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Head of Brand at Marathonbet warns of gaming brands losing identity to drive news content
Ahead of his participation in the new Advertising and Marketing Conference stream at this year’s ICE VOX, Marathonbet’s Head of Brand, Dan Towse explores how gambling consumers are ‘programmed to be promiscuous’, why trust is essential for brands and where Love Island influencers fit into the betting ecosystem
Story telling is an important way for brands to build their profile – how can this discipline be used by the gambling industry and what’s gambling’s most powerful narrative?
Too many brands are becoming a news feed like ‘Sky Sports News’. Whilst I do believe there is a place for editorial content – I still feel there is too much. With the recent announcement of Zlatan Ibrahimović returning to Italy – six bookmakers posted the same announcement within 30 minutes of each other. I understand, not everyone will follow all these brands like me. However, when I swipe through my feed, I have the same story and/or a variation of the same article from multiple operators and news outlets. I would suggest that consumers follow gambling brands for gambling content.
Social platforms launched for people to connect with each other. Now we find ourselves in an age where the original core proposition is still retained but brands now have social very much part of the normalised channel mix – we have an environment where social channels are broadcast platforms and should be used accordingly; ensuring a blend of content and story telling which meets the brands objectives but appeals to its audience interests and why they engaged with you in the first instance.
How do you leverage the power of the brand when the gambling consumer is apparently so promiscuous – certainly in the online sector?
The audience is programmed to be promiscuous because of the environment in which the way the industry has evolved. Brand is much deeper than just the logo. It’s your product, UX/UI, Customer service, tone of voice – the list goes on. If bonus, offers and email all stopped tomorrow, you need to ensure everything else is still stacking up. We are fortunate at Marathonbet where we have sponsorship portfolio which includes Man City and Sevilla FC. Both recognised and established brands in world football – this gives us awareness, equity and assets which enable us to do more than a badging exercise.
The former CMO of Unilever said that ‘A brand without trust is a product’ – do you agree with that definition and how do gaming companies build/earn trust especially in terms of their social media marketing?
Naturally, they are in a very different space to us and it boils down how much value the consumer puts on a product and its use. Do I care what brand of dishcloth I purchase? Not really. Do I care what brand of toothpaste I use? Absolutely.
From a gaming perspective, it’s incredibly important – especially how saturated the market now is to ensure content is original and where required you build a conversation both in terms of engagement but also responding to customer queries in a timely manner. Consumers are savvier than I think the industry gives them credit for and to a degree, the need and want of today’s customer is probably further ahead than we are able to keep up with. However, (although it pains me to say) when it comes to social I believe a high percentage of audiences still see ‘followers’ as a key number to help establish a perceived trust because of a brands ‘popularity’.
In terms of social media marketing and the different dynamics across platforms, do you see more potential for brands to appeal to the female gambling demographic?
In short, yes. Naturally, you have defined casino and or bingo brands whose target audience is clearly female. Typically, across core platforms (Twitter, Facebook and Instagram) its more female dominated however, the consumption of social content varies – as such, social campaigns need to be developed accordingly. It’s no different to segmentation/messaging for other channels.
Gaming companies have form using high profile sports influencers/sponsors to drive their product, where do you see the place for micro-influencers alongside world-class football, boxing, esports stars?
They have a place but it links back to the trust element. I was asked a similar question at a forum earlier in the year. Whilst I agree there is a place for them – we have to be mindful that they need to be relevant. Chris Hughes (Coral) whose popularity came from Love Island already had a deep affinity with horse racing and therefore has opinion/stories which are relevant & credible. However, when other brands choose reality TV stars or influencers with reach, who clearly have no affinity to a sport and or an understanding of an event – it can come across as ‘forced’ and a freebie for the individual. In addition, I’d always question if their followers are the right target audience. Age? Possibly. Prospective gambling customers? Unlikely.
ICE VOX which is part of ICE London, the world’s biggest gaming technology event, comprises two days of comprehensive learning with streams entitled: Modernising Lotteries, Hospitality Technology, Marketing & Advertising, Cybercrime & Security, as well as the World Regulatory Briefing and the International Casino Conference. Dan Towse will form part of the Social Media & Influencer Marketing: Stuck in (low quality) traffic? session, alongside John Cole, Group Director – Brand Partnerships – Sport, Gambling and Alcohol, at LADbible Group, as part of the new Advertising and Marketing stream on the second day of this year’s conference (February 4, 2020).
Source: Latest News on European Gaming Media Network
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: Head of Brand at Marathonbet warns of gaming brands losing identity to drive news content
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GAMEPOP: The Culture of Play by Red Bull Media House – the first bookazine devoted entirely to video game culture
Introducing GAMEPOP: The Culture of Play, a new premium bookazine by Red Bull Media House and the world’s first magazine dedicated entirely to video-game culture. Designed as a rich, book-like publication, GAMEPOP rethinks what a magazine can be, capturing the creativity, personalities and ideas shaping modern gaming. GAMEPOP will debut at the Red Bull Tetris World Final in Dubai from December 11 to 13, followed by The Game Awards on December 11. The issue will then be available through select international retailers in the weeks that follow.
