Soft2Bet: “We believe the best platforms are growth engines for operators”

Focus Gaming News spoke with Soft2Bet’s Andrew Cochrane and Ryan Collinge about the company’s growth strategy, strategic partnerships and the importance of true localisation and gamification.

Exclusive interview.- Operators are looking for partners capable of driving long-term growth through innovation, market expertise, strategic collaboration, and player engagement. Against this backdrop, Soft2Bet continues to strengthen its leadership team while expanding its vision for the future of gaming technology.

In this interview with Focus Gaming News, Andrew Cochrane, Chief Commercial Officer, and Ryan Collinge, recently appointed EVP for Group Business Development & Strategic Partnerships, discuss the company’s next phase of growth and the priorities shaping its global strategy. From the role of gamification and personalisation through MEGA to the importance of localisation, strategic partnerships, and technology-driven innovation, they share their perspectives on what will define successful platform providers in the years ahead and how Soft2Bet aims to help operators build sustainable competitive advantages in an increasingly dynamic marketplace.

Ryan, you’ve spent more than two decades working across commercial, product and operational leadership roles in igaming. What was it about Soft2Bet that made you feel this was the right next step in your career?

Ryan Collinge: Soft2Bet represents a compelling opportunity at an important stage of its growth journey. I have followed the company’s evolution since its startup days and have consistently been impressed by its ability to innovate, adapt and build a strong position in a rapidly evolving and very competitive igaming landscape.

Throughout my career, I have focused on building growth and commercial strategies and creating partnerships that deliver sustainable value. What attracted me to Soft2Bet was its combination of strong technology capabilities, entrepreneurial culture and clear ambition to scale globally. The company has built a differentiated position by combining turnkey solutions, proprietary technology and a strong understanding of the igaming industry.

I believe there is significant opportunity to further develop strategic partnerships, expand market reach and support the next phase of growth. This role brings together my experience across commercial development, product strategy and operational execution, allowing me to contribute to a business with strong momentum and long-term potential.

Andrew, what qualities were you looking for in this appointment, and why was Ryan the right person to help drive Soft2Bet’s next stage of growth?

Andrew Cochrane: As Soft2Bet continues to expand its global footprint, we were looking for a leader who could combine strong commercial judgement with deep industry experience and a proven ability in building strategic relationships. Ryan brings exactly that combination, with a track record spanning business development, product strategy, operational leadership and partnerships across the igaming sector.

What stood out was his ability to understand the needs of operators, suppliers and strategic partners, and build strategies that create long-term commercial value. His experience across casino content, international markets and revenue growth aligns closely with Soft2Bet’s strategy. We believe Ryan’s expertise and industry perspective will play an important role in strengthening our partnerships, expanding our market reach and supporting the company’s next phase of growth.

Andrew, Soft2Bet has positioned innovation and gamification at the centre of its strategy through MEGA. How do you see player engagement evolving over the next few years, and what role will gamification play in that transformation?

Andrew Cochrane: The future of player engagement will be shaped by how effectively companies can combine technology, data and creativity to deliver experiences that are more personalised and more rewarding. The industry is moving beyond traditional acquisition models; the focus now is on building long-term relationships with players by creating products that are genuinely engaging.

At Soft2Bet, we believe gamification has a fundamental role to play in that transformation. MEGA was developed around the idea that engagement should be an ongoing experience, not just a single interaction. By introducing progression, personalisation and a stronger entertainment layer, we empower operators to create deeper connections with their players while improving the overall product experience.

Looking ahead, the companies that succeed will be those that understand player behaviour at a deeper level and use innovative technology to continuously improve the journey. Our focus with MEGA gives operators the tools to differentiate themselves in an increasingly competitive market while creating sustainable value for players and businesses alike.

Andrew, localisation has become much more than simply translating a product into different languages. From your perspective, what does true localisation look like in today’s global igaming landscape?

Andrew Cochrane: I strongly believe that true localisation starts with understanding that every market has its own culture and expectations. It is not about taking a product, translating the words and launching it somewhere new. That is the easy part. The real challenge is understanding what makes players in a specific market engage, what they value and what feels natural to them. Players should be able to enjoy more personalised experiences while feeling confident they are engaging in a safe and trusted environment where responsible gaming is built in from the start.

