Digital Fuel forms betting-focused division

Australia-based agency Digital Fuel Marketing has established a new entity that will focus on content, new technology, development, and products for the sports, racing and betting sector.

Digital Fuel Innovations (DFI) will aim to nurture new online gaming ideas in Australia, as well as further afield.

Toby Oddy, chief executive and founder of Digital Fuel, and Edward Beesley, strategy consultant and founder of TSoK Consultancy, both of whom have a wealth of experience in the gaming and wagering industry, will head up the new offshoot business.

As part of the new launch, DFI sell into and manage the relationships between Chroma Sports and wagering operators.

“With the Chroma Sports feather in our cap, DFI will quickly become a brand synonymous with excellence in the market, renowned for our all-important ability to stay ahead of the curve when it comes to the ever-changing and challenging wagering landscape,” Oddy said.

Paddy O’ Clery, chief executive of 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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