Soft2Bet Appoints Harry Heynes to Drive Global B2B Growth Strategy

The iGaming industry in 2026 faces an increasingly complex regulatory landscape, making technological flexibility a matter of survival. Soft2Bet has responded to this challenge by introducing Harry Heynes as its new Business Development Director. In his new role, he will oversee commercial strategies for both the B2C and B2B divisions. Heynes is a well-known figure in the scene, boasting a career that includes senior positions at industry giants such as DraftKings, SIS, and Inspired Entertainment. His move comes at a time when Soft2Bet is investing heavily in expanding true B2B partnerships to solve the most pressing challenges faced by operators.

The new executive's focus lies in simplifying expansion processes. Many established brands have a loyal customer base but often struggle with the technical hurdles of entering new regulated markets. Soft2Bet’s turnkey solutions aim to address this by integrating core functions like payment processing, CRM, player verification, and compliance tools into a single system. Heynes sees this as a decisive advantage: operators no longer need to juggle multiple individual suppliers but receive everything from a single source. This not only reduces operational complexity but also allows operators' teams to focus entirely on branding and customer loyalty.

Numbers and facts

A central aspect of the 2026 strategy is the MEGA product. This is a standalone, API-based solution for casino and sportsbook brands focusing on gamification. It offers mechanisms such as missions, challenges, and progression systems. The unique feature is the plug-and-play nature of the software. Operators stuck on legacy platforms who fear the high risks of a full migration can implement modern retention tools through MEGA without replacing their core infrastructure. Heynes emphasizes the importance of defining clear player retention goals before any integration to ensure the investment serves a measurable purpose.

"I joined now because I see a unique opportunity to take a platform that is already performing at an industry-leading level and make it the go-to standard for top-tier operators globally." - Harry Heynes, Business Development Director at Soft2Bet

Background

As of 2026, Harry Heynes' resume reads like a who's who of the gambling industry. Before joining Soft2Bet, he was Head of New Business at SIS (Sports Information Services), where he coordinated global partnerships with major players like Genius Sports, Playtech, and EveryMatrix. Previously, he served as Director of Business Development at Inspired Entertainment and led the B2B business at DraftKings. This deep experience in sports betting, data, and payments is intended to help bridge the gap between partners' commercial ambitions and Soft2Bet's internal delivery capabilities. Heynes rejects the classic hard-sell approach, instead relying on a team that understands partners' daily operational realities and involves technical and compliance experts early in the sales process.

An interesting aspect of his vision is looking beyond the traditional gambling sector. Heynes advocates learning from social media, gaming trends, and creator culture. The goal is to give players reasons to choose a brand that go beyond the latest bonus offer. Recognizable characters, compelling narratives, and optional challenges are intended to make the product more entertaining and encourage genuine user participation.

Why it matters for German players

For players in Germany, the technological quality of the background platform is often crucial for whether a provider can comply with the strict rules of the State Treaty on Gambling 2021 (GlüStV 2021). Only platforms that guarantee seamless connectivity to LUGAS (the cross-state gambling supervision system) and the OASIS exclusion file receive a license from the Joint Gambling Authority of the States (GGL). If Soft2Bet continues to automate and refine its compliance tools, it means a safer gaming environment for German users. Strict adherence to the 1,000 Euro monthly deposit limit and the 1 Euro stake limit per spin for virtual slot games must function perfectly from a technical standpoint.

What it means for GGL-licensed casinos

German operators on the GGL whitelist benefit from such developments as they can minimize the bureaucratic and technical effort required to comply with specific German regulations. While providers with licenses from Malta (MGA) or Curacao often use less restrictive systems, German providers must prove they take player protection seriously. Innovative gamification approaches like MEGA could offer an opportunity to create an attractive and legal experience despite tough regulatory restrictions in Germany, clearly differentiating it from black market offerings. Harry Heynes will play a key role in keeping these solutions market-ready for regulated zones like Germany.