Odgers has stepped into the role of general manager at Virgin Bet, having previously served as its head of marketing since July 2025. Her new position comes as the Virgin Bet brand, operated by Livescore Group, prepares to launch in South Africa this March. In her new role, Odgers will lead the company’s drive to establish a presence in Africa’s largest market.
With her extensive marketing background from positions at Sportpesa, Sportingbet, and Greatodds, Odgers believes this experience will differentiate both her and Virgin Bet in the competitive landscape. She remarked, “Many people will echo the sentiment that our business has largely become a marketing business. In iGaming as an operator, marketing is a cornerstone to the success or failure of your operations, and oftentimes having a non-marketing background can hold you back from that investment.”
For Virgin Bet to succeed, she emphasizes the importance of maintaining a brand-focused and courageous strategy that leverages the initial brand equity of Virgin.
Odgers acknowledges the early success Virgin Bet has seen, but she is cognizant that sustainable progress will go beyond marketing alone. “At some point, obviously, your product has to be good enough to retain customers,” she said. “For now, the brand is something that’s going to attract South Africans to us. So, being marketing-focused does assist, but that’s just one element.”
Her background also includes knowledge in finance and compliance, allowing her to balance marketing with crucial operational elements.
Discussing the South African market, Odgers expressed her surprise at the positive reception of the Virgin 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 of being operational,” she explained. She remains optimistic because trusted brands can create opportunities even in a crowded market.
Odgers believes that gaining market share is crucial for Virgin Bet as it competes with established operators. While she refrains from specifying exact objectives, she aspires for Virgin Bet to be among the leading tier-two operators soon.
Retention also stands as a key metric for assessing success; Odgers noted, “A healthy retention rate is very important for me as well.” This, she suggests, indicates that the product is resonating with customers and that adjustments are being made based on their needs.
Questions have arisen regarding the costs of marketing campaigns during major sporting events like the World Cup. Ed Birkin, Managing Director of H2 Gambling Capital, noted the risk of losing visibility if marketing spends are reduced. Odgers advocated for a balanced approach, arguing that while marketing during events is important, it shouldn’t solely dictate an operator’s strategy for the entire year. “I don’t really believe in a four-week tournament defining your whole marketing strategy for that year,” she shared. Instead, she suggests that a focused increase in spending during such events can boost marketing without leading to customer fatigue caused by overexposure.
Besides her managerial role, Odgers’s experience in journalism contributes to her comprehensive understanding of the industry, enriching Virgin Bet's approach to customer interaction and branding as they move forward in South Africa.
