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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
MyEmpire, one of the leading brands within the MioMedia affiliate program, proudly unveils its grand transformation. The empire has been reborn — with a stunning new look, an expanded collection of games, and thrilling new features set to redefine the gaming experience.
The redesigned MyEmpire brand unveils a fresh and immersive environment inspired by great civilizations of the past. The new interface offers smoother navigation, enhanced visuals, and a layout that reflects the brand’s evolution and the spirit of the empire. It’s cleaner, faster, and full of life — giving players the feeling of truly stepping into a renewed realm of majesty.
The updated design extends across the entire game world, bringing richer landscapes, detailed architecture, and enhanced character art that adds elegance and depth, drawing players further into play.
Along with the visual transformation, MyEmpire is expanding its portfolio with new games. Each title offers a unique experience while staying true to the empire’s spirit of strategy, adventure, and discovery. Together, they create a broader and more dynamic world for players to explore.
Beyond new games, MyEmpire is expanding with the launch of a dedicated shop — a new destination where players can purchase exclusive items or exchange their in-game bonuses for them. It’s a fresh way to turn progress into rewards and make every victory even more satisfying.
Soon, players will also enjoy new gamification features — SpinRally, Wheel of Fortune, and WonderPot. These additions will introduce even more thrills and rewards, giving players the chance to test their luck, win prizes, and uncover new surprises within the empire. Each feature is designed to enhance engagement and add a fresh layer of fun to the play.
MioMedia Affiliates continue to stand at the forefront of iGaming innovation, bringing together top-performing brands and world-class affiliate partnerships. As MyEmpire enters a new era with its refreshed look and features, MioMedia Affiliates celebrates the brand’s dedication to excellence, creativity, and pursuit of entertainment that both inspires and rewards.
For more information and guidance, contact the team: https://www.miomedia.com/contact-us
Slotegrator, a leading iGaming software provider and content aggregator, has published a report forecasting the iGaming trends of 2026. Developed in collaboration with over 50 experts from international companies, the report highlights how technology, regulation, ESG and transparency, and evolving player expectations will reshape the iGaming landscape in the coming year.
The report brings together insights from operators, regulators, affiliates, and marketing leaders across Europe, Latin America, Africa, and Asia. It covers key topics – from upcoming regulatory changes and AI-driven hyper-personalization to new compliance standards, marketing transformations, and the rise of community-based gaming ecosystems.
Readers will learn what to expect from:
- Regulatory developments in the industry’s most attractive markets.
- Advances in AI, cybersecurity, biometric KYC, and deepfake detection.
- New marketing models built on emotional intelligence and data ethics.
- The role of Web3, stablecoins, and gamified well-being.
- The growing influence of ESG on the iGaming sector.
The report features practical insights from leading leading companies, recognized industry leaders and award winners, including SiGMA Group, Clarion Gaming, DEVILS, Endorphina, Amigo Gaming, Aviatrix, ZingBrain AI, BGaming, NGM Game, Peter& Sons, CasinoRIX, ICS-digital, top media like iGamingNews, Casino Guru, GamblingTalk, and others, alongside perspectives from top game studios and regional experts.
“The report brings together the key takeaways from our business analytical research and the voices of industry experts who observe market dynamics every single day. Their perspectives give this report its depth and authenticity. At Slotegrator, we value partnership and collaboration above all — this is what allows us to capture the real pulse of the iGaming industry. This document gives companies a valuable head start as they prepare for next year’s shifts,” adds Svetlana Kirichenko, head of marketing at Slotegrator.
The report offers a comprehensive view of what’s next for iGaming — a must-read for anyone shaping the future of the industry. Be among the first to download The iGaming Trends of 2026 from Slotegrator by following this link.
ABOUT THE COMPANY
Since 2012, Slotegrator has been one of the iGaming industry’s leading software and business solution providers for online casino and sportsbook operators.
The company’s main focus is software development and support for online casino platforms, as well as the integration of game content and payment systems.
The company works with licensed game developers and offers a vast portfolio of casino content: slots, live casino games, poker, virtual sports, table games, lotteries, casual games, and data feeds for betting.
Slotegrator also provides consulting services in gambling license acquisition and business incorporation.
Latest News
Boomerang Partners has announced a gift auction at their booth during the upcoming SiGMA Europe 2025 in Rome
Boomerang Partners, an affiliate marketing agency and an Official Regional Partner of AC Milan, is preparing numerous activities for their booth 5046 G at the upcoming SiGMA Europe 2025 in Rome. The main highlight will be a gift auction featuring valuable prizes:
- Signed Luka Modrić (football legend and AC Milan player) jersey
- Apple iPhone 17 Pro Max 256GB Deep Blue
- Ray-Ban | Meta Wayfarer smart glasses
- Apple AirPods Pro 3
To try their luck in the gift auction, SiGMA Rome participants must visit the Boomerang Partners booth on November 4th and 5th and perform various tasks. For completing them, they will receive special chips of different denominations. The more chips they have, the higher their chances of winning in the auction. Details can be obtained from the hostess at the booth.
The final will take place on November 5th at 4:00 PM. On the same day, Boomerang Partners will announce the winners of their first sports traffic tournament, the Golden Boomerang League, which ran from September 1st to October 31st. All affiliate teams, including current and new partners of the company, who managed to generate 20+ FTDs on the brands from its client portfolio, have qualified for the prize draw. The prize for first place is direct access to the Golden Boomerang Awards 2026. Participants who place second and third will receive an AC Milan Experience package, which includes paid flights, accommodation, and attendance at an AC Milan home match at the famous San Siro Stadium in Milan.
Come to the Boomerang Partners booth, complete simple tasks, get chips, and participate in the gift auction. Extra pleasant surprises are possible. Read the full terms and conditions on the Boomerang Partners website.
About Boomerang
Boomerang Partners is a rapidly growing global marketing agency offering a wide range of services. Boomerang Partners is the Official Regional Partner of AC Milan. In 2024, it launched the inaugural Golden Boomerang Awards — a global tournament for affiliate teams. More than 400 affiliate teams participated in the second season of the tournament in 2025. The agency launched six new products in 2024-2025, contributing to a nearly 1.5-fold increase in product users.
The agency’s client portfolio contains 13+ brands offering affiliate and entertainment services across 40+ markets in compliance with local regulations. These products provide personalized bonuses and 24/7 multilingual support.
MyEmpire Reborn: New Look, New Empires, New Features
iGaming 2026 starts now: be the first to get Slotegrator’s iGaming trends report
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