Midnite strengthens leadership with ex-Sky Bet creative strategist

Midnite has appointed a new Head of Brand Marketing in Andrew Mook, who joins the company at a key moment as it executes its UK disruption mission. 

Mook is extremely experienced in the sector having been Head of Creative Strategy at Sky Bet. He also most recently held the position Head of Marketing Strategy & Planning at Flutter Entertainment, the parent company of Sky Bet.

His experience of Sky Bet and Flutter may prove valuable for Midnite as the firm finds its place in the UK’s competitive betting market, one in which Sky Bet has established itself as one of the clear leaders. Flutter, meanwhile, has emerged as the world’s biggest gaming group, raking in substantial revenue and profits.

Co-Founder of Midnite, Nick Wright, said: “Andrew brings a wealth of experience from some of the biggest names in the industry, but what really stood out was his passion for building bold, creative brands. 

“As we continue to grow, having someone like Andrew to lead our brand marketing efforts is a huge asset.”

The move follows the appointment of Mook’s former Sky Bet colleague Zach Amin as Vice-President of Sportsbook last month.

Disrupting the online gambling scene

Midnite’s sportsbook was launched in 2018 by Wright and Daniel Qu and was designed to ‘shake up’ the UK betting scene. The duo previously developed the daily fantasy sports platform Dribble in collaboration with Sky Bet.

When making its debut, the company aimed to become a challenger sportsbook and casino brand for new iGaming audiences both in the UK and abroad. The venture has now grown to more than 110 staff in the past year.

In recent weeks, the firm announced the completion of a successful Series B funding round, extending its ‘hyper-growth stage’ by raising $10m (£8m) in venture capital.

The appointment also comes during a period of strong growth for Midnite, and not long follows a deal with the 2025 World Snooker Championship and the launch of its first TV advertising campaign: “Done Better!“

Similarly, Midnite has also just partnered with the World Snooker Tour’s (WST) Halo World Championship, which ran from 19 April – 5 May at the Crucible in Sheffield, gaining even further recognition in the sport.

Mook’s experience of the UK sports betting market may come in handy not just as a way for Midnite to stand out from the crowd but also as the company navigates an increasingly tricky regulatory environment, with the relationship between British sports and betting feeling political pressure.