Soft2Bet names James Hancock vice-president of B2B marketing

Soft2Bet has appointed James Hancock as vice-president of B2B marketing, the company announced. Hancock has more than 10 years of experience in igaming, sports betting and payments, according to an interview he gave to Focus Gaming News.

In the interview, Hancock said B2B partnerships should be assessed after the contract is signed, when the platform is running with real traffic. He said operators should judge technology partners on comparable launches, transparent delivery and the operational costs of adoption, and that successful, comparable launches are decisive in closing deals.

Hancock said Soft2Bet's MEGA engine lets operators add advanced gamification through a separate API without replacing their central platform. He said providers often underestimate hidden costs such as configuration, integration with CRM systems, staff training and day-to-day management, and that a new product affects several departments at the operator.

Hancock said he would work closely with Andrew Cochrane and the commercial team, and that his aim is to make the company's message about the agility of its platform and its gamification architecture fully transparent. He said Soft2Bet is a technology provider built by operators for operators and owns and controls its underlying technology infrastructure rather than relying on third-party licences.

Asked how the B2B relationship would change if providers became more accountable for commercial performance, Hancock said the relationship should continue after integration, with the provider reviewing performance with the operator and making changes when the data indicates they are needed. He said success should be agreed in advance, with a clear baseline, relevant user groups and a full view of costs, and that each review should show both parties which factors are driving the figures.

Hancock said success within a year would mean returning clients, with partners expanding into a new market or integrating another Soft2Bet product. He said he wants more operators not only to launch with the company but to grow alongside it, and that he wants partners to see him as straightforward, reliable and proactive.