We’re back with the final episode of this season of Footprints in the Market | Influencing iGaming. We’ve heard from some truly fantastic guests over the course of this season, and we’d like to extend our thanks to all who have taken part and shared their knowledge and insights.
In this week’s episode, Digital Footprints Managing Director Sharon McFarlane takes a look back and picks out some key highlights from previous episodes. Enjoy!
Episode 2: Dan Shannon, Head of Affiliate Marketing & SEO, CBS Global
(jump to 2.25)
“Unless you’ve got an unlimited budget or a massive budget and a massive team, I would look at maybe just picking two or three geos which are quite simple to manage to start with and then once you’re making money, once the growth’s there, once you see the market and everything’s kicking into place, grow the business. That’s the way I would do it personally, because if you’ve got a small team or you’re a startup, working in multiple geos is hard work.”
Episode 3: Martin Calvert, Marketing Director, ICS-Digital
(jump to 5.22)
“Yeah, I think for operators there’s certainly plenty of platforms that are just not flexible for SEO full stop. And that’s doubly difficult when it comes to trying to localize things when you might not have full control over the interface. If it’s some white label type setup you might not be able to even customize the language easily and if you do it might be very out of the box type stuff, so it doesn’t really give you any edge over anybody else using that platform. Then you’ve got to think – How do I create content around that? Is that easy to do?”
Episode 7: Adam Gaskell, Head of UK Marketing, Kindred Group
(jump to 8.26)
“Gambling, obviously, is always under the microscope. And I think that as an industry, as a collective, the work that has been done across the board over the past five or so years, maybe even longer, has shown that we are willing to provide a much safer environment for customers. Given how big football is, it can be quite hard to paint that picture. But I feel like we’ve done a really good job. Obviously we have a percentage of our advertising now which promotes safer gaming tools and the zero percent mission. We have it on our LEDs as well at football games now. I think we have 25-30% percent of our advertising dedicated to safer gaming. We’re really making sure that what we put in front of people is effective in terms of safer gambling.”
Episode 5: Jamie Mitchell, Commercial Director, Game Changing Media
(jump to 12.54)
“Not much has changed since I played. The commercial teams and everything seems to be exactly the same as when I played. It seems surprising to me that the football world and the sports world, when a lot of it has to do with ‘we need money’, ‘we need different income generators coming in’, that they can’t see or some of them struggle to see and maybe take the blinkers off a bit, that the opportunity is there if they use a specialist sporting agency, not only the iGaming world but in general marketing as well.”
Episode 6: Niamh Gallagher, Marketing Manager, Mindway AI
(jump to 14.55)
“The industry as a whole just comes under fire so much. And I think the general public aren’t really aware of what goes on in the background in terms of industry fines, restrictions for advertising, the fact that there are gambling regulators. I think a lot of people just wouldn’t really know that. So there is, I think, a lot to be done around education, not just for operators’ own player base, but for the wider public as well.”
“Case studies are always successful. People want to hear what’s going on and real practical results so they can derive value from that. I think, and this is something that we always tried to get when I was working as a conference producer, was actually the pain points. From both sides, so maybe what we find challenging as a supplier but also what our clients find challenging and doing the research and having well-rounded research. We work with operators of all kinds across different verticals and across the globe, so you’re going to have different nuances in what their challenges are.”
Episode 4: Michael Baker-Mosley, Chief Marketing Officer, iGP
(jump to 19.26)
“Conferences are, to a certain degree, mini marketing strategies all in one. It’s the place where you build brand, generate leads and convert people. I don’t think there’s any part of any other marketing tool that does it so effectively as conferences. We definitely see conferences as an opportunity to bring everything else to life; the marketing campaigns, the content we do, the articles we write, the emails we send out. We know when we’re doing a good job and we have a good conference.”
Episode 1: Adam Azor, EVP Global Marketing, Sportradar
(jump to 22.21)
“Marketing is very simple: right message, right audience, right time. And it is about making the right choices that drive that. Do your research, understand your audience and be a great marketeer. Embed yourself into the business. Be close with products. Be close with commercial. Listen to people. Meet the clients. You know, actually speak to them. Have a conversation.”
We’d like to extend a massive thanks once again to all the guests from this season, and to our partners SBC. Watch this space for season 2, and don’t hesistate to get in touch if you’d like to take part!
