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FairPlay Sports Media Appoints New Chief Growth Officer: A Strategic Move in iGaming and Sports Media

By jili tutorial · October 6, 2026

FairPlay Sports Media Appoints New Chief Growth Officer: A Strategic Move in iGaming and Sports Media

Overview: A Key Leadership Addition at FairPlay Sports Media

FairPlay Sports Media (FPSM)—the company behind the well-known odds comparison platform Oddschecker—has strengthened its executive team with the appointment of Hannah Buitekant as Chief Growth Officer. This move signals the company’s commitment to accelerating its expansion in the competitive iGaming and sports media landscape.

Buitekant brings nearly two decades of experience in digital businesses, including a 12-year tenure at dmg media, where she served as Chief Commercial Digital and Strategy Officer. Her role at FPSM will focus on executing the firm’s growth strategy for both media partners and iGaming operators, building a robust go-to-market engine, and overseeing customer success, account management, and product sales capabilities.

This article provides a comprehensive guide to understanding the significance of this appointment, the context of FPSM’s recent transformation, and what it means for the company’s future direction.

Background: The Oddschecker Group Rebrand and Strategic Shift

From Oddschecker Group to FairPlay Sports Media

FPSM’s current identity emerged about two and a half years ago when the company rebranded from the Oddschecker Group. The rebrand wasn’t just cosmetic—it marked a fundamental shift in strategy. The company moved from being primarily a consumer-facing odds comparison tool to a broader media and technology platform serving multiple stakeholders: consumers, media publishers, and iGaming operators.

A Data-Led, Technology-Led Approach

The new strategy positioned FPSM as a data-led and technology-led organization. Instead of simply aggregating odds, the company began investing in advanced AI solutions designed to optimize the flow of value between consumers, media partners, and operators. This approach aims to create durable, long-term relationships rather than one-off transactions.

Example: Instead of just showing a user which sportsbook offers the best odds on a Premier League match, FPSM’s technology can now personalize recommendations, predict user behavior, and help media partners monetize their audiences more effectively.

Who Is Hannah Buitekant? A Profile of the New Chief Growth Officer

Experience Across Digital Media and Technology

Hannah Buitekant’s career spans nearly 20 years in digital businesses, with a strong focus on commercial transformation and strategic partnerships. Her most notable role was at dmg media, where she spent 12 years. dmg media publishes major UK newspapers including the Daily Mail, Metro, and i, as well as New Scientist magazine. She concluded her tenure as Chief Commercial Digital and Strategy Officer.

Key achievements during her tenure:

What She Brings to FairPlay Sports Media

According to FPSM Group CEO Stuart Simms, Buitekant’s appeal lies in her “track record in evolving markets” and her ability to “overcome sector challenges to deliver consistent growth.” Her experience working in multi-brand, audience-centric companies aligns with FPSM’s goal of scaling its AI-powered platforms globally.

The Chief Growth Officer Role: Responsibilities and Impact

Building the Go-to-Market Engine

One of Buitekant’s primary tasks is to build and refine FPSM’s go-to-market engine. This involves:

Overseeing Customer Success and Account Management

Growth isn’t just about acquiring new customers—it’s about retaining them. Buitekant will oversee customer success and account management, ensuring that both media partners and iGaming operators get maximum value from FPSM’s technology. This includes onboarding, support, and ongoing optimization.

Product Sales Capabilities

As FPSM enters new markets and sports verticals, Buitekant will strengthen the company’s ability to sell its products effectively. This means building teams, refining pricing strategies, and creating compelling value propositions for different buyer personas.

The Technology Behind the Growth: AI and Advanced Solutions

What Makes FPSM’s Technology Different?

Buitekant highlighted “advanced technology and AI solutions that redefine how value flows between consumers, media and operators.” Unlike traditional odds comparison, FPSM’s solutions are designed to keep consumers coming back—creating “stronger, more durable outcomes.”

Example use case: A media partner like a sports news website uses FPSM’s AI to serve personalized betting offers to its readers. The AI learns which offers resonate with which segments, increasing click-through rates and revenue for the publisher, while the operator gets high-quality leads.

From Transactional to Relational

Many iGaming platforms focus on immediate conversions (e.g., a user clicks a link, signs up, deposits). FPSM aims to build ongoing engagement. This could mean:

Market Context: Entering New Sports Verticals and Geographies

Why Now?

The global sports betting and iGaming market is growing rapidly, especially in regions like North America (post-PASPA) and emerging markets in Latin America and Africa. FPSM’s strategy of being data-led and technology-led positions it to capture a slice of this growth.

Challenges and Opportunities

CEO’s Perspective: Why Buitekant Is the Right Choice

Stuart Simms, FPSM Group CEO, expressed confidence in Buitekant’s ability to accelerate the next growth phase. He noted her “acute eye on finding new engagement and partnership opportunities.” In a sector where user acquisition costs are high and retention is key, having a leader who understands both commercial strategy and consumer behavior is valuable.

What This Means for Media Partners and iGaming Operators

For Media Partners

For iGaming Operators

Conclusion: A Strategic Hire for a Transformative Period

Hannah Buitekant’s appointment as Chief Growth Officer is more than just a new executive hire—it’s a signal that FairPlay Sports Media is serious about scaling its AI-powered platform and competing for leadership in the sports media and iGaming space. With nearly two decades of digital media experience, a proven ability to drive growth in challenging markets, and a focus on durable consumer relationships, Buitekant is well-positioned to help FPSM execute its ambitious strategy.

As the company continues to expand into new markets and sports verticals, its success will depend on how well it can turn its technology investments into a sustainable growth engine. Buitekant’s leadership may well be the catalyst that makes that happen.

Original facts preserved: Appointment of Hannah Buitekant as Chief Growth Officer at FairPlay Sports Media; her background at dmg media (12 years, Chief Commercial Digital and Strategy Officer); FPSM’s rebrand from Oddschecker Group ~2.5 years ago; focus on data-led, technology-led strategy; AI solutions for durable consumer relationships; her responsibility for go-to-market engine, customer success, account management, product sales; entry into new markets and sports verticals; quotes from Buitekant and CEO Stuart Simms; her near-two decades of digital experience.