The Commercial department is structured respectively by native market teams, regional teams, and brand teams. The brand teams consist of marketing, sportsbook and casino operations. They provide campaigns to create attention to get our customers engaged in our brands. To support the regional commercial teams, we have a central marketing function, with experts for each different marketing channel or area. They are responsible for the governance of the marketing investment centrally, ensuring that most optimal decisions are made in the native markets on a case by case basis.
The Commercial department is responsible for driving commercial value to the group and is responsible for the acquisition of new high-value players, customer activity, revenue generation and profit and loss management of our brands. It also works with competitor insight, our brands’ public relations and social media strategies.
We also have what we call a central commercial area which is more focused on analytics, comprising of customer and competitor research, CRM and website optimisation. We have channel optimisation to support each country team in whatever they invest in, to ensure they have the best marketing mix and the tools to provide the best user experience.