly into the B2B division. Soft2Bet currently holds 24 licenses worldwide and has deployed numerous successful brands.

Background

Over the years, Soft2Bet has evolved from a pure platform provider into an expert in gamification and player retention. The proprietary MEGA technology is one of the company's flagship features, proven to enhance customer loyalty. In an industry where customer acquisition costs are steadily rising, such retention tools are becoming increasingly vital. Hiring experts who have worked with platforms serving millions of users, such as The Stars Group, demonstrates Soft2Bet's ambition to compete at the highest level. The expansion of the business development team under Andrew Cochrane aims to establish the award-winning turnkey iGaming platform globally.

Why it matters for German players

For German players, such business developments in the background are more relevant than they might appear at first glance. When providers like Soft2Bet invest in senior staff specialized in regulated markets, it often leads to improved platform quality for the German market as well. In Germany, particularly strict rules have applied since the State Treaty on Gambling 2021 (GlüStV 2021). These include a monthly deposit limit of 1,000 euros via the LUGAS system and a stake limit of 1 euro per spin on virtual slots. Platform providers must implement these technical hurdles cleanly to obtain or maintain a license from the Joint Gambling Authority of the States (GGL). A strong B2B team ensures that software solutions reflect these legal frameworks in Germany accurately while providing an entertaining experience.

What it means for GGL-licensed casinos

German casinos on the GGL whitelist depend on reliable technology partners. As Soft2Bet focuses increasingly on gamification, licensed German operators could soon gain access to even more innovative tools that keep players engaged long-term despite Germany's strict advertising and bonus restrictions. Unlike providers from Malta (MGA) or Curacao, which often offer less restrictive but less secure environments for German users, GGL-licensed operators must document every step of their software. The know-how of people like Harry Heynes, who has experience with highly regulated environments, helps develop products that are both legally compliant and economically viable. The focus on B2B growth suggests that Soft2Bet plans to further expand its presence as an infrastructure service provider for legal German online gaming halls.