Part Three
Positionless Marketing: A New Model for Agility
As iGaming marketers push to overcome the persistent barriers of slow execution and heavy dependencies, attention is turning towards new operating models. One concept in particular has started to capture the industry’s imagination - Positionless Marketing.
Positionless Marketing frees marketing teams from the limitations of fixed roles, giving every marketer the power to execute any marketing task instantly and independently.
Our survey shows Positionless Marketing is already moving from theory to practice. Almost half of our respondents (45%) are experimenting with positionless capabilities, while 41% said they are moving in that direction. Only 13% described themselves as fully positionless today, and just 1% said they still depend on heavily siloed roles.
The appeal is easy to see. Nine in ten (91%) expect Positionless Marketing to deliver greater team independence, while 62% anticipate less reliance on engineers and analysts, and 61% believe it will enable faster campaign execution. For more than half (51%), the promise lies in more personalisation at scale, and 30% see it as a route to better testing and optimisation.
The open-ended responses bring these expectations to life. Some describe Positionless Marketing as a way to react faster to live sporting events, compress campaign cycles, and expand personalisation into the product experience itself. Others see opportunities to build first-party data assets, break out of repetitive campaign structures, or reframe loyalty around engagement rather than transactions.
But optimism was matched by caution. Respondents worried about “losing the intangible soul of the brand” if execution becomes too fragmented, or about the difficulty of staying compliant across multiple jurisdictions. Technical risks such as accumulating system debt or the challenge of measuring ROI in fluid environments were also raised, alongside cultural concerns about homogenisation if competitors rely on similar AI models.
Together, these insights suggest that Positionless Marketing is less about removing structure altogether than about reinventing it. For operators, the challenge will be building systems that empower marketers to act quickly and independently, while still safeguarding compliance, customer trust, and the integrity of the brand.
“Nearly half of operators (45%) are already deploying Positionless Marketing and another 41% are on the way, because the promise is clear: operators say it delivers greater team independence (91%), less reliance on engineers and analysts (62%), and faster execution (61%), with personalization at scale for over half (51%). Positionless Marketing isn’t about removing structure; it’s giving every marketer data, creative, and optimization power to execute any marketing task instantly and independently while safeguarding compliance, trust, and the brand.”
Pini Yakuel CEO & Founder Optimove
Inside Positionless Marketing
Positionless Marketing is an emerging model where marketers can take a campaign from start to finish — building audiences, creating assets, executing across channels, and optimising performance — without relying on other departments. By removing silos and equipping individuals with the right tools, it enables faster execution, greater independence, and more agile marketing at scale.
Could Positionless Marketing become the new standard for how marketing teams operate within the next five years? Watch this interview with the CEO of Optimove to find out.
