In July 2025, Helen Odgers took on the role of head of marketing at Virgin Bet after a notable career that included senior marketing positions at Sportpesa, Sportingbet, and Greatodds. With Virgin Bet, a brand operated by Livescore Group, set to launch in South Africa this March, Odgers has now advanced to general manager, tasked with establishing the company’s presence in Africa’s largest market.
Odgers believes her marketing background will provide a distinctive edge as she ensures Virgin Bet stands out in a competitive landscape. "I think many people will echo the sentiment that our business has largely become a marketing business," she stated in an interview. She emphasized that effective marketing is crucial for success in iGaming, noting that a lack of marketing experience could impede progress. "I think with a brand like Virgin Bet, you do need someone who's going to be quite brand-focused and a bit more courageous in their strategy to capitalize on that early brand equity," she added.
While Virgin Bet’s initial performance in South Africa has surpassed expectations, Odgers acknowledges that sustainable growth requires more than just marketing prowess. "At some point, obviously, your product has to be good enough to retain customers, but for now, the brand is something that’s going to attract South Africans to us," she said. She reassured that her extensive industry experience and financial acumen would complement her marketing skills. "Yes, marketing is the cornerstone… but I certainly am very compliance, finance, customer satisfaction focused also,” Odgers noted.
Discussing her early perceptions of the South African market, Odgers stated that its receptivity to reputable brands like Virgin presents a significant opportunity. "Everyone knows Virgin, but Virgin Bet is an unknown in South Africa, so we were relatively conservative in our target setting for our first quarter of being operational. But I think that if you go in with a trusted brand and a good product, South Africans in particular are willing to give you a shot," she explained. The prospect of gaining acceptance in a market dominated by established brands excites her, especially when new entrants begin to attract customer attention.
Odgers set clear objectives for Virgin Bet, underlining the importance of market share in the competitive tier-two operator landscape. "Market share is a target for all tier-two operators trying to gain traction," she remarked. She expressed a desire for Virgin Bet to rank among the leading tier-two operators in the market, but also stressed the significance of customer retention. "A healthy retention rate is very important for me as well. That means our product is working, we’re making the right changes and developments to that product,” she added.
The ongoing World Cup has sparked a broader conversation regarding marketing expenditures in the iGaming sector. Ed Birkin, Managing Director of H2 Gambling Capital, highlighted that while some argue the industry overspends on marketing, failing to invest may result in a diminished share of voice.
Odgers concurred to an extent, suggesting that marketing strategies should align with the customer base and its gambling preferences. However, she cautioned against allowing major events like the World Cup to dictate the entire marketing strategy for the year. "I don’t believe in a four-week tournament defining your whole marketing strategy for that year," she explained, suggesting that businesses risks burnout by focusing too heavily on short-term campaigns. "…to create a whole campaign around a four-week tournament… can burn out really fast," she added, highlighting the need for a balanced approach to marketing investment that includes but does not solely focus on significant events.
