He used Kaito Tenjo to steal the numbers for Dr. Faker by persuading Kaito that it can help him to look after his brother Hart Tenjo.
He organized the World Duel Carnival to attract the better duelists in the world so that Kaito faces them in duel and take their numbers. He was the master of ceremonies and the commentator during the final phase of the tournament.
After the Tournament, he fell into the Sphere Field Cannon and was sent to Barian World, where he was temporarily transformed into a small bug where he worked for Vector and later he restores his real appearance and revived him into a Barian and leader of the Fearsome Four of the Dark Dueling World.
Vector gave him and his partners Barian powers and fake numbers so that they beat Yuma, Reginald and Kaito and to take their numbers. After having been defeated by Yuma Tsukumo and Astral, he is burned alive by the fake numbers given by Vector.
Heartland is a hypocritical, manipulative and deceitful man who is willing to blackmail people. He likes torturing his child soldiers, and did not show any concern for people getting hurt. He is grateful and loyal to Vector to have taken out him of the sea of Barian and restored his appearance. He is very superficial.