Digital Fuel innovations to focus on igniting the gambling sector

Monday 31st of October 2016

Digital Fuel Marketing Ltd announced today that the Sydney-based company has established an exciting offshoot of the digital marketing agency, Digital Fuel Innovations, that will focus on content, new technology, development, and products aimed at invigorating the sports, racing and betting sector.

The joint venture brings together former colleagues and founding partners CEO Toby Oddy (Digital Fuel), and Strategy Director Edward Beesley (TSoK Consultancy Ltd) to form a company that will drive disruptive innovations and unique consumer-facing solutions in the competitive gaming and wagering industry.

The collaboration will capitalise on Oddy and Beesley’s combined decades of experience within the global gambling sector, with a shared mission to bring new products to life, and to nurture and deliver inspiring iGaming ideas in Australia and beyond.

Oddy stated today that right out of the gate Digital Fuel Innovations has secured an exclusive partnership with top-tier provider of cutting-edge digital sports products, Chroma Sports, in the Australian wagering space.

Oddy commented, “Ed and I are stoked to have found a compelling reason to work together again with a passion for technology and sport in common; we’re both highly motivated and keen to put DFI on the map as a digital innovator offering bespoke strategies that maximise our clients’ full potential.”

“With the Chroma Sports feather in our cap, DFI will quickly become a brand synonymous with excellence in the market, renowned for our all-important ability to stay ahead of the curve when it comes to the ever-changing and challenging wagering landscape. We’re thrilled to have the opportunity with the crew at Chroma, and we look forward to kicking the partnership into high gear.”

At launch, the new venture will see DFI sell into and manage the relationships between Chroma Sports and wagering operators.

Paddy O' Clery, CEO of Chroma Sports expressed his excitement with the new venture, "As a digital sports product business, Chroma are delighted to be partnering with the industry expertise and insights of Digital Fuel Innovations. Placing Chroma's great sports engagement products, digital platforms and services in front of the right people is crucial. Working with Digital Fuel Innovations we will not only make the right connections, we will also be able to utilise their unparalleled experience within the gaming sector, from strategic planning and commercial insight to activation and marketing skills."

Edward Beesley added that "Toby and I have both worked for and with Betting Operators for a good number of years, and with our new venture Digital Fuel Innovations are well-positioned to drive fresh ideas and products with partners such as Chroma Sports into new territories."

Digital Fuel Innovations will be in attendance at ICE in London in February 2017.

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