How Soft2Bet’s expanded commercial leadership is accelerating B2B growth in 2026

Soft2Bet maintained a relentless pace of product development throughout the first half of 2026, supported by targeted executive appointments that added further depth to its commercial leadership. The expanded team is focused on growing the company’s B2B partner roster, securing larger strategic partnerships and taking Soft2Bet’s technology into more markets.

At the beginning of the year, Andrew Cochrane joined as chief commercial officer and Harrison Barrett as vice-president of business development. Cochrane leads the company’s global growth strategy, while Barrett develops the partner proposition across platform sales, migrations and MEGA, Soft2Bet’s gamification solution.

Ryan Collinge’s subsequent appointment as executive vice-president of group business development and strategic partnerships further strengthens Soft2Bet’s ability to build relationships with tier-one operators and entertainment brands.

The appointments coincided with a period of significant industry recognition, with Soft2Bet securing seven awards across platform technology, mobile, casino software, acquisition and retention in the first half of 2026. That breadth of recognition gives Cochrane and the wider commercial team added credibility as they pursue the company’s B2B growth strategy.

Leadership behind an award-winning platform

As chief commercial officer, Cochrane oversees Soft2Bet’s global commercial execution, strategic partnerships and growth. Before joining Soft2Bet, he held senior roles at GiG, DraftKings and SBTech. At GiG, he helped accelerate business development, expand the company’s regulated-market footprint and support its return to revenue growth. That experience now informs Soft2Bet’s pursuit of new commercial opportunities and long-term partnerships across global markets.

Soft2Bet has received extensive industry recognition, securing multiple major awards for its innovative casino software, exceptional platform provision and leadership in player acquisition and retention. This includes success at the EGR Europe Awards, which recognised the company as European casino platform supplier and European acquisition and retention partner, followed by further wins at the EGR B2B Awards for innovation in both mobile and casino software.

For prospective partners, the relevance is practical. The recognition covers the technology used to launch and operate a brand, alongside the mobile, casino, acquisition and retention capabilities needed to support growth after go-live.

Cochrane believes the range of work recognised is what makes the awards particularly significant. “Being recognised as an innovator in casino software reflects the quality of our technology and our ability to apply it at scale,” he said. “The wider set of awards also shows the depth of the proposition. Our focus is to build on that foundation through successful launches, long-term partnerships and a higher standard of delivery for operators.”

That ambition is supported by a single operating setup that brings together casino, sportsbook, CRM, CMS, KYC, payments, risk, promotions and player engagement. Keeping these functions within one platform gives partners greater operational control and reduces the need to manage multiple suppliers.

The commercial test is how that scale is applied to each operator’s market, brand and priorities. Successful launches and lasting partnerships will show how effectively the technology has been put to work.

Turning innovation into operator returns

Barrett approaches the same technology from the operator’s side, bridging the gap between partner expectations and product development so that innovation leads to clear commercial results.

Soft2Bet’s role depends on the partner. A land-based casino may need the technology and operational support to enter the online casino market, while an established online operator may be looking to migrate to a premium turnkey platform, launch in a new jurisdiction or add MEGA without replacing its existing stack. MEGA can also support social gaming projects, where repeat activity and retention are central to the product.

MEGA, the Motivational Engineering Gaming Application, provides configurable gamification engines built around missions, challenges, rewards, segmentation and player progression.

Barrett ties the discussion to measurable outcomes. “The objective could be faster market entry, lower technical complexity, stronger retention or higher player value. The platform and MEGA have to produce a measurable result against that objective, whether we are looking at NGR, conversion, session time or operational efficiency,” he noted.

Soft2Bet takes a consultative approach to each opportunity, starting with the partner’s requirements and the problem it needs to solve. The recommended setup may be a complete turnkey platform, a migration project or a standalone MEGA integration, with success measured against the commercial goals agreed before launch.

Keeping the player at the centre

Collinge brings more than 20 years of commercial, product and operational experience to Soft2Bet. Before joining GiG, he spent seven years with Blueprint Gaming and the Gauselmann Group (now Merkur Group) where he served as corporate group director and helped deliver major contracts across retail and online gaming. Earlier roles at Inspired Entertainment included gaming product and entertainment management. His background adds direct casino content and product experience to Soft2Bet’s work with major operators and entertainment brands.

Large operators and media brands may arrive with substantial player databases and strong recognition. Sustained activity still depends on relevant content, clear journeys and rewards that reflect how people use the product.

Collinge measures every partnership against the player experience. “The player is the final judge of every partnership,” he said. “Awards strengthen our position and operator results demonstrate commercial value, but the experience has to work every day. Players need to find the content they want quickly, understand the journey and feel that progress and rewards are worth returning for.”

Player response will guide the partnerships Soft2Bet pursues during the rest of 2026. Tier-one operators, media businesses and entertainment brands bring different audiences, product expectations and routes to market, requiring technology that can be configured accordingly.

Collinge sees the strongest opportunities in partners that understand their audience and are prepared to use personalisation, meaningful progression and player behaviour to shape a better player experience. The result should be a more relevant casino or sportsbook for the operator and stronger reasons for players to return.

Extending Soft2Bet’s market reach

Cochrane’s wider strategy now has greater depth behind it. Barrett keeps product development tied to operator returns, while Collinge brings tier-one partnership experience closer to the people who use the product.

With award-winning technology and proven MEGA performance in place, Soft2Bet enters the second half of 2026 equipped to pursue larger partnerships and deliver successful launches across new markets. Each successful launch will strengthen a record built on product quality and measurable operator and player results.

About Soft2Bet

Soft2Bet is a leading igaming turnkey solutions provider that delivers high-quality products and services for online gambling operators. The company is known for its Motivational Engineering Gaming Application (MEGA), proven to enhance retention and engagement. Soft2Bet has deployed numerous successful igaming brands and holds 23 licences.