Soft2Bet Strengthens Its Commercial Team and Accelerates B2B Growth in 2026

Soft2Bet has significantly strengthened its commercial leadership during the first half of 2026, advancing its B2B growth through executive hires and sector recognition. Andrew Cochrane has taken the role of Chief Commercial Officer, and Harrison Barrett has become the Vice President of Business Development, guiding a strategy focused on attracting new partners, closing key alliances, and bringing Soft2Bet's technology to more regulated markets.

Key Appointments for Soft2Bet's B2B Expansion

The beginning of 2026 was marked by the arrival of Andrew Cochrane as Chief Commercial Officer (CCO) and Harrison Barrett as Vice President of Business Development. Cochrane is responsible for Soft2Bet's global growth strategy, while Barrett heads the partner offering related to platform sales, migrations, and the MEGA gamification solution. The subsequent integration of Ryan Collinge as Executive Vice President of Group Business Development and Strategic Alliances reinforces Soft2Bet's capability to solidify relationships with top-tier operators and entertainment brands both in Europe and internationally.

This set of appointments comes alongside a remarkable period of recognition. In the first six months of 2026, Soft2Bet received seven awards covering platform technology, software for casinos and mobile, as well as player acquisition and retention. This industry endorsement strengthens the position of Cochrane and the commercial team for the B2B growth strategy.

Commercial Leadership on an Award-Winning Platform

Cochrane's role encompasses international commercial execution, strategic alliances, and business momentum in regulated markets. Coming from GiG, DraftKings, and SBTech, his previous experience allowed him to expand GiG's presence and support its revenue recovery. Now, he applies this knowledge to identify business opportunities and sustainable partnerships for Soft2Bet in various global markets.

Soft2Bet has received multiple accolades, including recognition from the EGR Europe Awards as European Casino Platform Provider and Acquisition and Retention Partner. At the EGR B2B Awards, it won awards for innovation in mobile and casino software. These awards reflect the quality of the technology used by brands to operate and expand, as well as the acquisition and retention capabilities fundamental for post-launch growth.

"Being recognized as innovators in casino software reflects the quality of our technology and our ability to apply it at scale," said Cochrane.

The ecosystem integrates casino, sports betting, CRM, CMS, KYC, payments, risk management, promotions, and engagement, offering partners greater control and simplifying vendor management. Each successful launch and prolonged alliance demonstrates how technology adapts to the priorities, brand, and market of each operator.

Innovation and Return for the Operator: The Role of MEGA

From the operator's perspective, Barrett acts as a bridge between partner expectations and product development, ensuring that innovation translates into tangible business results. Soft2Bet's offering is flexible: from helping brick-and-mortar casinos enter the online channel to facilitating migrations of digital operators to premium platforms or integrating MEGA — their gamification application — into social gaming projects.

MEGA (Motivational Engineering Gaming Application) offers configurable gamification engines based on missions, challenges, rewards, segmentation, and player progression. For Barrett, success is measured in concrete goals: launch time, reduction of technical complexity, improved retention, or increased player value. Key metrics include NGR, conversion rates, session time, and operational efficiency.

Soft2Bet develops consultative proposals from the partner's needs, offering everything from turnkey platforms to independent MEGA integrations, always linked to commercially agreed goals before launch.

Player Experience at the Center of Strategic Alliances

Ryan Collinge brings over 20 years of experience in product and business, including relevant roles at Blueprint Gaming, Gauselmann Group (now Merkur Group), and Inspired Entertainment. His knowledge brings specific value in casino content and product experience for Soft2Bet in agreements with major operators and entertainment brands.

Large operators and media firms provide extensive databases and recognized fame in the online channel, although sustained success depends on offering relevant content, understandable journeys, and rewards aligned with actual product use. Collinge prioritizes user experience when evaluating each partnership:

"The player is the final judge of any collaboration. Awards reinforce our position and results with operators prove commercial value, but the experience must work every day." — Ryan Collinge

Moving forward, player response will be crucial for Soft2Bet's next alliances. Tier-one operators, media, and entertainment brands require solutions tailored to their audiences and expectations, where personalization and real progression influence player loyalty and relevance of the casino or sportsbook.

Extending Soft2Bet's Presence in New Regulated Markets

The synergy between Cochrane's strategy, Barrett's focus on returns, and Collinge's user-oriented vision positions Soft2Bet to tackle the second half of 2026 by solidifying its presence and expanding its network of strategic alliances.

Each new launch consolidates Soft2Bet's reputation for product quality and measurable results both for operators and players.

Soft2Bet: Profile and Licenses

Soft2Bet stands out as a leading provider of turnkey solutions for the iGaming sector, known for its high-quality products and services aimed at online gaming operators. Its MEGA application is designed to maximize retention and engagement. To date, Soft2Bet has launched numerous successful brands and holds 23 international licenses.