Soft2Bet Appoints Andrew Cochrane as Chief Commercial Officer
Soft2Bet is strengthening its senior leadership team by appointing Andrew Cochrane as Chief Commercial Officer, a move that is reflecting the group’s focus on structured growth across regulated markets.
Cochrane is joining Soft2Bet as the company is scaling both its operator and platform activities internationally. In his new role he will be overseeing global commercial execution, forging strategic partnerships and driving revenue development across multiple business verticals as the group continues expanding its regulated footprint.
The appointment is adding further depth to Soft2Bet’s executive bench while the company is advancing its long-term growth strategy, with particular emphasis on sustainable market entry, commercial discipline and regulatory alignment.
A commercially focused hire with regulated-market experience
Cochrane is bringing extensive experience from senior commercial roles across the global gaming and sports-betting sector. Before joining Soft2Bet, he served as Chief Business Officer at Gaming Innovation Group (GiG), where he was accelerating business development and expanding the company’s presence in regulated jurisdictions.
His background also includes senior leadership posts at DraftKings and SBTech, where he was shaping commercial strategy, partnerships and large-scale market operations. That experience is positioning him to oversee Soft2Bet’s commercial activities as the group balances growth ambitions with regulatory and operational complexity.
In practical terms, Cochrane’s remit will include consolidating Soft2Bet’s market position, supporting partner relationships, and identifying new opportunities in jurisdictions where regulation, player protection and long-term sustainability are becoming central to success.
Supporting Soft2Bet’s next growth phase
Soft2Bet is positioning itself as both an operator and a platform provider, with proprietary technology forming a core part of the strategy. The group’s MEGA gamification suite — designed to increase engagement and lifetime value through personalised experiences — is remaining a central component of its commercial proposition.
As the company looks to 2026, leadership is signalling a continued focus on enhancing the player experience while meeting higher regulatory and compliance standards across markets. The appointment of a dedicated Chief Commercial Officer is signalling an intent to align commercial execution more closely with those objectives.
Cochrane is describing the role as an opportunity to help shape Soft2Bet’s next stage of development, and he is citing the platform’s capabilities and strategic roadmap as key reasons for joining.
Continuity over disruption
Rather than signalling a change in direction, the hire is underscoring continuity in Soft2Bet’s approach to growth prioritising regulated markets, disciplined expansion and long-term partnerships. As competition intensifies and regulatory scrutiny is increasing across jurisdictions, the company is placing commercial leadership with hands-on market experience at the centre of its decision-making while it continues scaling operations with a focus on compliance, player trust and sustainable value creation.
