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Smart Play Advisors strives to empower gaming operators to achieve sustainable growth and success in the dynamic online gaming market through innovative marketing solutions and expert guidance.  

Our Journey

Your iGaming Growth Partner, Backed by Decades of Experience

Smart Play Advisors was founded on a shared vision: to empower iGaming operators with the knowledge, strategies, and support they need to thrive. Our journey began with a group of seasoned gaming professionals who recognized the immense potential of the online gambling market. With decades of combined experience in sports betting, horse racing, and casino operations, we set out to build a company that could bridge the gap between traditional gaming expertise and cutting-edge digital marketing. 

Let's Talk Strategy
Our Mission: Empowering iGaming Success

Smart Play Advisors is your strategic partner in the dynamic world of iGaming. With over 60 years of combined experience in gaming, sports betting, horse racing, and casino operations, we understand the unique challenges and opportunities that operators face. Our team of seasoned digital marketing professionals is dedicated to delivering expert, adaptable, and performance-driven solutions, tailored to your specific needs. 

Whether you're a new entrant looking to launch your online platform or an established operator aiming to expand your reach, we have the expertise and resources to help you succeed. As a US-based firm, we possess an in-depth understanding of the American market and regulatory landscape, ensuring your marketing efforts are compliant and effective.

Values

  • Expertise: We leverage our deep industry knowledge and experience to deliver results-driven strategies.

  • Adaptability: We understand that every operator is unique, and we tailor our solutions to meet your specific needs and goals.

  • Performance: We're committed to delivering measurable results that drive growth and maximize your ROI.

  • Integrity: We conduct our business with the highest ethical standards, ensuring transparency and trust in all our interactions.

  • Collaboration: We believe in building strong partnerships with our clients, working together to achieve mutual success.

    • Meet the Seasoned Professionals Driving iGaming Growth

    The Experts Behind Your Success

    Introduce key team members with their photos, titles, and brief bios highlighting their expertise and experience in the iGaming industry. Emphasize their passion for helping clients succeed.

    Ian Williams

    Partner

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    Sally Davies

    Partner

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    Will Griffiths

    Partner

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    Matt Taylor

    Partner

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    Our Culture

    At Smart Play Advisors, we foster a culture of collaboration, innovation, and continuous learning. We believe in empowering our team members to reach their full potential and providing them with the resources they need to excel. We value diversity, creativity, and a passion for the iGaming industry.

    We believe that a positive and supportive work environment fosters creativity, productivity, and overall well-being. Our culture is a reflection of our values and our dedication to empowering both our team members and our clients to achieve their full potential in the exciting world of iGaming.

    Collaboration & Teamwork: We believe that the best ideas come from working together. Our team thrives on open communication, shared goals, and mutual support.

    Innovation & Adaptability: The iGaming landscape is constantly evolving, and we embrace change. We encourage our team to think creatively, challenge assumptions, and explore new solutions to stay ahead of the curve.

    Continuous Learning & Growth: We invest in our team's professional development, providing opportunities for ongoing learning and growth. We encourage curiosity, experimentation, and a thirst for knowledge.

    Passion for iGaming: We're not just marketers; we're iGaming enthusiasts. Our team is genuinely passionate about the industry, and this enthusiasm drives our commitment to delivering exceptional results for our clients.

    Client-Centric Approach: Our clients are at the heart of everything we do. We strive to build strong, long-lasting relationships based on trust, transparency, and a shared commitment to success.   

    Smart Play Advisors is your trusted partner for navigating the complex world of online gaming. We empower operators to succeed with data-driven strategies, creative solutions, and unmatched industry expertise.

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    Ian Williams

    Partner

    A seasoned C-level leader, Ian brings 25 years of extensive knowledge in sports betting, iGaming, and poker, complemented by a unique marketing background. He has held executive positions at two of the largest publicly traded US gaming companies, Twinspires and Wynn, overseeing the successful launch and expansion of online and retail sports betting and iGaming ventures across over 20 states. Ian's operational expertise in building and managing teams, coupled with his deep understanding of wagering technology, marketing stacks, and US consumer behavior, has enabled him to guide companies to success, even managing 9-figure budgets. A founding investor in Kinectify and Kindbridge, Ian remains at the forefront of innovation and responsible gambling practices.

    Sally Davies

    Partner

    Sally is a seasoned C-level growth strategy consultant with over 15 years of experience in the iGaming industry. Specializing in driving revenue growth, Sally has guided numerous iGaming companies through critical phases, focusing on VIP and loyalty programs, CRM, and omni-channel marketing strategies. Originally from the UK, Sally's US-based experience includes pivotal roles launching brands for Gamesys and Tropicana Casino. As Acting Interim CEO of Desert Diamond Sportsbook, she doubled revenue and market share, earning the SBC Rising Star award. Her leadership as GM at Gamesys/Bally further solidified her ability to navigate complex regulatory environments and build resilient teams.

    Will Griffiths

    Partner

    A well-known industry expert with numerous C-Level positions at successful iGaming brands under his belt, Will specializes in innovative strategic solutions and omnichannel leadership. His expertise encompasses launch strategy, team building, marketing strategy, media planning, creative strategy, acquisition, branding, digital media, and more. With 12 years of experience in the US and 25 years in iGaming, Will has held roles as CEO, CMO, and head of strategy, making him an invaluable asset to Smart Play Advisors.

    Matt Taylor

    Partner

    Matt is a results-driven marketing expert with a proven track record in player acquisition. Over the last 5 years, he has helped gaming operators and affiliates acquire over 25,000 new customers at an average CPA of under $100. Matt's expertise spans affiliate management, ASO, SEO, programmatic media buying, partnerships, and brand strategy. His previous roles include leading state expansion marketing for Wynnbet, Twinspires, and Friday Beers. As head of user acquisition for Desert Diamond Sportsbook, Matt turned their program from six-figure losses to five-figure positive NGR.