Exclusive: Boylesports begins UK push with London office launch

Irish operator Boylesports has recruited ex-Sportingbet head of marketing James Arnold (pictured) to manage a soon-to-be opened office in London as part of its plans for growth in the UK online gambling market.

Led by the newly-appointed CMO Arnold, the team based in Bayswater in west London will act as a “strategic digital marketing hub” for the Dundalk-based bookmaker. The office will officially open on 1 July with six employees initially on board.

Arnold brings with him several former Sportingbet marketing specialists, including bonus optimisation and loyalty manager Neil Wright, and affiliate manager Craig van Flute. Other marketing roles including head of search and further affiliate management positions will also be based in the new London office, with more ex-Sportingbet employees expected to join over the coming weeks.

Boylesports Online CEO Keith O’Loughlin said the office opening is the culmination of 18 months devoted to investing in new product, technology and customer service. “We are now ready to take it to market with the UK as our biggest target,” he said.

Arnold, who joined the operator three weeks ago, is tasked with leading a restructure of Boylesports digital marketing team as well as “driving digital growth”. The appointment of O’Loughlin as online CEO in March 2012 marked a ramp up investment in its digital offering, with several sportsbook, casino and mobile product improvements following since.

“It’s a cliché but this company is really a sleeping giant,” Arnold told eGaming Review this morning. “We have a successful retail business in Ireland but don’t have the same level of brand awareness in the UK. We have set punchy targets [for UK online growth] but they are attainable.”

Before becoming head of marketing for Europe at Sportingbet, Arnold was the operator’s head of acquisition channels. Sportingbet was acquired in a joint takeover by William Hill and GVC for £454m earlier this year.