Latest News
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

Latest News
James O’Kelly Appointed Head of Corporate Development at SolutionsHub
SolutionsHub is pleased to announce the appointment of James O’Kelly as Head of Corporate Development, a newly established role that underscores the company’s commitment to strategic growth, innovation, and excellence in client service.
Since joining SolutionsHub, James has been instrumental in driving key initiatives across the organization. Over the past 18 months, James has headed high-impact growth intiatives, managed treasury and led sucessful licensing for clients. His contributions have also extended to representing SolutionsHub on the international stage, enhancing the company’s global presence.
In his new role, James will take the lead on a range of high-impact strategic initiatives in close collaboration with the Board of Directors. His primary focus will be on identifying and cultivating key partnerships, as well as spearheading the development of innovative product lines that align with the company’s long-term vision. To fully dedicate his efforts to these forward-looking priorities, James will be transitioning responsibility for day-to-day operations and compliance to other senior members of the leadership team. This shift will enable him to concentrate on shaping the company’s future growth trajectory and ensuring its continued success.
“James has consistently demonstrated outstanding leadership and a deep understanding of our business and industry,” said Lee Hills, CEO of SolutionsHub. “His appointment as Head of Corporate Development is a natural evolution that aligns with our long-term strategic goals and further reinforces the strength of our leadership team.”
James will continue to play a pivotal role in advising and supporting clients through increasingly complex regulatory, licensing, and jurisdictional considerations. Leveraging his extensive experience and strong track record of delivering innovative, compliant, and forward-thinking solutions.
The post James O’Kelly Appointed Head of Corporate Development at SolutionsHub appeared first on European Gaming Industry News.
Latest News
Week 19/2025 slot games releases
Here are this weeks latest slots releases compiled by European Gaming
CryptoSlots, a leading cryptocurrency casino, is celebrating its 7th birthday this May with exciting new game launches and player rewards. To mark the occasion, CryptoSlots is unveiling a brand-new slot: Safari Sunsets, taking players on a breathtaking journey through the African savannah at golden hour. With swaying acacia trees, and a sky glowing in sunset hues of orange and purple, the game immerses you in the wild beauty of the grasslands. Majestic animals like zebras, lions, buffalos,and the powerful elephant Scatter symbol bring the reels to life!
PG Soft has unleashed its latest big-hitting title, Knockout Riches. The new addition is a 5-reel (1 to 3 rows in reel 1 and 5, 4 to 20 rows in reels 2, 3 and 4) slot that delivers an action-packed slot experience with grit, determination, and big rewards. Ruby, known as the ‘Flaming Rose’, steps into the ring as a rising star in the boxing world whose fists must do the talking.
Relax Gaming, the iGaming aggregator and supplier of unique content, is challenging players to tame Fang the dragon in its fiery new release, Fang’s Inferno. The dragon with an insatiable appetite for riches returns in this 5×4 slot where big wins can come via Blazin’ Wilds, Flamin’ Respins, Fang’s Bonus Picks, Fiery Free Spins and Fang’s Bonus Picks.
FBMDS is thrilled to announce the launch of its newest slot game of Asian inspiration – “Panda Treasure – Sublime Series”. This is the inaugural title in its ambitious plan to reinvent its slots portfolio with new, rewarding online casino game releases throughout the year, that speak to different players’ profiles and competitive operator’s demands. The release of a new slot game aligns with FBMDS’s 2025 narrative, focusing on market expansion, innovation, and leadership in key iGaming segments.
Spinomenal has released its latest game to join the Wildlife series, Majestic Silverback. Players are welcomed to the untamed, lush jungle for an adventure. Verdant fauna surrounds the 5×3 reel frame, brought to life by an array of jungle animals, including jaguars, parrots, crocodiles, and iconic silverback gorillas.
Push Gaming has launched Olympus Unleashed, a futuristic take on a mythological-themed slot that combines the timeless appeal of classic slots with bold, modern gameplay. Created for players who enjoy the familiar rhythm of traditional titles but crave something fresh, Olympus Unleashed delivers a compelling blend of nostalgia and innovation.
