iGaming Marketing Leaders On Brand Differentiation
Six B2B iGaming marketing marketing chiefs told SBC News that a clear brand identity, not a bigger spend, decides which suppliers stand out in an industry now crowded with near-identical pitches.
The executives spoke to SBC News for the third instalment of its Marketing Leaders roundtable series, published August 27, 2026. The panel included Martin Hodges, co-founder and CMO of BetComply, Robin Becker, director of B2B marketing at Hub88, Michael Baker-Mosley, founder of Triumph B2B, Seda Baburyan, marketing and partnership manager at PartnerMatrix, Dorota Gruszka, head of marketing at Booming Games, and Pierre Pulis, marketing director at BETBY.
Hodges said the industry's problem starts with a shared information diet. "We all live in the same bubble," he said. "We follow the same people on LinkedIn. We read the same industry news. We all go to the same conferences. It's no surprise that so much iGaming marketing ends up looking and sounding the same."
Becker said Hub88's own launch taught the company that positioning has to be settled before a product ships, not after. "Launching because your games are ready isn't enough," she said in the roundtable. "Your branding, messaging and overall identity need to be ready at the same time."
Consistency Over Novelty
Several panellists pushed back on the idea that differentiation means inventing something entirely new. Baburyan said a large marketing budget "can buy visibility, it can't manufacture" a genuine reason for operators to choose one supplier over another, arguing that speed of communication now matters as much as the innovation itself because "nothing stays new in iGaming for more than a week or two."
Gruszka, speaking for Booming Games, drew a distinction between getting attention and being remembered. "You can create something unusual that gets attention for a few days, but the real challenge is building an identity that people consistently recognise," she told SBC News, adding that chasing whatever is trending risks every supplier "looking and sounding the same."
Baker-Mosley framed differentiation as a leadership question before it is a marketing one. "If you can't explain why you're different from the rest of the market, why should you be there?" he said, arguing that marketers need to work with product and sales teams to define why a business needs to exist in the market at all, then own how that answer is communicated.
Owning A Position In A Saturated Market
Pulis said BETBY's approach starts with brand values rather than audience size. "You cannot just be overly generic and try to target the entire iGaming audience," he told SBC News. "You need to understand who is the right fit for your brand and product, and then build your communications based on those values."
The roundtable follows two earlier instalments in the SBC News series this month, one on shifting from brand recognition to instant recall and another on the biggest challenges facing B2B marketing, as suppliers compete for attention ahead of the next cycle of industry trade shows.
For operators evaluating suppliers, the panel's shared message was that consistent positioning, not the loudest stand at a conference, is becoming the more reliable signal of a partner built for the long term. Gambling.com tracks how suppliers and operators position themselves across regulated online casino and sports betting markets.
