Odgers, who previously took on senior marketing roles at companies such as Sportpesa, Sportingbet, and Greatodds, assumed the position of head of marketing at Virgin Bet in July 2025. With the brand, operated by the Livescore Group, launching its operations in South Africa this March, she has advanced to the role of general manager, tasked with establishing Virgin Bet's presence in the continent's largest market.
Her unique marketing background gives her a distinct advantage, and she believes it will differentiate her leadership and Virgin Bet in the competitive iGaming landscape. "Many people will echo the sentiment that our business has largely become a marketing business," Odgers explained in an interview with iGB. "In iGaming as an operator, marketing is a cornerstone to the success or failure of your operations. Having a non-marketing background can hold you back from that investment."
Odgers stressed the need for a strong brand focus, especially for a name like Virgin Bet that aims to leverage existing brand equity. "You need someone who’s going to be quite brand focused and a bit more courageous in their strategy," she added.
While she acknowledged that Virgin Bet’s initial phase has exceeded expectations, Odgers emphasized the importance of product quality for long-term customer retention. "At some point, your product has to be good enough to retain customers," she noted. For Virgin Bet, she sees branding as a key factor in attracting South African clientele, which is particularly receptive to recognized brands.
Odgers reflected on her initial concerns regarding entering a market with a new brand. "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. But I think that with a trusted brand and a good product, South Africans are willing to give you a shot. That's really exciting in a market saturated with established names."
When discussing her goals for the following year, Odgers pointed out the importance of capturing market share, emphasizing this as a key focus for tier-two operators. "Market share is really important for us. We’d love to reach a point where we’re in the top percentage of tier-two operators and continue from there. Building a solid retention base is also crucial, as it indicates our product is functioning well. A healthy retention rate is vital."
As the ongoing World Cup prompts discussions about marketing expenditures, Odgers shared her perspective on spending linked to major events. Although she agrees with Ed Birkin, Managing Director of H2 Gambling Capital, that excessive marketing can dilute effectiveness, she recognized that investments should be aligned with customer demographics.
"I don’t believe in a four-week tournament dictating your whole marketing strategy for the year," Odgers stated. "Sure, you should focus more during that time, but creating an entire campaign around a short event could be short-sighted. If you oversaturate the market with ads, customer fatigue sets in quickly, which could diminish returns.
"You may end up having to repurpose that creative for a longer season, leaving customers exhausted from seeing the same content repeatedly. Instead, a lift in acquisition spending for key events could be the right approach.
Kyle Goldsmith currently serves in a reporting capacity, having joined Clarion in December 2023 after transitioning from sports journalism. He later became a senior reporter focused on the Latin American market with iGB.
