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any of the operators I ’ ve worked at for the last 15 years ,” he says . “ The operators don ’ t have this level of data visualisation or the data input about value clients , which allows us to make decisions straight away .”
Once he came on board , Murphy
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75 % QiH has grown over the last three years by about 75 % year-on-year
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programmatic marketing with even more plans to expand out from there .”
Venturing into the US
The vertical plans were realised through the UK sports launch , with
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true with the way we display
odds . An American customer
wouldn ’ t be able to get their head
around fractional odds and there ’ s
challenges around the advertising
copy to be able to speak to
American clients .”
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went to work in helping map out QiH ’ s expansion plan , which is best described as a three-fold strategy . Composed of channel development , |
the plans for new geos forming with a launch in the US with casino content at the back end of last year .
The US launch , with the
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Advertising regulation playbook
Working across a new territory
|
|
vertical expansion and geo |
familiarity of casino operations |
poses another question for QiH , |
|
expansion , the plan spans almost |
for QiH , came with its own set of |
which already balances regulation |
|
every part of the business . |
challenges for a white-label affiliate |
and compliance activity across the |
|
“ Since I ’ ve been here we ’ ve |
venturing outside of the UK market . |
marketing activity and operator |
|
expanded our paid social activities |
“ The conversations with a |
sides of its business . |
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quite significantly ,” Murphy says of |
customer from the UK or US are |
“ We ’ ve got a playbook about |
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the channel development stage . |
like two different conversations ,” |
regulation around advertising ,” |
|
“ We ’ re delving into YouTube and |
admits Murphy . “ This is especially |
explains the CMO . “ It ’ s something |
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iGBAFFILIATE . COM • 25 |