Operator talk: Trust at core of Pinnacle plan

Operator talk: Trust at core of Pinnacle plan

Thursday, November 5, 2015 Totally Gaming
New marketing chief Harry Lang will push existing principles

Pinnacle Sports’ new marketing director, Harry Lang, has described his move to the online bookmaker as a “once-in-a-career opportunity”.

The former Mecca Bingo head of digital marketing is tasked with propelling even greater success for the company, which was formed in 1998 and now operates in more than 200 countries.

Lang, also formerly the head of games marketing (casino/bingo) at Bwin.party, joins Pinnacle at an interesting juncture, with entrepreneur and Touchbet owner Magnus Hedman having become its majority shareholder earlier this year.

The firm has also gained a gaming licence in Malta and is forging a reputation as a leader in e-sports, however Lang believes that its key drivers are expertise and customer relations. He also told TotallyGaming.com that, unlike many of its rivals according to a series of reports in recent months, Pinnacle embraces successful punters. 

“Pinnacle Sports is truly the knowledge leader when it comes to sports betting and a brand that most serious sports bettors know and respect,” said Lang.

“Betting with Pinnacle Sports should be a ‘no brainer’ for anyone serious about sport betting. We have the lowest margins, the best odds and unlike some of our competitors we welcome winners with open arms, so really our task is to get those USPs in front of as many eyeballs as possible in the markets we operate in.

“Now we have the opportunity to spread our attributes to a wider audience. It was a once-in-a-career opportunity to take on this challenge.”

Pinnacle already has a clear strategy that might raise eyebrows for some. It says that it is “arbitrage friendly” and claims to offer the “highest maximum bet limits online” as well as devoting a section of its website to education and betting strategies.

Lang believes that the key focus of his role is to make sure that existing and potential customers are well aware of the reasons why Pinnacle should be considered different to its rivals. 

He said: “My approach to delivering strong marketing strategy always shares some common traits – look for the key attributes of the brand, find out what the customers want then give it to them in the most engaging and intuitive way possible. Then I’d look to optimise and repeat through the year and we should end up with lower CPAs and higher lifetime player values.”

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