Martin Hodges: AI Should Not Replace Our Thinking

BetComply is facing growing demand for regulatory expertise across more than 40 jurisdictions as it expands its international presence. Speaking to iGamingExpress, Martin Hodges reviewed the company's developments in 2026, the challenges of standing out in a crowded B2B market, and the role of AI in marketing.

Hodges said BetComply won the Corporate Services Supplier award at the EGR Europe awards ceremony. He said the team has grown, the company has won new clients, and project work with existing clients has expanded. Its clients include tier 1 operators and suppliers, as well as small companies that are just starting out. Hodges said Finland, Ireland and New Zealand are creating new opportunities. He noted that there are targets for 2027, but stressed that maintaining strong relationships and good service is important.

Hodges, who has worked in iGaming marketing for more than 17 years, said that getting attention in this field is becoming increasingly difficult. He stressed that people trust people before they trust brands. Especially in B2B, they want to know who the person on the other side is and whether that person understands the business. He added that BetComply's best engagements come from content in which the team shares itself, along with its knowledge and opinions.

Hodges argued that many companies are hesitant to show personality, and that because of many layers of approval, the interesting parts of published content are removed. He said the result is safe but ordinary content that nobody remembers.