PlayStar Names Former Entain Branding Boss as CMO


PlayStar, the challenger online casino brand that promises to make players the star of the show when it launches in New Jersey soon, has named branding heavyweight Jon Bowden as its new Chief Marketing Officer.

Bowden has held senior branding, marketing and advertising roles at some of the biggest names in the industry over the past 10 years. This includes Entain as well as Rank Group, Gala Coral and Ladbrokes Gala Coral.

He joins PlayStar from Entain where he was Brand Director for Gala and where he managed the P&Ls for Gala Bingo, Gala Spins and Gala Casino. Prior to that, he held the same position for the gaming giant’s Foxy brand, overseeing its resurgence following a rebrand and repositioning.

At PlayStar, Bowden will be tasked with delivering the operator’s unique brand proposition to the US market, with a focus on the player experience and exceeding their expectations.

He will also build and lead the marketing team covering brand, CRM and acquisition, and will create and deploy PlayStar’s launch strategy in the Garden State and beyond as the operator enters additional, regulated US states.

Other responsibilities include delivering further capabilities across MarTech, partnerships and initiatives as part of efforts to be highly targeted in its approach to marketing and wider acquisition and retention strategies.

Per Hellberg, CEO at PlayStar, said: “Jon is one of the most experienced marketers in the industry and his appointment as PlayStar CMO will undoubtedly prove vital in our mission to disrupt the US market.

“The US market is ferociously competitive, so as a brand we need to be heard above the noise and ensure that we engage with players from day one. Jon certainly has what it takes to help us achieve this, and I look forward to working with him as we ready for launch in New Jersey and other regulated states.”

Jon Bowden, Chief Marketing Officer at PlayStar, added: “PlayStar has something different to offer to the US market and those wanting to enjoy the fun and excitement of online casino.

“I firmly believe that with its mission statement, incredible team and powerful USPs that PlayStar is set up for success and I am truly honoured to play such an integral role in the launch of this new brand.”