‘Affordable fame’: Challenger Midnite on its quest to become a ‘tier-one’ gambling brand
Switching from its performance marketing roots to a brand-led push, Midnite hopes to reach a “digitally native” audience as it enters its next growth phase.
Challenger brand Midnite is on a mission to take on gambling industry heavyweights by targeting users who expect a modern app experience.
Midnite is a UK-based sports betting and casino platform focused on esports and traditional sports. As it enters its next phase of growth, the platform is focused on winning over a “digitally native” audience, according to the brand’s vice-president of growth, Jonathan Shaw.
“It is skewed towards the younger end of that cohort,” he explains. “If you take the fintech sector, and you look at how Monzo and Revolut gain market share within a well-established sector with legacy incumbent market leaders, there is a willingness of the slightly younger demographic to try something new or be fed up with what they’ve always had.”
