Soft2Bet Expands Commercial Leadership to Drive B2B Growth in 2026

Soft2Bet accelerated its B2B growth trajectory in 2026 by expanding its commercial leadership team, securing key executive appointments, and receiving broad industry recognition. The company's focused approach is set to increase its B2B partner base, facilitate larger strategic collaborations, and deploy its technology into new markets.

Executive Appointments Bolster Global Strategy

Early in 2026, Soft2Bet appointed Andrew Cochrane as chief commercial officer and Harrison Barrett as vice-president of business development. Cochrane is responsible for Soft2Bet’s global growth agenda, overseeing commercial execution and strategic partnerships. Prior to joining Soft2Bet, he held executive positions at GiG, DraftKings, and SBTech. At GiG, Cochrane was instrumental in driving business development and extending the company's presence in regulated markets, guiding it back to revenue growth. Barrett leads partner proposition development, addressing platform sales, migrations, and the MEGA (Motivational Engineering Gaming Application) solution, which supports partner engagement through configurable gamification.

In a further move, Ryan Collinge joined as executive vice-president of group business development and strategic partnerships. Collinge brings over 20 years of experience, having served previously at GiG, Blueprint Gaming, the Gauselmann Group (now Merkur Group), and Inspired Entertainment, with direct involvement in content, product, and major contract delivery across retail and online gaming. His expertise strengthens Soft2Bet’s ties with Tier-1 operators and entertainment brands, a targeted growth segment for the company.

Industry Recognition Builds Platform Credibility

In the first half of 2026, Soft2Bet received seven industry awards spanning platform technology, mobile innovation, casino software, acquisition, and retention. These included high-profile wins at the EGR Europe Awards (European casino platform supplier and European acquisition and retention partner) and further accolades at the EGR B2B Awards for innovation in mobile and casino technology. These awards validate both the company’s product quality and its delivery capabilities.

“Being recognised as an innovator in casino software reflects the quality of our technology and our ability to apply it at scale,” said Andrew Cochrane, chief commercial officer at Soft2Bet.

The scope of recognition demonstrates the commercial team’s credibility as they develop Soft2Bet's B2B partner portfolio. Cochrane highlighted that winning across multiple categories confirms the depth of the company’s proposition, helping to attract partners seeking both platform reliability and long-term operator support. The company operates a unified technology stack, covering casino, sportsbook, CRM, CMS, KYC, payments, risk management, promotions, and player engagement. This integration offers partners enhanced operational control and reduces the need for multiple suppliers—an increasingly important factor in the B2B supply landscape.

Operator-Focused Product Delivery and MEGA Innovation

Barrett’s remit ensures that product development remains tightly aligned with operator ROI. The MEGA solution enables partners to launch missions, challenges, reward systems, and player progression tools, using segmentation to personalise engagement. Depending on the partner, Soft2Bet provides:

• Migration of established brands to Soft2Bet’s turnkey platform
• Online enablement for land-based casinos
• Standalone MEGA integration for retention or social gaming projects
• Support for new market launches

Barrett directly ties solutions to operators’ goals, whether improving net gaming revenue (NGR), conversion, session times, or operational efficiency. Each engagement begins with the partner’s requirements, with deliverables benchmarked against pre-defined commercial outcomes. The result is a consultative approach structured to deliver measurable value to both parties.

Leadership’s Focus on Player Experience and End-User Value

Collinge evaluates each partnership by player experience, viewing sustained engagement and retention as a litmus test for commercial and operational success. Large operators may bring extensive databases and brand equity, but growth ultimately depends on end-user satisfaction—delivering the right content, intuitive journeys, and compelling rewards. Collinge notes:

“The player is the final judge of every partnership. Awards strengthen our position and operator results demonstrate commercial value, but the experience has to work every day,” said Collinge.

For 2026, Soft2Bet’s commercial strategy emphasises configurable technology and personalisation, aligned to each partner’s audience and business model. The ability to adapt MEGA and the core platform to varying market needs supports differentiated casino and sportsbook offerings, driving player retention and repeat activity.

Extending B2B Market Reach for 2026

The expanded leadership structure enhances Soft2Bet’s capacity to deliver successful launches and support sustained partner growth in strategic jurisdictions. Cochrane leads group strategy; Barrett aligns innovation with operator goals; Collinge ensures partnerships deliver at the player level. Supported by a record of award-winning deployments, Soft2Bet enters the latter half of 2026 equipped to pursue larger-scale partnerships and build on its reputation for platform quality, measurable outcomes, and operator results.

Soft2Bet Company Overview

Soft2Bet is a provider of iGaming turnkey solutions, offering a comprehensive product and service portfolio for online gambling operators. Its proprietary MEGA gamification engine supports advanced retention and engagement, and the company holds 23 licences, enabling launches in numerous regulated markets.