Behind the Scenes at Perform Group – Part Two: Marketing

Behind the Scenes at Perform Group – Part Two: Marketing

Thursday, January 15, 2015

Name: Simon Banoub

Role: B2B marketing director, Perform Group

Likes: Middlesbrough FC, Farsley AFC, Twitter (@banouby)

Perform Group has expanded considerably since it was established in 2007 following the merger of Premium TV, a provider of web and mobile solutions to the sports sector, and Inform Group, a digital sports-rights agency.

Through multiple acquisitions and a 2011 stock market flotation, the company’s operations have mushroomed from its initial UK base to incorporate offices in 18 countries worldwide.

Life moves pretty fast. But despite this, Feltham-based Perform has been able to retain its focus on various sectors, including betting and gaming (B&G), to become one of the industry’s major players through its data services and products such as Watch&Bet.

“The betting industry is a fast moving, competitive and exciting place in which to operate,” Simon Banoub, Perform’s B2B marketing director, told TotallyGaming.com.

“The key issue around the marketing of Perform’s betting products is that we always try to highlight our understanding of our clients’ challenges.

“Part of my remit in my role is to lead the marketing of our products and services into the betting industry. This is done via the main Perform brand as well as some of our wholly owned sub-brands such as RunningBall and Watch&Bet.

“Our product set has been designed with the clients in mind, and we innovate and develop everything we do in response to the issues faced by them. This could be the increased demand for more granular data from which to create and settle markets, or it could be the need to have that information more quickly, or in a different format.

Perform's headquarters in Feltham, UK. The company also has UK offices in central London and Leeds.

“Our clients could be looking for more events to offer in response to demand from their own customer base, and we need to be ahead of the curve on anticipating and satisfying that kind of demand," Banoub added.

“Then, once you have tailored your marketing message to ensure the product set is communicated clearly, it is important to highlight the company’s track record in delivering on its promises – across a number of years, hundreds of client activations and multiple countries across the world.”

Perform will once again be at ICE Totally Gaming next month (S1-340), where the company will be looking to engage with existing and future clients by learning about their latest challenges and issues and looking to provide the necessary solutions.

In terms of the future direction of Perform’s work in the sector, the ability to pivot in response to new trends will be crucial, as will leveraging the company’s considerable strength across different service areas.

RunningBall and Perform has had a presence at many major industry events, including EiG here.

“The core markets of video and data will obviously continue to be important, and Watch&Bet and RunningBall will continue to be key brands for us in this sector,” Banoub said. “We’ll develop the proposition by continuing to expand the number of events we offer, as well as increasing the number of sports we offer.

“On a new product level, we’ll be concentrating on bringing together the strengths of the wider Perform Group by combining offerings from RunningBall, Opta and Watch&Bet in things like the new retail product launched in 2014 and the new Content Scoreboard.

“On a more macro level, the move to mobile first is continuing to grow at pace, and the betting industry is at the forefront of that. That means knock-on challenges for all of the suppliers into that market, and it is something we’ve been gearing up to for a long time at Perform.”

For more information about ICE Totally Gaming, visit www.icetotallygaming.com.

To read 'Behind the Scenes at Perform Group - Part One: Technology', click here.

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