Across 180 pages, the issue brings together a wide range of cultural voices, including Japanese game designer Hideo Kojima, leading DC Comics creators, the Oscar-nominated team behind Grand Theft Hamlet and contributors with bylines in Vogue. The bookazine also spotlights standout Red Bull talent, including YouTube star Ludwig, Twitch creators Emiru and Caedrel, and Red Bull athlete MenaRD.
Rather than treating gaming as a standalone medium, GAMEPOP looks at how games influence, and are influenced by, wider culture. Through original photography, long-form features, illustration and visual essays, the publication explores how gaming connects to global trends in style, music, movement, storytelling and performance, and the creative communities driving that conversation.
The issue also includes interactive elements, including a bespoke Choose Your Own Adventure story created exclusively for the launch. A limited collector edition of 150 copies takes the concept a step further, featuring a fully functioning Tetris® device embedded directly into the cover – an industry first that turns the magazine into an object of play.
The post GAMEPOP: The Culture of Play by Red Bull Media House – the first bookazine devoted entirely to video game culture appeared first on Gaming and Gambling Industry Newsroom.
Red Rake Gaming is pleased to announce a partnership with QTech Games, a leading aggregator and platform renowned for its strong presence in emerging markets on a global level. This collaboration brings Red Rake’s diverse and visually engaging portfolio of slots to QTech Games’ extensive aggregation platform, giving players across multiple continents access to high-quality, entertainment-focused casino content.
Founded in 2015, QTech Games is celebrating its 10-year anniversary in 2025. Over the past decade, the company has grown from rapid early-stage expansion to become a dominant force into emerging markets worldwide. With a global presence —including a new tech hub in Spain and offices in Malta—and Latin America, QTech Games has established itself as a fully-fledged international powerhouse.
Players can now enjoy titles from the Million Series, the Super Stars Series, and seasonal slots such as Halloween Wins and Christmas Wins, alongside new adventures including Azteca Gold Collect, Sherlock and the Stolen Gems, Beating Alcatraz, Big Size Fishin’, and Midas Wins.
QTech Games CEO, Philip Doftvik, said: “It’s another notch on our belt to have integrated more premium content from Red Rake. Theirs is a growing and constantly innovating library, delivering impressive support to the depth of our broad igaming-vertical spread.”
Nick Barr, Managing Director for Red Rake Gaming Malta, commented: “We are thrilled to partner with QTech Games and bring our portfolio of games to their growing network. Their leadership in emerging markets and innovative approach to aggregation allow us to reach new players and provide them with high-quality gaming experiences featuring unique features and visually engaging content. This collaboration marks an important step in strengthening our presence in key markets and further establishing Red Rake Gaming’s international presence.”
The post Red Rake Gaming Expands Global Presence Through Partnership with QTech Games appeared first on Gaming and Gambling Industry Newsroom.
Partnership sees leading branded content and popular Jackpot Royale integrated into Delaware North’s Betly online casino in the Mountain State
White Hat Studios, the “House of Brands” provider to the United States iGaming market, has partnered with Delaware North to launch on its Betly mobile sportsbook and casino in West Virginia.
The leading provider aims to build its online casino offering with the addition of the industry’s top-performing games.
Betly players in West Virginia will now have access to White Hat Studios’ acclaimed portfolio of premium branded titles, including Ted, The Goonies, and the award-winning 7s Fire Blitz series.
Also included in the rollout are the popular Jackpot Royale and Jackpot Royale Express progressive jackpot networks, currently live across more than 40 titles, and the first Betly-branded iCasino game – Betly Player’s Choice Blackjack.
Designed to elevate player engagement and boost retention, the addition of these promotional tools adds another layer of excitement to the Betly casino offering.
White Hat Studios has made significant strides in its U.S. growth trajectory since launching in 2021, consistently delivering high-performing content across multiple states. West Virginia remains a key market for the provider, following its remarkable success in all seven regulated U.S. iGaming states.
The collaboration represents another major step in White Hat Studios’ expansion across regulated U.S. states and reinforces its reputation as a go-to content partner for forward-thinking operators.
Daniel Lechner, SVP Sales and Marketing at White Hat Studios, said: “We’re thrilled to be partnering with Delaware North on the Betly online casino app in West Virginia.
“This partnership reflects our ongoing commitment to delivering top-tier content quickly and seamlessly to operators across the U.S. With our portfolio of fan-favorite branded titles and innovative features like Jackpot Royale, we’re confident we’ll make an immediate impact for Betly and its players.”
Bob Akeret, General Manager for Betly, added: “We’re excited to welcome White Hat Studios onto our Betly platform in West Virginia. Their reputation for delivering engaging, high-quality games, especially branded content, makes them an ideal partner as we continue to elevate our casino experience.”
The post White Hat Studios launches with Betly mobile sportsbook and casino in West Virginia appeared first on Gaming and Gambling Industry Newsroom.
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