We sat down with BetComply Co-Founder and CMO Martin Hodges to hear about his career journey, his leadership philosophy and more.
Career Journey & Origins
Can you tell us a bit about your career path and what led you into the iGaming industry?
My career has been an exciting journey that has led me to the lively iGaming industry. I started working in sports marketing, where I had the chance to work with famous clubs like Arsenal, Manchester City, and Wembley Stadium. This helped me understand how sports and entertainment connect in the digital world. Later, I moved into the iGaming affiliate market by working with football fan websites. This was a key step in my career because it introduced me to iGaming operators and suppliers.
What was your first marketing job, and how did it shape the way you think about the role of a marketer today?
My first job in marketing was as an Affiliate Manager for Bet Butler, which was very important in shaping how I approach marketing today. Leading the affiliate marketing there taught me a lot about what a marketer does. I learned how important it is to understand target audiences, analyse market trends, and use data to create effective marketing campaigns. Also, working in the fast-changing iGaming industry at Bet Butler taught me how crucial it is to be flexible, creative, and innovative to have successful marketing. My experience in this role still influences how I think about marketing, highlighting the need for careful planning, focusing on the customer, and aiming for results to help the business grow and the brand succeed in the long run.
How did your previous experiences outside of iGaming influence your approach at BetComply?
My work at BetComply has been influenced by various skills and experiences outside of iGaming. These include sports marketing, creating campaigns and messaging that connect with the target audience, understanding what they want to hear and see, and knowing when and how to deliver it. Throughout my affiliate management work, I focused on building partnerships that drove growth and revenue. I have also been lucky to work in several startups, which have taught me to be adaptable, innovative, and proactive. I use these qualities to solve problems and develop creative strategies for BetComply. This mix of skills helps me spot trends and lead initiatives that keep BetComply ahead in a rapidly changing market.
Leadership & Philosophy
As CMO of BetComply, how would you describe your leadership style?
As CMO of BetComply, my leadership style focuses on clear communication, targeted planning, and team development. I create innovative campaigns that put our clients first and help us achieve long-term business goals. I encourage teamwork, hold people accountable, and make sure our marketing efforts drive revenue and results. I also foster a culture where it’s okay to take risks, learn from mistakes, and come up with bold ideas. Communicating openly and supporting professional growth ensures our strategies are always adaptable, customer-focused, and effective.
What do you think makes a great marketing leader in a highly regulated, high-growth industry like iGaming?
Effective marketing leadership in a high-growth, regulated industry like iGaming hinges on adaptability, customer-centric innovation, and compliance awareness. Leaders must balance aggressive growth targets with strict regulatory constraints, requiring risk-aware creativity—launching bold campaigns while ensuring adherence to legal frameworks. Using data to make quick decisions is key. This means using tools like AI to understand customers, predict trends, and improve campaigns instantly. Empowering your team is crucial. Create a safe space where people can try new things, learn from mistakes, and work together. Ethical leadership is a must. Be transparent, show empathy with customers, and build a workplace that values inclusivity and respect. Lastly, make sure your marketing strategy aligns with the company’s overall goals. By combining all these things, you can lead growth while keeping trust in this ever-changing industry.
Is there a particular moment or decision in your career that taught you a major lesson in leadership or branding?
Not so much a moment or decision but I have always found Gary Vaynerchuk quite an inspirational talker. Gary’s philosophy that “the best companies don’t sell—they brand” meaning focusing on long-term relationships over transactions—I believe a strategy is critical in iGaming’s regulated B2B landscape. At BetComply, we’ve embraced this by positioning ourselves as trusted advisors, not just service providers.
Personal Voice & Vision
What excites you most about working in the iGaming space today?
What excites me most about working in the iGaming industry today is how technology and regulation intersect to create smarter, safer, and more personalised experiences—all while building trust in a sector that’s often misunderstood. The rapid adoption of AI and machine learning isn’t just about flashy algorithms; it’s revolutionising how operators engage with players and uphold responsibility. For example, AI-driven tools now analyse player behaviour in real time, allowing operators to tailor promotions or intervene with safer gambling nudges before issues escalate. This balance of hyper-personalisation and ethical care is rare in other industries, making iGaming a unique space to innovate with purpose. Today, iGaming is a playground for problem-solvers. It is where cutting-edge tech meets human-centric ethics, and trust isn’t just earned; it’s engineered.
How do you define success—for yourself and for your team?
