Why ambition is the catalyst of any successful growth strategy

This year, Soft2Bet has welcomed new arrivals to the management team. How would you describe the atmosphere among senior leadership?

I’d say what you are seeing is a natural evolution of the business into a dedicated provider of market leading B2B iGaming solutions, leveraging a foundation of a very powerful technology stack, and some very talented people that have been carefully building for the future, over the last 10 years. We are currently systematically assembling a senior leadership team of proven industry experts, some announced and some still to be released, with proven commercial acumen to spearhead that B2B growth.

By bringing our platform and pioneering MEGA entertainment engine into an exclusive B2B environment, we believe we are perfectly positioned to share our commercial success with equally ambitious, growth-driven operators in selective markets. It’s without question a very exciting time to be here at Soft2Bet, as the potential is massive.

You arrived as CCO in Q1, alongside two new VPs and two EVPs since. How have these appointments helped spearhead your strategy this year?

They have been instrumental in injecting an added layer of commercial rigour and global network depth into the organisation from a B2B perspective. These are handpicked individuals with years of experience in high-stakes regulated B2B environments, which is precisely what is needed when you are asking Tier-1 operators to trust you with their core infrastructure.
Currently, they are helping redefine our commercial delivery, with the platform at the centre of our priorities. As mentioned before, I believe we are at the entry point for Soft2Bet becoming one of the leading B2B providers in iGaming over the next few years.

How do you reflect on your H1 expansions and the execution of your 2026 roadmap overall?

H1 has clearly demonstrated that our platform is a highly effective solution for driving operator profitability in regulated markets. The advantage we are looking to leverage is that we are in a very small number of companies able to provide a full end-to-end proprietary iGaming ecosystem. This is critical to our partners, as it affords a much cleaner, more cost-effective corporate infrastructure, and the flexibility ultimately allows us the power to configure, localise and deliver products and features that administer tangible results. 

It has been a solid period of execution that proves our business model is perfectly tuned to accelerate our B2B aspirations alongside our partners’ commercial growth, and capture valuable and sought after market share. Nothing proves this more pertinently than with our announcement of the imminent launch of the World Poker Tour on Soft2Bet technology in a major North American market later this year, a tier-1 brand in a tier-1 market.

What does your recent appointment of Ryan Collinge as EVP of Group Partnerships signify?

Ryan’s arrival is a clear statement of intent regarding how we intend to scale our B2B pipeline. Because our commercial model structurally anchors Soft2Bet to the long-term financial success and prosperity of our operators, we have to be highly selective with whom we work. We are looking for ambitious, well-capitalised partners who match our expectations for global growth, and Ryan has the precise industry profile needed to broker those high-prestige alliances. 

His focus is centred on identifying established brands running on legacy third-party software and demonstrating the clear commercial upside of migrating to Soft2Bet. We can show premium operators that they can retain absolute control of their brand, while providing the secure infrastructure to power them to the top of their selected markets.

What can you tell us about your plans for the final quarter of 2026, as we begin to look to the year ahead?

As we look towards the final quarter of the year and into 2027, our focus is entirely on institutional B2B scaling and strategic growth. We have more key senior hires on the way to further bolster our operational capabilities, and our pipeline of Tier-1 migrations is already underway, with exciting announcements to publicise in the near future. 

On the regulatory front, we are systematically preparing our Soft2Bet Platform and MEGA frameworks to enter expansion into high-growth markets with existing and new partners. We are sidestepping mass-market volume, instead focusing our corporate and engineering resources on delivering a premium, fully supported onboarding experience for a curated group of partners. Soft2Bet is extremely well positioned for growth, and our goal for the upcoming months and years ahead is to firmly secure our place as the absolute provider of choice in our targeted markets – globally.