TRAFFIC & STRATEGY
New frontiers :
QiH CMO on marketing ’ s role in expansion plans
Off the back of QiH ’ s recent new venture into the UK sports arena , Dan Kleiner speaks to CMO David Murphy about why now is the right time for a new vertical , the complexities of a US launch and why programmatic is a key part of the marketing to sales journey
David Murphy CMO of QiH
David Murphy is keen to touch on the most recent milestone at the affiliate and white-label operator . The UK sports vertical was officially launched in the middle of August but in reality was first tested during Euro 2024 .
For QiH , the soft launch during the football tournament was just getting the car through first and second gear . However , with the official announcement then coinciding with the Premier League ’ s return , the company found itself dropping officially into third gear of the vertical ’ s launch .
“ We ’ re going to put significant investment into sports ,” explains Murphy , who joined QiH in April . “ The key to why we launched a new vertical , and one I still emphasise to the team , is that there is no point just delivering volume , it ’ s also about value .
“ We could just look for short term gains and deliver a larger volume of players to operators , but at the end of the day I want to build long-term relationships with them and that ’ s why we ’ ve delved into the sports area where there ’ s a greater lifetime value of customers .”
Power of BI
The CMO says that it wasn ’ t a hard sell to get the marketing team to buy into the project of launching a new vertical . “ Everybody here was pretty much chomping at the bit to in some way turn the hobby into a job as obviously they have a passionate interest in sport .”
Murphy is no stranger to the igaming industry , with stints at both Lottoland and Gamesys in his 15-year career on the operator side of igaming . The attraction of being QiH ’ s first CMO is relatively simple : the affiliate ’ s strong growth and research . “ QiH has grown over the last three years by about 75 % yearon-year ,” Murphy says , before explaining the secret behind that growth can be found in its business intelligence ( BI ) insights . “ The BI insight we have is probably not available to
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