We have implemented a strategic framework with a clear vision of what success looks like and the strategy to get there. We have translated this into a Value Creation Plan, where we are focused on driving high return on equity from sustainable profitable growth.
Our vision
Make life more interesting
Our goals
Increase
player
days
Promote
positive
play
Improve
colleague satisfaction
Achieve
medium-term financial targets
Our mission
To delight players with world-class
betting & gaming experiences
Our Group Customer Value Proposition
Being easier to use than the competition
Living our brand values across all interactions
Offering personalised value
Being famous for doing the right thing
Our competitive advantages
Operational excellence driven by data insights and intelligent automation
A winning culture unleashing colleagues’ full potential
Leading distinct brands and products tuned to our customers
Strategic initiatives (SIs)
01Brand |
02Customer |
03Winning |
04ESG |
05Product and |
06Operations |
Our approach
The strategy to deliver our Value Creation Plan is centred on strengthening the Group’s core capabilities and competitive advantages to create a scalable platform for profitable growth while being laser focused on our Customer Value Proposition.
This will comprise three key components:
Operational excellence driven by data insights and intelligent automation
This allows us to build scalability to drive operating leverage, ensure consistent execution, deliver high quality outcomes for customers, and unlock new opportunities for efficiency.
A winning culture, unleashing colleagues’ full potential
Our success is driven by our people, and we are committed to fostering a culture that empowers our colleagues to unleash their full potential and contribute to our collective success.
Leading distinct brands and products tuned to our customers
This allows us to cut through a cluttered marketplace with attractive propositions, recognisable and distinctive brand identities and a clear understanding of target customers in a brand portfolio.
Strategic initiatives
In order to turn our strategy into tangible actions and drive execution and value creation we have created six strategic initiatives, which provide the roadmap for delivering our value creation plan:
Strategic initiative 1: Customer Value Propositions
Continuously differentiating our strong betting and gaming brands and defining how we will win in the competitive markets where we operate by constantly addressing our core customers’ needs.
Strategic initiative 2: Customer Lifecycle Management
Leveraging data, AI, and intelligent automation to build a truly world-class, future-proof, automated CLCM process across every element of our customer journey to maximise value and drive sustainable growth.
Strategic initiative 3: Winning organisation
One Company with a shared culture that empowers everyone in the business and helps us to attract and retain the best talent to power our value creation journey.
Strategic initiative 4: ESG
Integrating environmental, social, and governance principles into our core operations to ensure sustainable long-term value creation.
Strategic initiative 5: Product and Technology foundation
Delivering significant ongoing product improvements alongside managing the ongoing integration and modernisation of the in-house platform.
Strategic initiative 6: Operations 2.0
Focused on leveraging the advancements in AI and automation technologies to drive a step-change in efficiency, effectiveness, and scalability fuelled by data.
Clear Market Focus
While the global long-term opportunity is substantial, in today’s regulatory and competitive environment, it is more important than ever that we are laser focused on which markets we invest in to generate superior returns.
So, early in 2024 we simplified our market archetypes into two categories: Core Markets and Optimise Markets.
Core markets: UK, Italy, Spain, Romania, and Denmark
Market dynamics:
We have market leading scale, leading brands, and deep consumer insight that underpins our plans for sustainable profitable growth.
Each of these end markets boasts attractive long-term growth potential, high barriers to entry, and established regulatory frameworks.
Opportunity:
We will continue to leverage our local expertise and diverse brand portfolio to increase market share, target podium positions and drive sustainable profitable growth.
Optimise markets: All other markets
Market dynamics:
These are all other markets where we do not have significant local scale.
Some of these markets could become Core Markets over time if we see a route to sustainable, profitable, leading positions.
Opportunity:
We will focus on maximising cash flow and value generation. This could include market exits, combinations to create Core Markets, or streamlining the operations to drive profitability.
Our market strategy ensures that we invest company resources where we have the highest risk adjusted returns, prioritising investment in our Core Markets.
Players, People, Planet
Our strategic framework is underpinned by robust corporate governance and our clear ESG framework. We are focused on building a sustainable business for the future built on three pillars: players, people, and planet.
Why Invest
- High return on equity enhanced by reducing leverage
- Strengthening core capabilities to execute strategy
- Laser focused on building sustainable market leading positions in selected markets
