Paddy Power’s owner on why effectiveness is as much about making gambling safer as it is delivering business results
Parent company Flutter Entertainment wants to put safer gambling at the core of its business, claims marketing boss Gareth Maritz, as the firm kicks off a transformation agenda.
By Molly Innes
“It’s one of the only industries where we are actively trying not to secure customers.”
The industry in question is gambling, explains marketing director of Flutter Entertainment – the parent company of Paddy Power Betfair – Gareth Maritz.
He joined Flutter last August after a five-year stint at Booking.com in a central role aimed at ensuring best practice is in place across Flutter’s brands including Sky Bet and Tombola, as well as lining up its approach to effectiveness as the business undergoes an overall marketing transformation.
“Effectiveness is as much about safer gambling as it is about delivering against business metrics,” he claims.
For Maritz, the excitement for joining the betting giant was based on how he could help the organisation approach marketing in a “more ethical way” to keep customers safe when using Flutter products. He insists responsibility and safer gambling is “at the forefront of absolutely everything” the business is trying to do.
