About Adapt iGaming
Adapt iGaming is a leading B2B service provider specialising in iGaming, sports betting, and digital engagement solutions.
Innovating iGaming Through Technology, Content & Engagement
As part of the Adapt Group, we bring together cutting-edge technology, data-driven marketing, and immersive content experiences to power brands, operators, and affiliates across the global gaming industry.
With a strong foundation in broadcasting, digital marketing, VIP hospitality, and event management, we help our clients enhance user engagement, boost brand visibility, and maximise revenue growth.
Our iGaming Expertise
Digital Marketing
An online presence is key to success in the digital age of today. Our full-service digital marketing offerings are created to suffice your branding needs.
Digital Marketing & Content Creation
- SEO-driven content for iGaming, sports betting, and casino operators.
- Affiliate marketing and partnerships to drive traffic and conversions.
- Influencer-led campaigns for brand trust and audience expansion.
- Engaging video, audio & social media content tailored for sportsbooks and gaming platforms.
Broadcasting & AI-Powered Streaming
- Live streaming of sports and gaming events.
- AI-driven broadcasting for personalised content delivery.
- Betting Radio solutions for in-depth sports coverage.
Hospitality Services
We are experienced providers of hospitality services including: Event Management – VIP Hospitality – Business Clubs
Event Management & VIP Hospitality
- Exclusive VIP experiences for high-value players.
- Corporate events and brand activations.
- Sports sponsorship & fan zone experiences that engage audiences.
Creative & Branding Solutions
- UI/UX design, CGI, and branding for gaming platforms.
- Social Media design templates
- Website design & build
- UX & UI design
- Printed materials including brochures, and stationery
- Event materials and branded merchandise
- Exhibition stand design
- Event signage
Marketing & Partnerships
Our array of marketing and partnership services help to boost your reputation and visibility and bring significant growth.
Affiliate & Partner Marketing
- Global affiliate network development for increased acquisition.
- Integrated sportsbook and casino promotions for high conversion.
Trusted by the Best in iGaming
We work with top-tier operators, gaming brands, and media platforms, delivering tailored solutions that drive engagement and revenue. Our expertise extends across betting technology, audience growth, sponsorships, and digital engagement.
Why Adapt iGaming?
Deep industry expertise
Decades of experience across iGaming, sports betting & digital media.
Data-driven approach
SEO, analytics, and AI-powered marketing strategies.
End-to-end solutions
From content creation to VIP hospitality and live broadcasting.
Trusted by global brands
Partnerships with tier-one operators and affiliates.
Ready to level up your iGaming business? Contact us today to discuss how we can help.
Meet The Team
At Adapt iGaming, our leadership team combines decades of expertise in iGaming, sports betting, digital marketing, and creative strategy. We are dedicated to delivering cutting-edge marketing, sponsorship, and content solutions that drive engagement, audience growth, and revenue for gaming brands, operators, and affiliates worldwide.
Andy Kayley
CEO & Strategic Visionary
Andy Kayley is a leading figure in iGaming, sports betting, and digital marketing, with a track record of delivering high-impact marketing strategies, sponsorships, and affiliate campaigns. His experience spans some of the biggest names in the industry, including Entain (Ladbrokes), Betdaq, The Tote, 188BET, Genting Casino, and Novibet.
Key Achievements & Industry Leadership:
- World Marketing Globe Award Winner – Recognized for executing a global sports campaign for Procter & Gamble, setting new benchmarks in audience engagement.
- Affiliate & Sports Betting Innovation – Founder of EPL Bets, a sports prediction and betting content platform, designed to enhance user engagement, retention, and brand conversions.
- Strategic iGaming Marketing & Sponsorships – Led multi-million-pound campaigns for 188BET, including brand sponsorships and sports activations for Wigan Warriors, Chester Cup, Durham CCC, and ECB internationals.
- Brand & Digital Growth – Oversees affiliate partnerships, sportsbook engagement strategies, and high-value content marketing for gaming brands worldwide.
- Global Brand Portfolio – Worked with Nestlé, O2, SKY, Panasonic, Sony, Nokia, RBS, and P&G, applying cutting-edge marketing insights across multiple industries.
