Claire Odgers has moved into the role of general manager at Virgin Bet after previously holding senior marketing positions at Sportpesa, Sportingbet, and Greatodds. She transitioned to Virgin Bet, part of the Livescore Group, in July 2025, stepping into her new position as the brand prepares to launch in South Africa, which is set for March this year.
Odgers' marketing expertise, she believes, provides a firm foundation as she aims to establish Virgin Bet in Africa's largest market. "Many people will echo the sentiment that our business has largely become a marketing business," she remarked in an interview. "In iGaming as an operator, marketing is a core element that significantly influences the success or failure of operations. A background in marketing is crucial for making necessary investments."
Recognizing the significance of brand strategy, she asserts that Virgin Bet needs leadership that prioritizes its brand image and is willing to take bold steps to leverage its initial brand recognition.
While acknowledging the positive reception Virgin Bet has received in South Africa so far, Odgers emphasizes that sustainable growth will rely on more than just marketing. "At some point, obviously, your product has to be good enough to retain customers," she stated. "Initially, the brand will attract South African users, but it is just one piece of the puzzle. I've been in this industry long enough to have a solid financial background and product-focused experience. So yes, effective marketing is critical, but my focus also extends to compliance, finance, and customer satisfaction."
Odgers noted that the South African market has been open to new operators, particularly those associated with well-known brands. She expressed initial skepticism about Virgin Bet's chances due to it being a new brand. "Everyone knows Virgin, but Virgin Bet is relatively unknown in South Africa," she explained, adding that this warranted a cautious approach to their initial objectives.
However, she finds encouragement in the fact that South African consumers are willing to explore new offerings from trusted brands. "It’s thrilling to see players saying, 'I’ll give you a try,' amidst a market filled with established competitors with significant brand equity."
When discussing what success would look like for Virgin Bet in its first year, Odgers pointed to market share as a key indicator, though she refrained from setting specific numerical goals. "Market share is a target for all tier-two operators in South Africa as they vie for dominance. We aim to position ourselves among the top tier-two operators, and from there, we can advance further."
Additionally, retention rates are crucial to her vision of success. "A high retention rate is a strong indicator that our product resonates with customers, and it suggests we are making the right enhancements."
As the World Cup approaches, the topic of marketing spend during significant sporting events has come to the forefront. According to Ed Birkin, the Managing Director of H2 Gambling Capital, while there is a debate around excessive marketing expenditure, neglecting this area can lead to operators losing visibility in a competitive marketplace.
Odgers argues that an operator's marketing strategy should be tailored to its customer base's needs and should not be overly reliant on major events like the World Cup. "I don’t believe a four-week tournament should dictate your entire marketing strategy for the year. An uptick in focus is certainly warranted, but building a whole campaign around such a brief period can be shortsighted. It risks burning out your audience quickly, particularly if significant resources are allocated to advertising within a short time frame. This can lead to ad fatigue that diminishes long-term equity". She stressed the need for a balanced approach, allowing for increased spending without overshadowing the rest of the marketing plan.
