Virgin Bet, operated by Livescore Group, is poised to establish a foothold in South Africa's lucrative betting market following its launch in March 2025. Leading this initiative is Clare Odgers, who transitioned from her role as head of marketing to general manager. Odgers previously held significant marketing positions at Sportpesa, Sportingbet, and Greatodds, bringing extensive industry experience to her current role.
Odgers emphasizes the importance of marketing, stating, "Many people will echo the sentiment that our business has largely become a marketing business. In iGaming, marketing is crucial to the success or failure of operations. A non-marketing background can hinder investment in this area."
She feels that Virgin Bet requires a leader who is both brand-focused and daring in their strategic approach to harness the brand's early equity.
While Odgers notes that the brand's launch has exceeded initial expectations, she acknowledges that success in South Africa will rest not only on effective marketing but also on product quality. "Your product has to be good enough to retain customers," she pointed out. "For now, the brand will attract South Africans, but being marketing-focused is just one piece of the puzzle. My extensive experience across various operators ensures that I have a strong foundation in compliance, finance, and customer satisfaction."
Odgers highlights that the South African market is open to established brands like Virgin, despite Virgin Bet being relatively unknown at its launch. "Everyone knows Virgin, but Virgin Bet is new here," she explained. "Initially, we conservatively set our targets for the first quarter. However, trusted brands paired with good products encourage South African users to take a chance on newcomers."
When reflecting on her goals for Virgin Bet in the coming year, Odgers focused on market share, a primary goal for emerging operators in South Africa. "I aim for us to be recognized among the top tier-two operators and to build a solid retention base," she stated. "A strong retention rate indicates our product's effectiveness and our commitment to ongoing improvements."
The ongoing World Cup has raised discussions regarding the marketing expenditures of operators. Ed Birkin, Managing Director of H2 Gambling Capital, commented that while some argue the industry overspends on marketing, not doing so could result in lost visibility. Odgers adds that the appropriate marketing strategy depends on the operator's customer demographics, particularly the proportion of casino players.
“I don’t believe a four-week tournament should dictate your entire marketing strategy,” she argued. "While a focus uplift is essential, building a campaign around a short tournament might be shortsighted. Extensive ad frequency during such a brief period can lead to customer burnout, diminishing the ad's long-term effectiveness. Thus, while it’s important to increase acquisition spending temporarily, it shouldn't consume the majority of the annual budget.”
