“Marketing lives and breathes through this business, so you have to bring your A-game to make sure you realise that potential and the role of marketing within it,” explains Dominic Grounsell, CMO of gambling group Ladbrokes Coral.
The gambling sector represents the core marketing discipline, only operating at a pace never seen before, insists Grounsell, who explains that the speed of change was one of the main reasons he decided to move on from his role as managing director of Neilson Financial Services to make a return to marketing.
His appointment as CMO of Ladbrokes Coral comes at an challenging time for the gambling sector. On 1 April legislation came into effect slashing the maximum limit per spin on fixed odds betting terminals (FOBTs) from £100 to £2, which it is suggested will cause the closure of up to a third of the UK’s 8,500 betting shops. Ladbrokes Coral’s parent company, GVC Holdings, is expected to close around 1,000 of its 3,475 shops as a result of the stake reduction.
Add to that the introduction of VAR (video assistant referee) technology to the Premier League for the 2019/2020 football season, the surge in popularity for esports and women’s sports, and the role voice