Part Three
The Data
How close is your team to operating in a Positionless Marketing way today?
We’re experimenting with some Positionless capabilities
We’re moving in that direction
We operate fully in a Positionless way
We still operate in siloed roles and depend heavily on other teams
Of respondents to our survey are at least familiar with the concept of Positionless Marketing
Motti Colman
VP Revenue
Optimove
"The fact that 53% believe they already operate in a fully Positionless way should be encouraging, but it needs to be tested against reality. When we see operators claiming Positionless capabilities yet still taking weeks or months to launch campaigns, or depending heavily on creative, analytics, and engineering teams, it doesn't add up. True Positionless Marketing means any marketer can go from insight to execution independently and instantly. It's not about eliminating specialists. It's about eliminating the dependencies that create bottlenecks.”
Which of the following outcomes would you expect (or are you already realising) from Positionless Marketing?
(Respondents were asked to select all that apply)
Greater team independence
Less reliance on engineers and analysts
Faster campaign execution
More personalisation at scale
Improved testing and optimisation
None of these apply
What opportunities does Positionless marketing present? And what are the challenges of implementation?
We asked respondents to explain in their own words
Opportunities
Challenges
"The ability to connect to various betting audiences without being tied to a fixed brand image.”
“I look forward to partnering our human creators with generative AI and exploring new creative territories entirely.”
“I am excited by the prospect of completely automating our lifecycle marketing, seamlessly moving users from prospect to advocate.”
“Our biggest opportunity is to reframe customer loyalty to be measured by ongoing engagement and not only transactions.”
“I see an opportunity to move personalisation beyond messaging and into the product or service itself.”
“We have seen Increased efficiency in resource allocation by moving budget into the best channels and audiences dynamically.”
“ The big advantage is getting campaigns to market quicker, particularly around big sporting events or breaking news.”
“I am excited by the prospect of completely automating our lifecycle marketing, seamlessly moving users from prospect to advocate.”
"I see an opportunity to move personalisation beyond messaging and into the product or service itself.”
"I see a huge opportunity to create a first-party data asset that would be an extremely valuable strategic asset for the whole company.”
“Our teams are transitioning from reactive to predictive marketing, leveraging AI to find out what customers will need to have discussions that are relevant.”
“We have utilised positionless principles on the intra company communication side, allowing employees to receive relevant information specific to their role.”
“I don't want to lose the watercooler moments that broad mass market campaigns generate for the brand.”
“Maybe our models won't understand the etiquette when talking to different generations; they will simply miss the mark."
“It's going to be hard to isolate and determine the true impact of just one creative component in a multi variant environment.”
“Our strategy consists of data. All our competitors will have access to data and could replicate our approach very quickly.”
“The personalization excitement will go stale and become another marketing noise.”
“We are at risk of brand experience homogenization. If all competitors are using similar algorithms, we have a real potential for lack of true differentiation from others.”
“Systemic bias amplification, where a small, unwitting bias in an early dataset is expanded upon later on to produce biased results.”
“The massive challenge of creating and trusting complex, multi-touch attribution models that accurately measure a fluid strategy is something we find difficult to do.”
“The steep learning curve and lengthy onboarding process for new team members to become productive.”
“One challenge that I am pondering is the major and often unseen energy footprint involved here, this model consumes a lot of compute.”
“A challenge I see is that it's going to be hard to isolate and determine the true impact of just one creative component in a multi variant environment.”
"Complexity in marketing syncing with standards of responsible gambling.”
Gabriela Martins da Silva
Event Director
iGX
"These responses highlight a pivotal moment for iGaming marketing. Positionless Marketing - fluid, data-driven, and adaptive - is moving from theory to strategic imperative. The opportunities are compelling: automating lifecycle campaigns, reframing loyalty around engagement, and extending personalisation into the product experience itself. Teams are using AI to anticipate needs, democratise insights, and even inform live product innovation, blurring the lines between marketing and R&D.
But challenges remain. Risks of brand dilution, technical debt, and homogenisation highlight the need for balance, while steep learning curves and cross-departmental complexity underline the operational demands of this model. For iGaming, where agility and trust are paramount, Positionless Marketing offers a chance to build resilient, ethical, and emotionally intelligent brands. The future won’t be defined by fixed roles but by fluid intelligence, empowered teams, and meaningful engagement."