I define success as building a business I started with my co-founders, Mike de Graaff and Daniel Brookes, 18 months ago, into the most trusted compliance partner in the iGaming industry. Success means earning the confidence of our clients by delivering reliable, transparent, and tech-driven compliance solutions that help them navigate complex markets safely and efficiently. At the same time, success means creating a workplace where our team feels proud to come to work every day, where they are empowered to take ownership, grow their skills, and contribute to meaningful projects. It’s about fostering a culture of collaboration, innovation, and ethical leadership so that our people not only deliver great results but also feel valued and motivated. Ultimately, success for me is building strong client relationships based on trust and running a business where our staff are engaged, fulfilled, and proud to be part of the journey.
Are there any marketing principles or philosophies you always come back to, no matter the company or challenge?
Absolutely. One marketing principle I always return to is personalisation across every channel. In today’s crowded and fast-moving markets, generic messaging doesn’t cut through. Whether email, social media, paid ads, or even offline touchpoints, tailoring content and experiences to the individual’s preferences, behaviours, and needs is essential. Personalisation builds relevance and trust—it shows customers and clients that you understand them, which drives engagement and loyalty. Even in highly regulated industries like iGaming, where messaging must be carefully controlled, finding ways to deliver meaningful, customised experiences makes all the difference. No matter the platform or audience, I believe marketing should always focus on making each interaction feel personal and valuable. That philosophy guides how I design campaigns, select channels, and measure success.
Learning & Growth
What’s one marketing trend or topic you’ve recently been geeking out about?
This is probably less relevant to my compliance B2B business, but one marketing trend I’ve been excited about recently is the rise of predictive and hyper-personalisation powered by AI. In 2025, personalisation will evolve beyond simple recommendations to anticipating customer needs before they even realise them. Using AI and machine learning, brands can deliver highly tailored content and experiences across all channels in real time, making every interaction feel relevant and meaningful. AI can analyse player behaviour to personalise promotions or responsible gaming messages, improving engagement and loyalty without compromising compliance. The future of marketing is about being smarter, faster, and more empathetic—using technology not just to sell, but to connect.
Are there any mentors, books, or experiences that have had a lasting impact on your marketing mindset?
Gary Vaynerchuk and Harry Lang have been instrumental in shaping my marketing approach, blending authentic storytelling with strategic discipline. Gary’s relentless focus on consumer-first marketing—like documenting real processes to build trust and prioritising value before conversions—taught me to balance creativity with empathy, ensuring every campaign resonates. Meanwhile, Harry’s expertise in strategies and cross-industry execution reinforced the importance of marrying innovation with regulation, turning constraints into competitive advantages. Their lessons remind me daily that great marketing isn’t just about attention; it’s about earning trust through consistency, relevance, and an unwavering commitment to people-first values.
How do you stay sharp—any habits, routines, or sources of inspiration you rely on?
There are a number of ways I believe that i stay sharp. Firstly, I make ongoing learning a priority, whether that is attending marketing or iGaming conferences, reading industry publications, or taking online courses, to stay ahead. Secondly, I try to maintain a disciplined routine by setting aside dedicated time for strategic thinking and analysing data, which allows me to look at new ideas, assess campaign performance, and make business decisions. Finally, I draw inspiration from marketing thought leaders, like those in the Footprints in the Market interview campaigns. Also, looking outside my industry or field, keeping myself curious and open to fresh perspectives.
Perspective & Personality
What’s something about you that people in the industry might be surprised to learn?
I am a teetotal vegetarian.
What advice would you give to someone trying to break into the marketing side of iGaming today?
My top advice is to stay adaptable and embrace ongoing change. The iGaming industry is evolving rapidly, with tighter regulations, more sophisticated players, and a growing demand for high-quality, localised content. Focus on understanding not just marketing basics, but also the specifics of iGaming-like compliance, regional player behaviour, and the importance of building trust with both operators and players. Leverage data analytics and AI tools to personalise your campaigns and gain insights into user behaviour, as data-driven strategies are now essential for success. Don’t rely on generic messaging; instead, create engaging, informative content tailored to specific markets and player preferences. Explore emerging channels such as short-form video, influencers, and even platforms like Telegram, which are increasingly relevant for reaching new audiences. The most successful marketers in iGaming are those who remain curious, continue learning, and aren’t afraid to adapt their strategies as the landscape evolves.
If you weren’t in marketing, what do you think you’d be doing instead?
Swimwear model for sure.
