Gamesys appoints global director of brands
Former O2 Telefonica and Moneysupermarket director Paul Troy takes responsibility for international marketing strategy
Gamesys has appointed former O2 Telefonica and Moneysupermarket director Paul Troy as its global director of brands, as it looks to develop an international marketing strategy for its broad gaming portfolio.
Troy will oversee Gamesys’ entire range of brands, including Jackpotjoy, Heart Bingo, CaesarsCasino.com and Virgin Games.
He joins the London-based operator after a year at telecoms firm O2 where he was responsible for leading marketing and consumer strategy teams across brand and commercial, which included the recent ‘Be More’ campaign.
Prior to that he spent two years at MoneySupermarket as consumer marketing director, and more than five years as global head of advertising and content at Barclaycard. He also held branding roles at Cadbury, BskyB and Lloyds TSB.
Troy’s appointment comes just two months after Gamesys’ launched its first egaming product in the US market, in conjunction with New Jersey casino Tropicana.
It has UK, Spain and Italian-facing sites under various brands and is expected to release its first real-money poker product in the coming months, initially in New Jersey.
Troy told eGaming Review his role would see marketing a marketing startegy designed to take Gamesys “to the next level”. “Gamesys is a company at the stage where professional brand expertise will help it reach the next stage in global expansion, so my appointment is timely in that sense,” he said.
Harnessing the powerful Virgin Games brand, acquired for £9m in January 2013, is likely to be a key focus.
Gamesys took greater control over the brand immediately following the buyout by reducing the number of suppliers on the site to just its own in-house games and those of IGT.
It has since launched a Virgin Casino brand in New Jersey and many expect the imminent poker launch to also fall under the Virgin brand.
“Expanding the Virgin brand is an exciting opportunity and gives us real leverage on a global level, including the US market,” Troy added. “Gamesys sees itself as an entertainment business and Virgin can also help achieve that.”