Play’n GO’s latest 6×4 slot, Crabby’s Gold, washes ashore with gold-grabbing mechanics, evolving Wilds and a crustaceous companion who’s got more attitude than treasure maps. Set in a sun-bleached pirate cove where coins glint beneath the waves, Crabby’s Gold brings comic chaos to the high seas. With its curmudgeonly mascot Crabby hoarding multipliers and heckling from the reels, this 4096-ways slot isn’t just another maritime theme – it’s a tidal wave of personality.
Inspired Entertainment, Inc., a leading B2B provider of gaming content, systems, and solutions, is thrilled to announce the release of Piggy Winner™ – a pig-themed descendant of Inspired’s popular omni-channel slot Gold Winner™. This 10-win line slot game is packed with thrilling features including Wild Symbols, Cash Collecting Free Spins, a gamble option and Fortune Spins mode, designed to deliver slick gameplay and endless excitement.
Booming Games turns up the temperature with Inferno Fortune Power Hit, the explosive first title in the brand-new Power Hit Series. Set on a blazing 6×4 grid with 4096 ways to win, Inferno Fortune Power Hit is designed for players who crave nonstop action and high win potential. At the core of the game lies the powerful Power Hit feature, which can be triggered in both the base game and Free Spins.
The post Week 19/2025 slot games releases appeared first on European Gaming Industry News.
Latest News
ELA Games Receives Key Nomination at EGR Marketing & Innovation Awards
The studio is shortlisted for the “Brand of the Year – B2B” category
ELA Games, an innovative game development studio, has been shortlisted for the “Brand of the Year – B2B” category at the upcoming EGR Marketing & Innovation Awards 2025.
The EGR Marketing & Innovation Awards is an event that celebrates key figures and innovative brands within the iGaming industry. The ceremony recognises companies that demonstrate commercial success through game-changing creativity and contributions to the improvement of the industry. It gathers the brightest and most influential minds to reward those who have helped the online gaming sector grow.
ELA Games’ nomination for the “Brand of the Year – B2B” category highlights the company’s efforts in creating a portfolio that balances operator-centric growth with player-friendly gaming experiences. The studio has demonstrated a commitment to helping operators improve player acquisition and retention metrics through data-backed performance, making it a beneficial partner.
Marharyta Yerina, ELA Games’ Managing Director, commented on the nomination, “The ELA Games team is proud to receive a nomination for a significant category at a prestigious event. We’ve made considerable strides in 2025 to develop our portfolio and create games that both help operators grow and provide fun for players. We look forward to networking with all our peers at the ceremony, and congratulations to all nominees!”
The EGR Marketing & Innovation Awards 2025 will take place on June 19, 2025, at The Mermaid, London. The ELA Games team will attend the ceremony for a night of excitement, networking, and celebration.
The post ELA Games Receives Key Nomination at EGR Marketing & Innovation Awards appeared first on European Gaming Industry News.
-
Latest News4 weeks ago
Exclusive Q&A With Bar Konson, Chief Business Development Officer at NuxGame
-
Latest News2 weeks ago
Week 17/2025 slot games releases
-
Latest News1 month ago
SARA TENDULKAR JOINS JETSYNTHESYS’ GLOBAL E-CRICKET PREMIER LEAGUE AS MUMBAI FRANCHISE OWNER FOR SEASON 2
-
Latest News2 weeks ago
Fortuna Partners with 2025 UEFA Under-21 EURO
-
Latest News3 weeks ago
Esports World Cup Foundation Confirms Full Game Lineup, Schedule, and Club Championship Rules for EWC 2025
-
Latest News1 month ago
DreamPlay consolidates its status as a global player in the iGaming industry and opens an office and campus in Cyprus
-
Latest News3 weeks ago
ACR POKER’S NEXT HIGH STAKES ADVENTURE TAKES PLAYERS TO MONTENEGRO FOR PRESTIGIOUS SUPER HIGH ROLLER SERIES
-
Latest News2 weeks ago
Bojoko.com Surpasses €100 Million in All-Time Deposits Milestone
You must be logged in to post a comment Login