Flexibility is the key to success in the “crowded” igaming market, according to Michael Baker-Mosley, Chief Marketing Officer of iGP.
Appearing on the latest episode of Digital Footprints’ video series, Footprints in the Market, Baker-Mosley explained that “the quality that operators have to them and the flexibility isn’t” amazing which offers an opportunity for a company like iGP to differentiate itself in the space.
He said: “We’re not trying to make any huge claims but we are trying to be a little more flexible than your average platform in the industry. We are trying to move a lot faster and more agile and we’re trying to offer operators through our technology, but also our partners, real depth to the features they can access.
“We use this term about taking control. We’re trying to offer operators the ability to take control because of the tools they’ve got available and that message, thankfully, is starting to penetrate for operators.
“There are so many new entrants into the marketplace that use taking that step of being flexible is working for us because it’s not easy to do. We talk about building it right and we’ve built the product up to be able to scale.”
During the interview, Baker-Mosley also recalled some of the more effective marketing strategies used by iGP, including an elaborate stunt, which involved faking the robbery of a signed Pele shirt.
“We did this campaign called Road to Lisbon,” he explained. “We took a signed Pele shirt from Rio [de Janeiro] to Sao Paulo to Malta to Amsterdam and then Lisbon.”
“At CasinoBeats, this shirt was in a glass box and we staged a robbery and posted it on social media. People started [messaging] me in the morning going my god I can’t believe this has happened. So I think for exposure that was probably the most successful one.
“The serious side to it is that we were building up our marketing base and building up our email communication and it was pretty engaged with outside of the event as well.”
Hosted by Digital Footrpints’ Marketing Director, Sharon McFarlane, the Footprints in the Market video series is aimed at senior marketing executives in the igaming space and each episode will offer practical insights and expert knowledge from some of the industry’s top minds.
Also on the agenda in episode four were Baker-Mosley’s unconventional route into the igaming industry via plywood, his top tips for newcomers to igaming and the potential of emerging markets like Latin America and Africa.
To check out the full video, click on the video above. You can also click HERE to catch up on last week’s episode featuring Martin Calvert, Marketing Director at ICS-Digital, who spoke about how Google treats every industry differently.