At Soft2Bet, we look at localisation as a combination of product, technology and insight. We invest in developing local intelligence to understand each market’s unique characteristics and use those insights to shape the user journey. Delivering this at scale requires a strong technology foundation, which is why we continue to invest heavily in product development and innovation. Our technology allows us to adapt quickly, support our partners across diverse markets and create products that are both engaging and responsible. The best products do not feel like they have been imported into a market; they feel like they were built for that market from the beginning.

Ryan, your background spans casino content, commercial strategy and business development. How do you plan to leverage that experience to strengthen Soft2Bet’s relationships with operators and strategic partners?

Ryan Collinge: Throughout my career, I have focused on understanding what drives value for operators, partners and customers, and translating those insights into commercial strategies that deliver long-term growth. My experience across casino content and business development has given me a broad perspective on how different parts of the ecosystem connect and where the greatest opportunities exist.

At Soft2Bet, my focus will be on deepening relationships with existing partners while identifying new strategic opportunities that align with the company’s growth ambitions. Strong partnerships are built on understanding business objectives, anticipating market needs and delivering solutions that create measurable value.

Soft2Bet has a strong technology and product foundation, and I see significant potential to build on that by combining our capabilities with the expertise and ambitions of our partners. My goal is to help strengthen those relationships, expand our commercial reach and support sustainable growth across key markets.

Ryan, major events like the FIFA World Cup create incredible opportunities to engage players. Beyond acquisition, how can operators use gamification and personalised experiences to keep that engagement going long after the final whistle?

Ryan Collinge: Major events like the FIFA World Cup create unique opportunities for engagement because they bring together millions of fans with a shared passion and sense of anticipation. But the real opportunity for operators goes beyond acquiring new players during those moments; it is about creating experiences that keep customers engaged long after the event has ended.

The key is using technology, data and gamification to understand what motivates each player and deliver experiences that are relevant to them. This could be through personalised content, tailored rewards, progression mechanics or new ways for players to interact with the products they already enjoy.

At Soft2Bet, we believe the strongest operators will be those that can turn short-term engagement into long-term relationships. Major events provide the initial connection, but innovation and personalisation are what sustain that relationship over time.

Andrew, as competition continues to intensify, what do you believe will differentiate successful platform providers over the next five years? Will technology alone be enough, or will partnerships, innovation and adaptability become even more important?

Andrew Cochrane: I think the next five years will be defined by companies that can combine technology with a deep understanding of people. Technology on its own is not a differentiator anymore because everyone has access to technology. The real advantage comes from how effectively you use it to solve problems, create better experiences and help partners achieve their goals.

For platform providers, success will come from building flexible technology that can adapt quickly as markets, compliance and player expectations continue to evolve. But technology needs to be supported by strong partnerships, market knowledge and a culture of continuous innovation.

At Soft2Bet, we believe the best platforms are not just infrastructure; they are growth engines for operators. That means listening closely to our partners, understanding their challenges and constantly improving the products and solutions we develop. The companies that succeed will be those that can combine scale with agility, using technology to create significant value for both operators and players.

Andrew, finally, what excites each of you most about Soft2Bet’s roadmap over the coming months, and what message would you like to share with operators looking for a long-term technology partner?

Andrew Cochrane: What excites me most is the opportunity to keep building and evolving. Soft2Bet has already created a strong foundation, but I believe the biggest opportunities are still ahead of us. The industry is moving quickly, and we have the technology, the talented people and the ambition to continue creating solutions to scale across global markets and shape the future of igaming.

For us, the roadmap is not just about launching new features or following market trends. It is about listening to our partners and industry stakeholders, understanding the challenges they face and building products that make a real difference. For us, innovation is about building solutions that solve real challenges to create measurable value.

The message I would share with operators is simple: the best partnerships are built over time. We are not looking to be just another technology provider; we want to be a partner that understands your goals, moves with you and succeeds with you in an increasingly competitive market. We are excited about what is yet to come.