The two hires support Soft2Bet’s push to grow its B2B business and expand the global reach of its proprietary iGaming technology in regulated markets. The move builds on an expansion already underway within the business development team led by Chief Commercial Officer Andrew Cochrane, which saw many well-known industry figures join earlier in the year as part of the company’s effort to drive adoption of its turnkey platform and gamification tools.
Hancock will work alongside Cochrane to shape Soft2Bet’s market positioning, lead global brand strategy, and present the company’s platform capabilities to prospective partners. He joins with more than ten years of senior marketing experience in the industry, having previously held roles at Paddy Power, The Stars Group, and GiG.
Hancock shared:
“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.”
Additionally, Heynes will focus on expanding adoption of the Soft2Bet platform and forming new partnerships in regulated markets worldwide. He brings over 12 years of commercial leadership experience in iGaming, sports betting, and payments, having previously worked at SBTech, SIS, and Inspired. His role will center on building high-value partnerships designed for long-term and scalable returns.
Heynes commented:
“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.”
Andrew Cochrane, Chief Commercial Officer at Soft2Bet, said the additions would help boost the company’s B2B growth as it works to improve its position as a go-to platform provider for ambitious operators in regulated markets around the world.
