Welcome to the very first episode of Footprints in the Market | Influencing iGaming! This webinar series is catered for CMOs and senior marketing executives across the iGaming space. Each episode features a special guest from within the sector and focuses on a range of key industry topics.
On episode 1 of Footprints in the Market, Digital Footprints Managing Director Sharon McFarlane sat down with Sportradar Executive VP, Global Marketing Adam Azor.
Adam is an integrated marketing specialist who has worked with major clients including Coca-Cola, Microsoft and Sony. In his role at Sportradar, Adam has supported consecutive years of growth and worked with a range of sports organisations, iGaming brands and rights holders.
We’ve picked out some highlight’s from epsiode one below. Head to the bottom of this page to listen back to the full episode.
Marketing in Regulated Industries
As an industry, iGaming is increasingly coming under the microscope. As a result, the industry in being squeezed by ever-tightening rules and restrictions. This makes operating fraught with risk and obstacles. For marketers, understanding the regulatory landscape is absolutely critical and is the key to implementing successful campaigns in a responsible way.
Touching on his approach to marketing in a regulated industry, Adam said:
“What we generally do is take the strictest market regulations, when it comes to responsible gambling, and we set that as our best practice. In marketing, there are very specific rules and regulations depending on the territory you are in which also need to be adhered to. If you are adhering to these, there are serious consequences around it.”
Personalisation Without First-Party Data
First-party data has played a critical role in the development of modern marketing techniques. However, due to privacy and security concerns, the use of this data is slowly being phased out. This has left marketers wonder how to deliver effective, personalised campaigns without the invaluable information first-party data can provide.
Adam said:
“There is no accurate hyper-personalisation unless you have first-party data. That’s, unfortunatley, just a fact people need to appreciate. While you can’t do hyper-personalisation, you can still do personalisation, you can still do targeting. And the good thing is that once someone has an account, that’s when you unlock hyper-personalisation.”
Adam and Sharon also discussed:
The importance of company culture in iGaming (jump to 4.11)
The role of AI in the future of marketing (jump to 24.08)
Advice for newcomers to the industry (jump to 26.53)
A huge thanks to Adam and to all our listeners! Watch this space for season 2 of Footprints in the Market | Influencing iGaming.
