The appointments add marketing, commercial and platform experience as Soft2Bet targets further growth across regulated iGaming markets
Soft2Bet has strengthened its commercial leadership team with the appointments of James Hancock as Vice President of B2B Marketing and Harry Heynes as Business Development Director.
The additions support the turnkey platform provider’s strategy to accelerate its B2B expansion and extend the reach of its proprietary iGaming technology across regulated markets worldwide.
Both executives will work within the commercial organisation led by Chief Commercial Officer Andrew Cochrane. Soft2Bet has expanded its business development team during 2026 as it seeks to increase adoption of its turnkey iGaming platform and gamification products.
Hancock to lead global B2B marketing
As Vice President of B2B Marketing, Hancock will work closely with Cochrane to develop Soft2Bet’s global brand strategy, strengthen its market positioning and present its platform architecture to prospective partners.
He brings more than a decade of industry marketing experience, including previous positions with Paddy Power, The Stars Group and GiG.
James Hancock, Vice President of B2B Marketing at Soft2Bet
“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 working alongside Andrew again and collaborating with the wider business development team to elevate our B2B brand presence. Soft2Bet has impressive technology, services and infrastructure that are already delivering strong results for its partners.”
Heynes targets partnerships in regulated markets
Heynes will focus on increasing adoption of the Soft2Bet iGaming Platform and establishing new partnerships in key regulated jurisdictions.
He has more than 12 years of commercial leadership experience across iGaming, sports betting and payments, including senior roles at SBTech, SIS and Inspired.
His responsibilities will include developing high-value commercial agreements designed to produce scalable growth and long-term returns for operator partners.
Harry Heynes, Business Development Director at Soft2Bet
“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 returns for operators expanding globally.”
The appointments add further marketing and business development expertise to Soft2Bet’s B2B operation as the company seeks to strengthen its position among operators entering or expanding within regulated markets.
