Digital Fuel creates new entity for sports, racing and betting

Digital Fuel Marketing has established Digital Fuel Innovations (DFI), a new entity that will focus on content, technology, development, and products for the sports, racing and betting sector. As part of the launch, DFI will manage the relationships between Chroma Sports and wagering operators.

Based in Sydney, and with offices in Melbourne, Hong Kong, London and Brighton, DFI will aim to nurture new online gaming ideas in Australia, and beyond.

DFI offers innovative and bespoke strategies to sports and racing bodies, to achieve international growth, increased domestic revenues and enhance customer experience.

Toby Oddy, Chief Executive and Founder of Digital Fuel, and Edward Beesley, Strategy Consultant and Founder of TSoK Consultancy, will head up the new offshoot business. Both have a wealth of experience in the gaming and betting industry.

Oddy, who has been with Digital Fuel for over three years after holding roles with Coral, Ladbrokes and Mansion, said: “With the Chroma Sports feather in our cap, DFI will quickly become a brand synonymous with excellence in the market, and renowned for its all-important ability to stay ahead of the curve when it comes to the ever-changing and challenging wagering landscape.”

Paddy O’Clery, CEO at Chroma, added: “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.”

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