Meet Gemma Strath-Billington – Head of Group Marketing at The Pools 

We sat down with Gemma Strath-Billington, The Pools’ new marketing boss, to learn more about its recent rebrand and how it plans to connect with players new and old. 

It’s been a big year for The Pools, one of the most iconic online betting and casino brands in the UK. 

The brand has recently undergone a major redesign as part of efforts to leverage its deep and rich history, while looking to attract the next generation of bettors and casino players. 

Following the rebrand, The Pools announced the appointment of a new Head of Group Marketing, with Gemma Strath-Billington stepping into the role. 

To learn more about why The Pools decided to undertake a major rebrand, and how it will use its unrivalled legacy to engage new players, we sat down with Gemma for a chat. 

Congratulations on being named the new Head of Group Marketing at The Pools. Tell us more about what your role covers.

My role at The Pools is to lead the brand, digital and consumer engagement strategy, driving the next chapter of marketing innovation and growth. Reporting into COO Steve Talbot, I am also working closely with CEO James Arnold to continue to leverage The Pools’ historic brand position in British sports and betting culture, while also speaking to new audiences and the next generation of football fans.

You join The Pools shortly after its major rebrand. Why was now the right time to give The Pools a new look and feel?

The Pools is in a position of strength, thanks to its rich heritage in sports betting and the positive sentiment felt by many generations of customers towards the brand. Throughout The Pools’ history, it has remained integral to stay relevant and to find new ways to push the envelope. In 2025, the time was right for a rebrand with the distinct purpose of reacquainting players past and present with The Pools, and to emphasise its appeal to a modern audience. The rebrand aimed to speak to players new and old, to share with them The Pools’ values – the joy of playing and celebrating wins, both big and small. These values are as important now, as ever.

The Pools has a new look and feel.

The Pools has an incredibly rich history. How is this reflected in the rebrand while also positioning it as a place for the next generation of players?

The Pools launched two major marketing campaigns this year, The Parents and True Originals. The Parents was an out-of-home advertising campaign, while True Originals was a video advertising campaign across non-linear TV, VOD and social media. Both were centred around the nostalgia, humour and personality of The Pools and its place in British sporting culture. Emphasising what makes The Pools unique – over 100 years of history, played by customers across the generations – the campaigns also highlighted what makes the brand relevant, modern and attractive to all players.

How will you use the brand’s unique history in marketing activity moving forward? Can you share details of any exciting campaigns in the works?

At its heart, The Pools has always valued innovation, whether that be handing out betting coupons to football fans outside Manchester United’s Old Trafford for the first time in 1923, or its continued growth through the 20^th century, long before the advent of the modern sports betting landscape. That focus on innovation and engagement will be central to our marketing strategy too, as we build on the great success of The Parents and True Originals.

What are players looking for in an online casino, and how does The Pools not only meet but exceed those expectations?

Thanks to recent innovations with an upgraded online presence (powered by GiG), technical infrastructure and product portfolio, The Pools offers an exciting, user-friendly, best-in-class experience with a range of casino offerings to suit players’ preferences.

We have a significant focus on developing our products and user experience, which is our USP and at the heart of our growth strategy moving into 2026. Casino is a great addition for our brand ensuring our customers have a wide choice of gaming products to enhance their game play here at The Pools.

If our readers haven’t yet signed up to The Pools, why should they? What does it offer that other online casinos in the UK don’t?

The Pools’ digital memberships are a unique selling point. For £10, £15 or £20 a month, customers receive exclusive benefits and promotions, underlined by safer gambling protocols. The 4:45 Club is an innovation we’re incredibly proud of, celebrating what makes The Pools special – that 4.45pm Saturday feeling, which has existed from the very start of The Pools’ journey. As part of the 4:45 Club, customers receive weekly rewards, free-to-play games, reward drops and prize draws.

Any final thoughts you’d like to share with our readers?   

The Pools has always been about community connection and football and that spirit still drives everything we do today. 2026 will be a big year for us, with exciting new product developments and campaigns that will take The Pools into its next chapter.