Soft2Bet Appoints Hancock and Heynes to Strengthen B2B Leadership Team
James Hancock joins as VP of B2B Marketing and Harry Heynes as Business Development Director, reflecting Soft2Bet’s drive to expand its global B2B offering in regulated iGaming markets.
Key Takeaways
- Soft2Bet has appointed James Hancock as VP of B2B Marketing and Harry Heynes as Business Development Director.
- These appointments support Soft2Bet’s strategy to expand its B2B operations in regulated iGaming markets.
- Hancock and Heynes bring extensive experience from leading gaming and betting firms.
- Chief Commercial Officer Andrew Cochrane underlines the moves as central to Soft2Bet’s commercial growth.
Soft2Bet has expanded its senior commercial team with the appointments of James Hancock as Vice President of B2B Marketing and Harry Heynes as Business Development Director. Both will join the firm's commercial leadership in a move designed to accelerate the company’s B2B growth strategy and extend its proprietary iGaming technologies into new regulated markets.
Soft2Bet Focuses on Global B2B Expansion
The addition of Hancock and Heynes forms part of Soft2Bet’s broader commitment to strengthen its B2B operations and brand presence internationally. The appointments follow a series of new hires to the business development team, led by Chief Commercial Officer Andrew Cochrane. The initiative aims to drive further adoption of Soft2Bet’s turnkey iGaming platform and unique gamification solutions among operators worldwide.
Recent months have seen a greater emphasis by Soft2Bet on recruiting industry executives with proven commercial and platform expertise. This approach is meant to bolster both market entry and relationship development for the company's award-winning technologies.
James Hancock: Shaping Global B2B Marketing
As Vice President of B2B Marketing, James Hancock will work closely with CCO Andrew Cochrane to develop Soft2Bet’s global brand, marketing strategy, and commercial positioning. Hancock brings over ten years of senior marketing experience, having held roles at established gaming companies including Paddy Power, The Stars Group, and GiG.
Hancock’s remit includes elevating Soft2Bet’s profile among potential B2B clients, showcasing the features of its scalable platform architecture, and strengthening ties with existing partners. Outlining his vision for the new role, 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.”
Harry Heynes: Leading B2B Business Development
In the role of Business Development Director, Harry Heynes will oversee the growth and adoption of the Soft2Bet iGaming platform in core regulated markets. Heynes brings over 12 years of commercial leadership experience, with previous senior positions at SBTech, SIS, and Inspired, spanning iGaming, sports betting, and payments sectors.
Heynes will be tasked with negotiating and structuring key partnerships that promise both scalability and sustainable long-term returns for operators. He commented on the opportunity:
“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.”
Strategic Priorities for B2B Growth in Regulated Markets
Under the leadership of Andrew Cochrane, the expansion of the business development function is central to Soft2Bet’s B2B growth model. Cochrane has previously emphasised the importance of attracting industry talent to reinforce the company’s reputation as a preferred solutions provider for brands operating in regulated jurisdictions.
Soft2Bet’s proprietary technologies and its gamification suite have received industry recognition and form the core of its appeal to operators seeking scalable and compliant solutions in diverse markets. The ongoing enrichment of its B2B team is positioned as a lever for competitive advantage in attracting and retaining strategic partners.
Outlook for Soft2Bet’s Position in Global B2B iGaming
The appointments of Hancock and Heynes highlight Soft2Bet’s strategy of reinforcing its commercial capabilities to respond to new opportunities and evolving market conditions. The company targets further adoption of its technologies by ambitious brands seeking to expand their presence in regulated markets worldwide.
According to Andrew Cochrane, these leadership additions will enable Soft2Bet to "accelerate its B2B expansion and bolster its standing as a provider of choice" for operators looking for innovative iGaming solutions.
For more updates on leadership changes in the iGaming sector, visit our b2b and news sections.
Frequently Asked Questions
Who are the new B2B leadership appointments at Soft2Bet?
James Hancock has joined as Vice President of B2B Marketing and Harry Heynes as Business Development Director. Both bring senior-level experience from leading iGaming and betting organisations.
What will James Hancock focus on in his new role at Soft2Bet?
James Hancock will work on elevating Soft2Bet’s global B2B marketing strategy, strengthening brand presence, and promoting the platform’s scalability to potential partners.
What is Harry Heynes’ main responsibility as Business Development Director?
Harry Heynes will focus on growing the Soft2Bet B2B platform by structuring high-value partnerships and expanding into regulated markets, drawing on his background with SBTech, SIS, and Inspired.
Why is Soft2Bet expanding its B2B team now?
Soft2Bet is strengthening its commercial leadership to drive B2B growth and increase adoption of its technologies by operators in regulated jurisdictions across the globe.
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About the author
Marcus Webb
Industry Deals Correspondent
Marcus Webb covers the deal flow of the gambling industry — operator strategy, M&A, market entries, and product launches from sportsbook rebrands to full platform migrations. The reports name the companies, valuations, and jurisdictions exactly as disclosed and separate the announcement from its market impact. When a group consolidates a brand or a challenger launches into a new state, Marcus Webb explains who gains, who pays, and what closes next quarter.
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