Elen Barber Announced as Super Group’s New Chief Marketing Officer

Super Group, the operator of Betway, has announced the appointment of Elen Barber as its new Chief Marketing Officer (CMO).

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Barber, who used to work for the Kindred Group, will assume the new role immediately and be based in London. She has spent more than 13 years with Kindred where she held a number of senior marketing-related positions including director of branding marketing, head of affiliates, and most recently CMO before leaving the company in September 2023. Barber announced her new job at Super Group on LinkedIn.

I’m excited to share some news – I’m starting a new position as CMO at Super Group. I am thrilled to join this innovative team and looking forward to the exciting challenges ahead.

Elen BarberSuper Group CMO

Joining after a Record-Breaking 2023

Barber is joining Super Group following a record year for the company. In 2023, it generated €1.4 billion revenue, setting a new record. It also exceeded the company’s guidance of €1.35 billion and was an 11% increase from 2022’s €1.3 billion. Despite this, Super Group did see a huge 92.2% drop in profit before tax to €16.8 million due to non-cash charges of €64.6 million.

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A large part of this, €28.6 million, was the acquisition of Digital Gaming Corporation (DGC), an online sports betting and iGaming company, in January 2023. However, the acquisition allowed Super Group to expand to the US market at the start of 2024.

Super Group’s operational EBITDA fell to €197.3 million from €208.5 million in 2023 while unrestricted cash dropped €12.9 million to €241.9 million due to the aforementioned acquisition.

DGC B2B Assets Sold to Games Global

Before publishing its results, Super Group announced that it had sold DGC’s B2B assets to Games Global. The transaction was completed in February but financial terms were not published.

DGC’s B2B services can be found in a number of US states including Louisiana, Ohio, Virginia, Indiana, Colorado, Arizona, New Jersey, Iowa, and Pennsylvania. According to Super Group’s CEO, Neal Menashe, the sale was carried out in order to allow the company to focus on its global B2C growth.


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