New Business Development Director and Vice President of B2B Marketing for Soft2Bet

James Hancock has been named Vice President of B2B Marketing and Harry Heynes as Business Development Director

by Nicole Zammit

22 September 2026

Malta-based iGaming solutions provider Soft2Bet has strengthened its B2B leadership team with the appointment of James Hancock as Vice President of B2B Marketing and Harry Heynes as Business Development Director.

Mr Hancock joins the company with more than a decade of experience in iGaming marketing, having previously held roles at Paddy Power, The Stars Group and GiG.

As Vice President of B2B Marketing, he will work alongside Chief Commercial Officer Andrew Cochrane, with responsibility for the company’s B2B market positioning and global brand strategy, as well as promoting its platform offering to prospective partners.

“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,” Mr Hancock said.

He added that he is looking forward to working with the company’s business development team to strengthen Soft2Bet’s B2B presence.

Meanwhile, Mr Heynes brings more than 12 years of commercial experience spanning iGaming, sports betting and payments, including previous senior positions at SBTech, SIS and Inspired.

In his new role as Business Development Director, he will focus on increasing adoption of the Soft2Bet iGaming Platform and establishing new partnerships across regulated markets.

“In today’s regulated landscape, operators need technology partners that can genuinely move the needle on commercial growth,” Mr Heynes said.

He added that he intends to focus on developing partnerships aimed at generating sustainable returns for operators expanding internationally.

The two appointments come as Soft2Bet continues to build out its commercial leadership and business development operations under Mr Cochrane.

Headquartered in Malta, Soft2Bet provides turnkey technology and services to online gambling operators. Its offering includes its proprietary Motivational Engineering Gaming Application (MEGA), a gamification product designed to support player engagement and retention.

The company operates across a number of regulated jurisdictions and currently holds 23 licences.

Written by

Nicole Zammit

When she’s not writing articles at work or poetry at home, you’ll find her taking long walks in the countryside, pumping iron at the gym, caring for her farm animals, or spending quality time with family and friends. In short, she’s always on the go, drawing inspiration from the little things around her, and constantly striving to make the ordinary extraordinary.