Andy’s deep industry knowledge and marketing acumen continue to drive Adapt iGaming as a leading B2B gaming solutions provider.
Andy Docherty
Creative Director & Brand Innovator
Andy Docherty is an award-winning educator, designer and creative director, bringing over 30 years of expertise in branding, digital design, and sports marketing. His career spans global agencies like Saatchi & Saatchi, Wolff Olins, McCann Erickson, and Fitch RS, where he developed high-impact campaigns for brands like Virgin Atlantic, Coca-Cola, Barclays, and BMW.
Key Achievements & Industry Leadership:
- Brand & UI/UX Design – Specialises in sports betting UX, mobile gaming design, and high-impact branding for iGaming platforms.
- Digital Content & Immersive Engagement – Leads the development of interactive campaigns, virtual experiences, and fan engagement solutions for gaming operators.
- Education & Industry Influence – Former Curriculum Leader for BA (Hons) Graphic Design, training award-winning designers recognised by RSA and D&AD.
- Sports & Gaming Creative Solutions – Works with gaming platforms, sportsbooks, and entertainment brands to deliver compelling marketing assets and brand narratives.
Andy’s strategic approach to branding and digital storytelling ensures Adapt iGaming remains at the forefront of industry innovation.
Barry Higson
Head of Sponsorship & Partnerships
Barry Higson is a commercially driven leader with deep expertise across sports sponsorship, iGaming partnerships, sports betting and media rights. With a proven ability to drive revenue, shape brand activations, and deliver measurable ROI, he brings strategic insight to every level of the commercial lifecycle.
He has held senior roles at leading organisations including Charlton Athletic, Platform Media, Low6, The Jockey Club and IMG. Across these roles, Barry led the development of innovative sponsorship ecosystems, high-impact partnership campaigns, and hospitality strategies tailored to modern betting and entertainment audiences.
With a strong network in the global sports and gaming sector, Barry specialises in aligning brand objectives with commercial value — from negotiating multi-vertical campaigns to launching new revenue channels within betting and iGaming. His collaborative style, backed by a data-informed approach, ensures partners unlock long-term growth.
At Adapt iGaming, Barry leads our sponsorship and partnerships strategy across all services — delivering brand-first activations for sportsbooks, leagues, platforms, and content partners.
Simon Wilkes
Betting content and audience growth strategy
Simon is an accomplished digital project manager and senior leader with over 25 years’ experience in sports betting, content strategy, audience growth and SEO.
He has a solid background developed in sports journalism and betting, working for Sky Sports & SkyBet, Racing and Sports, PlanetSportBet, TEAMtalk Media Group, 365 Media Group, Planet Sport Group and Press Association Sport.
Simon is a confident and positive operations manager with proven ability of adapting betting content within a fast-moving and evolving digital media landscape.
Key Achievements & Industry Leadership:
He worked for Sky Sports and Sky Bet in a Production Editor role from 2014-2016, overseeing news and betting content production on sites, social channels and short-form video platforms.
Simon was Head of Content for Planet Sport Group’s Partner Media division from July 2022-July 2024, overseeing the strategic planning and launch of PlanetSport.com as a betting brand focused on UK and US markets.
He managed the project to build a Content Management System and website for SABC Sport, as well as defining an editorial strategy for SABC Sport’s content creators.
Simon was Head of Publishing from Jan 2016-July 2022, running the editorial teams behind TEAMtalk, Football365, Planet F1, Planet Football, Planet Rugby, Love Rugby League, Tennis365, Cricket365 and Golf365 (growing a combined audience of 20 million unique users).
But betting courses through his veins having worked with Sporting Life, UK Betting, Betsafe, Bet Victor, Sky Bet, Paddy Power and other bookmakers throughout his career.
Leading the Future of iGaming & Betting Innovation
With a world-class team of digital marketers, content strategists, and creative designers, Adapt iGaming helps brands, operators, and affiliates scale their audience, drive conversions, and deliver exceptional user experiences.
Ready to boost your iGaming Services?
Contact us today to discuss your needs. Our experienced iGaming team will help you to find the best range of options for you and your brand.
