32Red: How marketing communications fuelled an online casino's hot streak

Gambling business, 32Red, had an ambitious plan to double UK revenues to £100m in four years. It would involve adding more new customers in three years than it had in the previous 12, as well as growing revenue per player. Via modelling and smart use of data, a new strategy identified high value customers and delivered significant growth in new players through an effective mix of search, TV advertising, sports sponsorship, and content partnerships. The £100m target was reached one year early. 32Red was eventually sold for £176m, four times its valuation at the start of the growth plan.