Digital Fuel Adds New Head of Affiliates

The internationally renowned Digital Fuel Marketing Ltd is proud to announce the appointment of Luke Cotton as their new Head of Affiliates.

Luke comes to Digital Fuel with a background spanning over five years within the gaming industry, most recently at online Sports betting behemoth Paddy Power. Luke’s two-and-a-half years at Paddy Power have armed him with the expertise and skill set necessary for his leading role at Digital Fuel.

During his time at the Dublin-based company, he started out as an Affiliate Marketing Executive (July 2012-December 2014), where he was responsible for affiliate acquisition for Paddy Power Casino, Paddy Power Games and Roller Casino (iOS app). Here, he researched, recruited, and activated new partners and affiliates, built relationships with and maximized performance from partners and affiliates.
Luke’s experience also extended to negotiation of deals, promotions and incentives with partners and eGaming affiliates to ensure company targets were met, as well as being an integral part of launching the Roller Casino (iOS app) affiliate program.

His passion, talent, and ability were duly noted by the Paddy Power execs, and a dual role of Mobile Affiliates and Partnerships Executive was added to his portfolio in July 2013. In addition to undertaking all the responsibilities of his previous role, he also took on additional tasks for mobile affiliates & partnerships across all channels.
This involved the acquisition of, and negotiation of deals with mobile focused affiliate partners across all channels, including Sportsbook & Bingo.

Joining Digital Fuel, Luke will be focused on Affiliate acquisition and relationship management, with a strong emphasis on mobile marketing and mobile affiliates who are focused on the use of innovative technology to connect with new and existing customers. He will also support those who are looking to:

  • Enter the gambling industry for the first time
  • Work with a wider selection of Operators
  • Expand into new geographies

There are plenty of reasons we think you’ll want to take advantage of Luke’s expertise in the industry, and in his understanding and knowledge of new digital marketing techniques.

My expectations of the role are optimistic, as this is a great opportunity for me to progress, learn a great deal more about the industry on a global scale from the Digital Fuel team, and to put my current skills and contacts to good use,” said Cotton.

I am always looking to build prosperous, long-term partnerships. So Operators, if you would like to tap into our affiliate network, please drop me a line. Affiliates, if you want to get started in the iGaming space, I can also help pave the way for you, making your entry a much less stressful exercise, and a more effective one too.

Adding Luke to our team was a natural choice. He is well respected by a lot of affiliates, and brings a great deal of knowledge on Affiliate acquisition and management to the company, as well as on current and emerging digital marketing technologies, including that of the crucial and growing mobile sector. Being based in the UK also adds strength to the business, and will enable Luke to connect with European-facing Affiliates and Operators face-to-face in the key industry areas we are courting, while also attending the various annual Affiliate Conferences across Europe,” explained Digital Fuel’s Founder and CEO, Toby Oddy.

Oddy also described Cotton as being “very hands on and approachable, which completely reflects the user-friendly vision that everyone at Digital Fuel strives for. He will be an asset to the company as he will work closely with affiliate partners to provide the best possible affiliate service above and beyond.

If you happen to meet Luke at one of the many Affiliate conferences in 2015, he’ll happily chat to you about a whole range of topics outside of Affiliate Marketing too. His personal interests include Electronic Sports, Horse Racing, Sports Betting, Live Music and Poker.

Luke is also a longtime Hereford United FC supporter; the Club, whose motto is “Our greatest glory lies not in never having fallen, but in rising when we fall,” was recently dissolved. However, he is looking forward to a phoenix club rising from its ashes. primarily offers digital marketing expertise to Affiliates and Operators within the gaming and gambling sectors, as well as the financial, travel and educational industries, operating in multiple geographies.

The company services a multitude of high profile clients, including Ladbrokes, William Hill,, and IronFX, amongst others. They operate a unique Affiliate Network, which effectively provides access to multiple brands and unlimited earnings all from one platform. The Digital Fuel Mobile Demand Side Platform also makes it easy for clients to buy targeted smartphone and tablet ad impressions, within apps, games, and mobile websites, all in real time.

With Luke at the helm of Affiliate Marketing operations, Digital Fuel is well placed to propel your business forward within the digital and mobile space in 2015.To discuss opportunities, and to work with Digital Fuel, you can get in touch with Luke via Email: [email protected] or through the contact us page.

Author: Digital Fuel

Words by the Digital Fuel team members