As the year concludes, so does the inaugural season of *Footprints in the Market*.
Throughout the past seven episodes, Sharon McFarlane, Managing Director of Digital Footprints, has conversed with some of the top marketing experts in the igaming field. In the final episode, she reflects on key insights gained during the series.
### Avoid Overcommitting
In episode two, Dan Shannon, Head of Affiliate Marketing & SEO at CBS Global, highlighted the importance for new operators to initially focus on two or three geographical areas. Establishing a strong presence in these regions should precede any plans for expansion.
McFarlane concurred: “From our agency experience, we’ve seen clients, both affiliates and operators, who aim too broadly with their geo-targeting endeavors. The primary task is to manage expectations, considering the extensive work involved in each target area. Planning must be thorough to ensure resources are appropriately allocated, and often, critical details are overlooked.”
She added, “Many are eager to jump on emerging trends and match the pace of competitors. However, pursuing too many goals simultaneously can lead to underperformance across newly targeted markets.”
### Changing Negative Perceptions
As the series progressed, Niamh Gallagher, Marketing Manager at Mindway AI, discussed the industry’s responsibility to inform the public about industry regulations and advertising restrictions.
McFarlane elaborated: “There’s a significant need to educate the public about industry efforts and safer gambling initiatives. Greater involvement from affiliates and operators in disseminating these messages could reshape narratives and diminish negative connotations associated with online gambling, fostering more productive partnerships.”
### Kindred’s Sponsorship Approach
Ultimately, McFarlane connected with Adam Gaskell, Kindred Group’s Head of UK Marketing. Gaskell detailed the company’s efforts to promote its Zero% mission through partnerships with teams such as Rangers and Middlesbrough.
Gaskell stated, “I feel we’ve made substantial progress. A portion of our advertising, around 25-30%, focuses on promoting safer gaming tools and our zero per cent mission. It’s crucial to ensure that our advertising effectively communicates safer gambling practices.”
McFarlane emphasized the importance of authentic collaborations in sponsorships, stating, “True partnerships yield greater success by striving for shared goals, not just serving as a superficial sponsorship.”
To watch the full episode, click [here](https://www.youtube.com/watch?v=aYFd_CTemfw). To catch up on any missed episodes from the series, click [here](https://www.youtube.com/watch?v=EoEhVUlZoJ4&list=PLGyhSXElwWliojWpeNNIrKSCaVPZqPYzq&pp=gAQB).