Speaking with Gambling Insider, Wilson explained how consumption has changed over the past decade with advancements in technology.

He said: “The advancement of mobile disrupted consumption, so that people are no longer arranged around geographical limitations, they are organised around interests.

“CMOs are still looking at these new social spaces and thinking ‘okay, I buy some space and tell people about my product’ - but that’s not how millennials operate.

“They pursue their interests and spend voluntary time around that subject matter and the curators of those interests.

“There is no one way to reach these people now. Consumption is diverse.”

Giving the example of a football podcast, or YouTube channel based around a certain team, Wilson explained how operators can build loyalty with potential players by investing in these communities.

He said: “People want marketing that is in-line with that community and add value to that community rather than things that interrupt and try to take value out of it.

“If a brand is just throwing its ad in there, interrupting people’s enjoyment of the content by trying to make someone do something they don’t want to do, then the brand is rejected.

“However, if that brand is facilitating that community to do more, to add to that existing value exchange, then a brand can unlock lots of good will.”

The full feature will appear in the Mar/Apr version of Gambling Insider magazine. Click here to read when available.